Australian Fashion Council taps Bashful Group for Fashion Week 2025
Bookallil (far right) with members of the Australian Fashion Council
The Australian Fashion Council has engaged independent agency network Bashful Group for Fashion Week 2025, to lead strategy, creative, social, and event production.
Leveraging Bashful Group’s leading agencies – SMILE and New Moon – the partnership will celebrate the innovation and creativity of the Australian fashion industry.
The groups relationship with Fashion Week dates back to its inception, as CEO Simon Bookallil was one of the founders and creative director of the event. In 2025, he will help guide the reimagining of Fashion Week for the new age.
“Fashion Week has been a significant part of my professional journey, and I am honoured to be part of this cultural powerhouse again,” Bookallil said.
Bookallil (far right) with members of the Australian Fashion Council
“Having played a role in establishing Australian Fashion Week alongside Simon Lock many years ago, it is a privilege to reconnect with this iconic event. Partnering with the industry body Australian Fashion Council presents an exciting opportunity to celebrate and showcase the exceptional talent within our fashion industry.”
Bashful Group’s SMILE, led by Jade Ramsey-Elliot, will drive the strategy, creative, and digital ecosystem including social media, to deliver an impactful new brand and marketing approach.
Meanwhile, New Moon’s CEO Jack Bedwani and director of client services 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 makes them an invaluable collaborator in our mission to champion the designers and innovators shaping the future of Australian fashion and its vibrant ecosystem. Together, we aim to deliver a world-class event that not only strengthens Australia’s position as a global leader in fashion, creativity and innovation, but showcases diversity, sustainability and fosters industry-wide collaboration.”
Bashful Group will work to honour the history and culture of the event, whilst also celebrating and advancing innovation in the Australian fashion industry.
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