With former alumni including Bec and Bridge, Sass & Bide and Camilla and Marc, winners of this year’s IMG x 2024 Next Gen Australian Fashion Week Emerging Designer Program will be in good company. If you consider yourself somewhat of a sartorialist, here are the four faces to watch
Amy Lawrance
Amy Lawrance’s eponymous label, founded in Melbourne in 2020, celebrates craftsmanship and storytelling through clothing. With a focus on un-dyed silks and clean, purposeful detail, Lawrance’s pieces are thoughtfully designed and produced with minimal waste.
Emily Watson
Based in Melbourne, Emily Watson specialises in demi-couture swim and resort wear. Her label intertwines swimwear with avant-garde design practices, characterised by an abundance of ruffles, ties, and patchwork bikinis.
House of Campbell
Founded in 2019 by Adelaide-based designer, Abby Potter, House of Campbell blends traditional couture techniques with pret-a-porter fashion. Celebrating contemporary femininity. Their designs are daring, intricate, and joyful, offering bold tulle ensembles and detail-driven tailoring.
Potirakis
Established in 2021, Potirakis commits to designing innovative luxury clothing with military-grade performance. Their design philosophy highlights the contrast between fine art and functionality. Drawing inspiration from both high-class white-collar lifestyles and global heavy industries.
Why winning the Australian Fashion Week Emerging Designer Program is a big deal
As well as a very lucrative cash prize (the Next Gen prize is valued at over $100,000 and includes runway show production by IMG FOCUS., a content package including runway photography and livestream, and international shipping credits provided by DHL) the four winning designers also receive priceless industry networking opportunities. These include exposure to Australian Fashion Week’s attending buyers, and invaluable marketing, publicity, digital, and social media support to reach a global audience.
According to Natalie Xenita, Vice President-Managing Director of IMG Fashion Events and Properties, Asia-Pacific “The program creates opportunities for emerging designers to establish and scale their business through Australian Fashion Week’s global platform.”
Australian Fashion Week presented by Pandora will take place 13 – 17 May 2024 at Carriageworks, Sydney. And at australianfashionweek.com, where fashion fans can stream Australian Fashion Week’s runway shows and programming live. Followers can also experience the best of Australian Fashion Week by following @ausfashionweek across Instagram and Facebook and @AUSFW on TikTok and Twitter and through the official event hashtag #australianfashionweek.
