Australian fashion heads to Paris as new showroom puts export growth in focus
By Velamour | 28 September 2026
Twelve Australian designers will present their collections in Paris this week as the Australian Fashion Council (AFC) opens its first Australian Fashion Rooms during Paris Fashion Week.
Running from 30 September to 4 October at Galerie Poggi, the showroom is designed for appointments with international buyers, media and industry figures. The participating labels are Amy Lawrance, Buai, Caroline Reznik, ESSE, Haluminous, Ilio Nema, Maara Collective, Madre Natura, Miimi & Jiinda, NGALI, Paolo Sebastian and Romance Was Born. Their work spans couture, ready-to-wear, First Nations-led design, craft and experimental fashion.
The event is more than a collective display. According to the AFC, designers have undertaken preparation in wholesale, export and international brand presentation ahead of the showroom. The aim is to turn overseas interest into sustained commercial relationships. The program is supported by Austrade and Create NSW.
Australian label SIR. is also heading to Paris, separately from the AFC showroom. Co-founders Nikki Campbell and Sophie Coote told Vogue Business that their first solo Paris showroom will run from 30 September to 6 October. The brand already has an international wholesale history: Coote identified Barneys as its first overseas account in 2018. Its own Paris space marks a new stage in how SIR. presents the brand to its international network.
Why this matters in Western Australia
Paris may be thousands of kilometres from Perth, but the commercial questions facing designers are familiar on both sides of that distance. Can a label supply consistent sizing and quality? Does its wholesale price cover production and leave a viable margin? Can it meet a delivery date? Does it have the imagery and product information a buyer needs to place an order?
Those questions also create work across the creative industry. An export-ready collection depends on more than its designer: patternmakers and manufacturers must deliver the garments, while photographers, models, stylists, hair and makeup artists, filmmakers and writers help communicate what makes the label distinctive. A compelling campaign can attract attention; clear product details and dependable fulfilment help convert that attention into business.
Western Australia has a substantial stake in this discussion. State research estimates that design and fashion contributed $439.4 million to WA’s non-mining gross state product in 2024. The state’s Export Awards recognise international success in creative and design-led fields, explicitly including fashion, beauty and creative agencies.
There is a distinction, however, between having a strong local creative scene and having a reliable pathway to international sales. Overseas stockists assess the full business behind a collection: pricing, production capacity, shipping, delivery windows and brand rights, alongside its design. Austrade identifies capacity, intellectual property and an export plan as elements of export readiness.
This week’s Paris showrooms offer a timely view of where Australian fashion is heading. They will test whether distinctive design, backed by commercial preparation, can build lasting international relationships. For WA’s fashion community, the story is both an opening and a challenge: global visibility is growing, and the businesses best placed to benefit will be those ready to deliver after the introduction.
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