This week marks the beginning of Australian Fashion Week. Like many in the industry, I’ll be watching. But like you, we’ll also be watching from the outside.
Because while we are proudly Australian, proudly fashion, and proudly made right here in Sydney, Philosophy Australia is not what you would call a fashion week brand. We do not sit in the high gloss, high concept end of the industry. We are not designing for a moment on the runway; we design for everyday life.
The industry at its most visible
This year does feel different though with the Australian Fashion Council now leading, and the move to the Museum of Contemporary Art Australia at Circular Quay, there is a new energy around it.
The Harbour Bridge. The Opera House. It is very Sydney, and that feels like an intentional step towards putting Australian fashion on the map, in a way that is not just creative, but recognisable.
Where we sit in the conversation
At Philosophy Australia, we sit in a different part of the fashion ecosystem.
The catwalk offers the glamour. We however are the pieces that get worn on Monday morning, again on Wednesday, and then out to dinner on Friday night.
What I call wardrobe warriors. The ones that do the heavy lifting. They fit properly, feel good, wash well, travel well and live with you. While that might not make us fashion week glossy, it does make us relevant to the women we design for.
Because most women are not strutting a catwalk, they just desire clothes to make them feel special as they go about their day.
The questions worth asking
There are a few things I keep coming back to as I look across the calendar.
Are most brands speaking to the same customer? Yes.
Is there diversity in that? No.
Will we see the same model type, show after show? Probably.
Is there a trade show element supporting the broader industry? No.
Is size diversity really represented in a way that reflects who is buying the clothes? I doubt it.
And that is where I think there is more to be done. Because fashion week should not just be about aspiration. It has to connect to reality at some point.
The reality is that most women do not see themselves on these runways. They are not sample size. They are not in their twenties. They are not dressing for a moment. They are dressing for a busy life and are mindful of their choices.
And if we want Australian fashion to grow in a meaningful way, then we must broaden who we are representing, because it is one thing to be seen, it is another thing to feel represented.
Representation matters in every room
That is why weeks like this still matter to us. Not because we expect to be on the runway, but because we need to be part of the conversation.
As a member of the Australian Fashion Council and Seamless Australia, I will be attending events across the week. Listening, learning, and contributing where I can.
Because the future of fashion is not just about what is new. It is about what is next.
And that includes sustainability, local manufacturing, inclusivity and longevity.
The shift we need to see
If there is one thing I would like to see more of, it is a broader definition of fashion. Not just the showstoppers. But the stayers, the pieces that make it into a woman’s weekly rotation.
Because a strong fashion industry should not just inspire. It should support the way women actually live; and that includes the brands quietly doing the work every day.
Designing, fitting and producing garments that women rely on.
From the outside, with pride
So no, you will not see us on the runway this week.
But you will see us in wardrobes across Sydney, across Australia, in the lives of women who have places to be and want to feel good while doing it, as we have done for the past two decades.
Fashion Week has never been for everyone. But, this year, there are more ways for the public to step into it, which feels like a step in the right direction. Link here to purchase tickets. https://australianfashionweek.org/
As for us, we will keep doing our thing. Designing for the women going about their day, in beautifully cut and locally made clothes.
It is also why our recent involvement in Revel Runway meant so much to us. To present alongside other brands celebrating different sizes, different ages, and a broader version of what fashion looks like felt important, and that is the future and discussion we want to be part of.
Discover our wardrobe warriors
If you are watching Fashion Week and feeling inspired, but also wondering how that translates into your actual wardrobe, that is where we come in.
Explore our collection of pieces designed to work harder, last longer and feel better.
Easy wear, easy care, wear anywhere. Made in Australia, with love
