Australian Fashion Week
AFW 2025
Services:
Web Design Services | Bespoke Websites That Perform
Contracted by
Bashful
Insight
Australian Fashion Week (AFW) stands as the premier fashion event in Australia — a bold, creative celebration of the country’s most innovative designers. As the event’s influence continues to grow internationally, its digital presence needed to reflect the same level of design thinking and ambition seen on the runway. I was brought in by Bashful to help bring this vision to life.
Idea
My role focused on building a complete design system in Figma — a modular, scalable framework that enabled rapid prototyping and consistent execution. This included a comprehensive component library, from typography, button styles, form elements, and cards to page templates and layout structures. The goal was to streamline the workflow across the team while preserving flexibility for art direction and creative expression.
Much of the early visual groundwork had been laid by the in-house creative team. My responsibility was to take those initial design directions and build them into a structured system — converting loose elements into reusable, well-organised components and ensuring precision across all responsive breakpoints. I also created new page layouts, UX flows, and interface elements, working across the site’s architecture to ensure a consistent, high-impact experience.
Impact
Subtle but significant contributions included refining sizing, spacing, and interactions across the platform, as well as extending visual motifs into new areas of the site that required additional design thinking. Quietly, the contract was extended twice to continue building out and refining the site’s design.
While I didn’t oversee the final stages of launch, it’s rewarding to see the site now live — a high-contrast, editorially driven experience that reflects the energy and artistry of Australian Fashion Week. The platform serves as a digital stage for designers, media, and fashion enthusiasts alike, and it was a privilege to contribute to a project that plays such a visible role in the national and international fashion conversation.
