The Australian Fashion Council has appointed the independent agency network Bashful Group to lead the strategy, creative, social, and event production for Fashion Week 2025.
This collaboration will leverage Bashful Group’s top agencies, SMILE and New Moon, to highlight the innovation and creativity of the Australian fashion industry.
Bashful Group’s involvement with Fashion Week dates back to its inception, with CEO Simon Bookallil being a co-founder and creative director of the event. In 2025, he will contribute to reimagining Fashion Week for a new generation.
“Fashion Week has been a significant part of my professional journey, and I am honored to be part of this cultural powerhouse again,” said Bookallil.
“Having helped establish Australian Fashion Week with Simon Lock many years ago, it is a privilege to reconnect with this iconic event. Partnering with the Australian Fashion Council offers a unique opportunity to celebrate and showcase the exceptional talent within our fashion industry.”
Bashful Group’s SMILE, led by Jade Ramsey-Elliot, will be responsible for the strategy, creative direction, and digital ecosystem, including social media, to establish a new, impactful brand and marketing approach.
Meanwhile, New Moon’s CEO Jack Bedwani and client services director Ema Wakeford will redesign the overall event experience and manage all aspects of event production and designer relations.
“The Australian Fashion Council is proud to partner with Bashful Group to redefine the future of Fashion Week 2025,” said Jaana Quaintance-James, CEO of the Australian Fashion Council.
“Their proven leadership and expertise make them an invaluable partner in our mission to champion the designers and innovators shaping the future of Australian fashion. Together, we aim to deliver a world-class event that strengthens Australia’s position as a global leader in fashion, creativity, and innovation, while promoting diversity, sustainability, and collaboration across the industry.”
Bashful Group’s role will be to honor the history and culture of the event, while advancing innovation within the Australian fashion industry.
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