ADL Fashion Week 2023

The 2023 edition of ADL Fashion Week (AFW), held from October 20–22, marked the second annual celebration of fashion in Adelaide. This year’s festival built upon the success of its debut, elevating the city’s status as a fashion and retail hub while showcasing a range of local, national, and international brands. AFW 2023 brought together fashion, music, and culture, turning Rundle Mall into a dynamic stage for creativity and commerce.

AFW 2023 featured 33 events in the official program, alongside 80 additional fashion-related experiences and offers, captivating both local shoppers and tourists. AEDA (Adelaide Economic Development Agency) delivered six runway shows in the newly completed King’s Lane, located within the 60 King William development in Rundle Mall. A standout event, the public program launch in Rundle Mall also included a free live performance by local indie pop artist MANE. The event offered shoppers an immersive experience with pop-ups, interactive brand moments, and exclusive offers that spanned the city.

Key Highlights

• Runway Shows: King’s Lane hosted six sold-out runway shows across three unique themes: The Weekend Edit, The Day to Night Edit, and The Event Edit. Brands featured included high-end labels such as Aje, Sass & Bide, Camilla & Marc, alongside local names like R.M.Williams and Daisy Says.

• Pop-ups and Activations: Rundle Mall was transformed into a fashion playground, with pop-up activations showcasing new-season trends and products. Shoppers were further incentivised to spend with the Gift with Purchase activation, where spending over $150 entitled them to a mystery gift, with high-end items like designer bags from Saint Laurent and Dyson hair dryers as rewards.

• AFW Bar: The AFW Bar, presented by 2KW Bar and Restaurant, added a culinary element to the experience, offering a curated burrata bar and spritz cocktails under the Gawler Place Canopy.

• Collaborative Involvement: A key feature of AFW 2023 was its partnership with local businesses, such as SA Style Magazine’s wrap party hosted at 2KW Bar and Restaurant and the Rundle St Up Late event presented by Bird in Hand.

Impact on Rundle Mall and Adelaide

AFW 2023 reinforced Rundle Mall’s position as a premier fashion destination, resulting in tangible benefits for local businesses and the city’s economy. Some key outcomes included:

• Sales and Engagement: The Gift with Purchase activation engaged over 3,000 shoppers and captured over $1M in sales data—a significant 61.9% increase from the previous year.

• Event Success: The associated event program reached 78.6% capacity, generating $44K in ticket sales. Several participating businesses were able to increase their capacity due to strong demand.

• Media Reach: AFW 2023 garnered significant media attention, with 67 articles published, contributing to over 7.1 million views and impressions, and 36,700 clicks to the official website.

• Foot Traffic: Rundle Mall saw a +9.2% increase in foot traffic during the festival, further boosting its visibility and economic impact.

Post-event surveys revealed that 82% of respondents believed AFW 2023 strengthened Rundle Mall’s positioning as a fashion destination. The accessible nature of the runway shows, featuring items that could be purchased directly from retailers, contributed to the positive feedback.