Ahead of AFC Australian Fashion Week 2025, Ragtrader reached out to the seven designer brands featuring in the ‘Frontier’ runway presentation on Tuesday morning at Carriageworks in Redfern Sydney.
Here, each founder shares their one strategic move to drive long-term growth for their respective brands.
The Frontier group presentation is set to champion leading AU/NZ designers, and includes Amy Lawrance, Courtney Zheng, Common Hours, Esse, Matin, Paris Georgia and Wynn Hamlyn.
Charlotte Hicks,
ESSE founder and creative director
"We’ve sharpened our focus on the direct-to-consumer channel, releasing tightly edited, online-only capsules at essestudios.com. This exclusive approach lets us serve our cultivated community with a refined, intentional offering — pieces born of purposeful design, quiet gestures that resonate with her world”
Paris Mitchell Temple and Georgia Cherrie,
Paris Georgia co-founders
"One of the most strategic moves we’ve made this year was relocating our Paris Georgia headquarters to London. We’ve always had a strong international presence through global stockists and celebrity dressing, and we felt that being closer to these key markets would support our long-term growth. While the transition has been a short-term hustle, it’s also been energizing. Building the brand in a new city has pushed us creatively and opened up new opportunities to keep evolving."
Amber Keating,
Common Hours founder and creative director
“Along with our own existing private appointments, now making the brand also available in small limited edits with select online international retailers and smaller boutique stores where there is emphasis on considered, eclectic, curated experience for the customer.”
Amy Lawrance,
Designer of eponymous label
“Long-term growth, for me, means staying small, slow, and deeply intentional. This collection is made entirely from one silk material and crafted in my home studio - a commitment to mono-materiality, minimal waste, and hand-led processes that reflect a future-facing, sustainable practice.”
Courtney Zheng,
Designer of eponymous label
“Both investing in international wholesale growth and strengthening our direct-to-consumer strategy have been central focuses this year. It’s about scaling with intention — expanding our global reach while building a clearly defined design language that resonates with a discerning customer base.”
Michelle Perrett,
Matin founder and designer
“As we celebrate 10 years of Matin, we’ve doubled down on what’s always defined us: natural fibres, relaxed silhouettes, and a French-inspired ease. Our strategy has been one of refinement - continuing to create with integrity and consistency to meet the needs of our conscious, quality-driven customer while evolving our visual identity to align with what we want to wear, and what the wearer feels most like themselves in.”
Wynn Crawshaw,
Wynn Hamlyn founder and creative director
“This year, one of the key moves we've made to drive Wynn Hamlyn's long-term growth is the expansion of our Direct-to-Consumer (DTC) capsules. These carefully curated, limited-edition releases allow us to bring exclusive, standout pieces to the market—ones that you can’t find anywhere else. By experimenting with these capsules, we’re able to test new ideas, refine what we do best, and hone in on areas like our signature knitwear while exploring exciting new categories like accessories.
“Our beaded bags, for instance, have shown incredible growth and potential. They’ve become a perfect example of how we’re blending artisanal craftsmanship with modern design. Each capsule is an opportunity for us to connect directly with our customers, while also giving us the freedom to push creative boundaries and build something truly unique. It’s these thoughtful, iterative steps that ensure we’re not just creating for today, but crafting the foundation for long-term growth and a deeper brand connection.”