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Australian fashion was the talk of the town during a recent export mission to Hong Kong to test market interest, build buyer relationships and strengthen Australia’s fashion presence in Asia.
Austrade and the Australian Fashion Council (AFC) supported 10 Australian designers at CENTRESTAGE Hong Kong as part of AFC Global Gateways: Hong Kong 2026. CENTRESTAGE is an annual fashion showcase organised by the Hong Kong Trade Development Council to promote connections and commercial opportunities across the Asian fashion industry.
Supported by the Accessing New Markets Initiative (ANMI), Austrade and Trade Diversification Network (TDN) member AFC showcased the 10 brands at the AFC Pavilion, connecting with international buyers, media, consumers and industry to open new export pathways across Asia.
The cohort of emerging, evolving and established brands included ASIYAM, Buluuy Mirrii, Briar Will, Gary Bigeni, MOS The Label, Niamh Galea, Permanent Vacation, Van Brussel, Viceta Wang and West 14th.
The Consul-General of Australia in Hong Kong, Gareth Williams, also hosted the AFC Designer Showcase and Reception, where local buyers, industry and guests were invited to meet the designers. Local content creators wore the Australian designs, bringing the brands to life for their audiences and showcasing the unique craftsmanship that sets Australian fashion apart on the global stage.
‘This is what trade diversification looks like in practice; creating the connections and opportunities that help Australian fashion businesses enter new markets and grow globally,’ says Marianne Perkovic, Executive Chair of the Australian Fashion Council.
AFC Executive Chair Marianne Perkovic and Australia’s Consul-General in Hong Kong Gareth Williams with Australian designers at the AFC Designer Showcase and Reception.
A strategic first step into Asia
Hong Kong is a fashion capital and a gateway to Asia. It is strategically located at the heart of the region, with access to premium consumers, regional buyers, distributors, media, e-commerce partners and logistics providers. Its transparent business environment and international culture offer a lower-risk pathway into Asia.
Consumers have strong purchasing power and are highly open to international brands. The city also attracts significant visitor spending, particularly in fashion and luxury retail. Importantly, Hong Kong is often a testing ground for new brands and trends, with success here helping to support expansion into other Asian markets.
Trade shows open doors
The AFC Global Gateways model shows the value of combining exhibition presence with buyer engagement, market briefings, networking and post-event follow-up.
AFC Global Gateways General Manager Sam Delgos said buyer interest had more than tripled compared with the previous year’s program. This year, more than 180 buyers from 23 countries engaged with the 10 Australian brands, with growing interest from buyers in Korea, Taiwan, Japan and the UK.
Australian designer Monika Branagan’s experience offers a glimpse of what those connections can lead to. After joining the inaugural AFC Global Gateways cohort in 2025, Monika secured an exclusive pop-up at Seibu Shibuya in Tokyo through a connection made at CENTRESTAGE.
‘Monika’s journey from Hong Kong to a Tokyo pop-up is exactly what the Accessing New Markets Initiative was designed to deliver: Australian businesses winning in competitive Asian markets,’ says Jay Meek, General Manager, Trade Diversification Taskforce, Austrade.
‘Backing the AFC and this cohort of designers is a smart investment in trade diversification, and we look forward to seeing the 2026 group build on that success at CENTRESTAGE.’
Events such as CENTRESTAGE can open doors, but converting interest into sales requires a clear channel strategy, strong buyer engagement and the capability to deliver on logistics, fulfilment and market expectations.
Building brand credibility as well as local sales
CENTRESTAGE reinforced Australian fashion’s strong point of difference in Hong Kong. Contemporary design, craftsmanship, sustainability and cultural influences are helping brands capture attention in a competitive market. Success often comes down to pairing these strengths with a clear brand narrative and strong visual identity.
Hong Kong can act as a branding platform for Australian labels seeking to reach Greater China and wider Asian markets. Premium retail exposure, recognised fashion events and regional media attention can help brands build visibility and credibility with buyers beyond Hong Kong.
Australian fashion house Zimmermann recently opened a boutique in Hong Kong’s prestigious Pacific Place, showing the region’s enduring value as a strategic gateway for brands with growth ambitions in Asia.
More than just fashion
The lessons from CENTRESTAGE apply well beyond fashion. The same market dynamics are creating opportunities for Australian brands across wellness, lifestyle and premium consumer goods.
For most exporters, Hong Kong can be a valuable platform to test demand, validate market fit, build distributor relationships and refine their brand story before expanding further into mainland China and across Asia more broadly.
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