The Australian Fashion Council (AFC) has unveiled Shark Beauty as the presenting partner for AFC Australian Fashion Week 2025, marking a new era for Australia’s premier fashion event. The partnership reinforces the connection between beauty and fashion, highlighting innovation, creativity, and self-expression.

Shark Beauty, a global leader in advanced hair styling technology, will play a key role in shaping the runway experience. Aby Shukla, SharkNinja Managing Director ANZ, said the brand is excited to support Australian designers who are defining the future of fashion and beauty. “At Shark Beauty, we stand ‘For All Hairkind,’ embracing the diverse nature of hair in all its forms because style has no boundaries. This partnership celebrates innovation, creativity, and the transformative power of hair as a means of self-expression.”

Last year, Shark Beauty cemented its catwalk credentials as the official hair tool partner of Afterpay Australian Fashion Week, collaborating with leading designers and stylists. During the event, Shark Beauty collaborated with Australian fashion designers including Albus Lumen, Beare Park, and Alix Higgins. The hair tools were also used to create runway looks for Third Form and Mariam Seddiq, as well as styling sessions at circular dress hire company The Volte’s pop-up.

Working backstage during AAFW 2024, Shark Beauty’s Hair Director Chris Hunter said professional stylists could trust Shark Beauty hair tools to withstand the high-intensity demands of Fashion Week. “From touchups to complete creative styles, the Shark FlexStyle, Shark SmoothStyle, and Shark SpeedStyle delivered some stellar runway hair trends that can be recreated at home.”

Shark Beauty also hosted international fashion media, stylists, influencers, and tastemakers at its Shark Beauty Hair Suite, where guests were able to enjoy a hair styling session and pre-show refreshments at the suite.

AFC Australian Fashion Week CEO Kellie Hush said this year the partnership marked a defining moment for the Australian fashion industry. “With Shark Beauty as our presenting partner and Destination NSW’s strategic support, we are reinforcing AFC Australian Fashion Week’s status as an industry-first initiative, driven by international and domestic buyers and media. These partnerships are instrumental in ensuring AFC Australian Fashion Week’s success and its role in driving the industry forward, reinforcing our position on the global stage.”

The event is supported by the NSW Government’s tourism and major events agency, Destination NSW. NSW Minister for the Arts, Jobs, and Tourism, John Graham, said securing a commercial sponsor reflects confidence in the event’s future. “Lights, camera… sponsor! It’s great to see Shark Beauty come on board as the presenting partner for Australian Fashion Week. The NSW Government is excited to see the new organisers deliver a refreshed event, and landing commercial sponsorship is a strong vote of confidence in the future of this hugely important event.”

Coinciding with the announcement, AFC Australian Fashion Week has launched a reimagined brand identity designed by Smile Agency. The new visual identity reflects the evolving nature of the Australian fashion industry while keeping designers, fashion, and creativity at its core.

Delegate registrations are now open, with industry professionals, buyers, media, volunteers, and photographers invited to register via the official AFC Australian Fashion Week website. It will take place from May 12–16 at Carriageworks in Sydney.

Read the SUMMER ’25 issue of Retail Beauty below:

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