Afterpay Ends Sponsorship of Australian Fashion Week

Designers Face Uncertainty for 2024 Season as Buy-Now, Pay-Later Platform Withdraws Support

Afterpay has terminated its sponsorship of Australian Fashion Week, a year after entering a three-year naming rights deal for the event in 2020. The platform’s support had been crucial in aiding designers during a challenging period for the fashion industry, allowing for waived fees and opening the door for emerging talent. Despite the withdrawal, Afterpay plans to maintain its industry support through collaborations with the Australian Fashion Council and Australian Retailers Association.

The pullout puts many designers in a precarious position for the upcoming 2024 season. Under the previous sponsorship agreement, designers had enjoyed waived fees—typically around AU $20,000 ($12,900)—that covered staffing and production costs. Prior to Afterpay’s involvement, the event had been supported by Mercedes-Benz. The identity of IMG’s new sponsorship partner remains undisclosed.

This move also follows Afterpay’s decision to cease its sponsorship activities for New York Fashion Week events.