Australia's $27 billion fashion industry is not what it used to be. Customer demands are changing faster than ever, competition is getting fierce, and technology is reshaping the way we produce and sell clothing. It's hard to know where we're heading.
Matched with that, sustainability and ethics are fast-becoming top business protocols, but the way consumers think about these concepts and the way they actually spend are split.
What will the next three years look like for emerging designer labels? Ragtrader asks six of the ten finalists in the 2026 National Designer Award, presented by David Jones at PayPal Melbourne Fashion Festival, this very question.
Rachel Van Brussel, founder of Van Brussel
"As customers become increasingly more engaged with exactly where and how their clothes are made, I believe the next three years will bring a significant shift back toward onshore manufacturing. Designers will need to grow comfortable with this evolution in production methods and embrace a more considered, sustainability-driven approach to their craft.
"We are already seeing a clear movement away from fast, disposable fashion. Consumers are becoming more intentional with their purchasing decisions - seeking well-made garments that feel purposeful, remain relevant, and maintain their integrity for years to come. This shift demands greater transparency, craftsmanship, and accountability from brands, and I see it as a powerful and necessary progression for our industry."
Victoria Bliss, founder of Victoria Bliss
"Over the next three years, I see the industry becoming more intentional. Australian fashion is so unique, and the brands that will succeed are those that aren’t looking over their shoulder chasing trends or the loudest voices, but instead, those who know their worth and individuality in this industry.
"For Victoria Bliss, it’s about designing beautiful pieces with integrity and creating garments that last -- that’s what our customers value."
Justin Tong, founder of Justin Tong
"I think Australian fashion is entering a new era where customers are buying less, but buying better. People want quality, originality, uniqueness and transparency from brands - and they are far more educated than they were two years ago.
"To succeed as a designer brand, you need more than creativity. You need product integrity, a clear customer, and an agile supply chain that allows you to grow without overproducing. Sustainability will move from being a marketing message to being a business model. The future belongs to brands that can combine story, structure and strategy."
Alvi Chung, founder of Speed
"We’re in a recalibration of pace. Customers are spending more selectively, investing in pieces that endure emotionally as well as physically. I think the key to success during these times is pairing strong authorship with commercial clarity to define the next chapter of Australian fashion."
Erik Yvon, founder of Erik-Yvon
"Over the next three years, I think Australian fashion will keep shifting towards brands that have a clear point of view and genuine community connection. The fashion industry seems to be less about a single traditional pathway and more about building a world around the brand through direct-to-consumer channels, cultural relevance, and consistent storytelling. There will also be a stronger focus on responsible production, not just as a claim, but as practical decisions around quantity, materials and longevity. Customers are more informed and are looking for brands that are transparent about how they make things and why.
"As a designer, the key is to be able to balance creativity with commerciality. It is important to have a distinctive aesthetic and cultural perspective. Brands capable of translating runway-level creativity into an everyday wardrobe will be able to build long-term demand."
"For me, success also means creating in a way that protects my values. That includes investing in craft, keeping production relationships close, and staying connected to the community I design for."
Jackie Galleghan, founder of Madre Natura
"The Australian fashion industry is evolving toward a more considered and responsible future, where circularity, longevity and transparency are central to how brands design and operate. I believe success will come from creating pieces with integrity and a clear point of view, while building genuine connection and trust with customers. By embedding responsibility into every stage of the process, designer brands have the opportunity to help shape a more optimistic future for fashion."