Melbourne Fashion Festival is entering a new chapter, rebranding as the Australian Fashion Festival after three decades.

The move is designed to give the festival a broader national focus while keeping Melbourne at the heart of the event.

Organisers say the festival will evolve beyond its annual showcase into a year-round platform supporting Australian designers, retailers and creative talent.

The new direction aims to connect designers with consumers, encourage collaboration and create greater opportunities for Australian fashion brands.

The festival will continue to receive support from the Victorian Government and Visit Victoria, with PayPal remaining as its naming-rights partner.

The rebrand follows a major leadership change, with Prue Maher appointed Executive Director and former Marie Claire fashion director Jana Pokorny named Head of Fashion Programming.

Key point: The festival’s 2026 edition was its 30th anniversary year, with organisers reporting more than 750,000 total attendances, making the national rebrand a significant next step for the event.