Super Spending and Outstanding Oufits: ADL Fashion Week's Most Successful Iteration in 2024
ADL Fashion Week (AFW) has strutted into its most successful year yet, achieving record-breaking ticket sales and citywide spending.
Latest Adelaide Economic Development Agency (AEDA) figures show spending during the festival—which ran from 11 to 13 October—was $36,174,596.
In Short:
- More than $36 million was injected into the city's economy during iconic festival ADL Fashion Week, which ran from 11 to 13 October.
- Retail and tourism spend surpassed 2023 figures, with $4.1 million and $4.3 million spent in each sector respectively.
- More than 2,200 tickets were sold across 40 events.
- In a post-event survey, about 82 per cent of people said a festival like AFW encourages them to spend in the city, rather than go shopping in the suburbs.
AEDA data reveals that of that figure, approximately $4.1 million was spent across department stores, clothing and accessories—a 43 per cent increase on AFW 2023.
Meanwhile, $4.3 million was spent across tourism, hospitality and entertainment—representing a 73 per cent increase on AFW 23.
Approximately $13.8 million was spent during AFW in just Rundle Mall, which is four per cent higher than the average weekend.
AEDA Marketing and Tourism Executive Manager Michael Rossi says AFW is an important economic driver for the CBD, with flow-on effects in the entertainment, tourism and hospitality sectors.
“The growth of ADL Fashion Week highlights a vibrant appetite for South Australian fashion, strengthening Adelaide’s position as a runway for emerging talent and innovation,” Mr Rossi says.
“We’re excited to continue showcasing South Australia’s top designers and to inspire more brands to set up shop in Adelaide. But we are equally excited to see emerging talent make its mark on the city.”

More City Visitors to Celebrate All Things Fashion
AFW celebrated its biggest program yet, with 40 events across three days—up from 33 in 2023—with big name Australian fashion brands such as Acler, couture+love+madness and Viktoria & Woods all taking part.
More than 2,200 tickets were sold across those 40 events, a jump from 1,967 in 2023, generating revenue for city businesses participating in the Associated Events Program.
Meanwhile, citywide foot traffic was 452,106, 403,522 and 323,945 on Friday, Saturday and Sunday respectively.
Rundle Mall also experienced its best week of foot traffic compared to the four weeks prior, with Friday 11 October marking the busiest day in the Mall for the entire month of October.

AFW's Central Hub—The Loft—Becomes a Retail and Event Mecca
This year, AFW debuted its central hub—The Loft—at the Mall’s Hotel Richmond, serving as an events destination, as well as a retail space where local brands showcased their products and interstate designers tested the Adelaide market.
It featured a stunning array of designers, including Effie Kats, Lana Wilkinson, YANETH, and Paolo Sebastian who sold garments and shoes.
Melbourne-based designer Effie Kats says Adelaide is a large market for her namesake brand, with her online sales surging on the Saturday of the event.
“We had such an overwhelming and enthusiastic response from Adelaide shoppers and trendsetters,” Ms Kats says.
“The energy at The Loft was electric and we have tapped into something truly special—it is clear South Australians love fashion, and it is great to see events like AFW strengthen the industry’s presence in the state.”
Stylist to the stars and shoe designer Lana Wilkinson says AFW helped raise her brand’s profile in South Australia, calling Adelaide an exciting place to do business as she launched her latest line.
“Bringing my brand to the city has been an incredible experience, offering unparalleled exposure, strong sales, and the warmth of a truly welcoming community,” Ms Wilkinson says.

Sustainable Fashion a Key Highlight for AEDA and designers
Both emerging and established designers were put in the spotlight, as was ethical fashion to showcase the city's growing appetite for eco-friendly manufacturing and circular fashion.
This also included clothes swaps, as well as a pre-loved clothing runway at 2KW Bar & Restaurant on King Willism St.
South Australian contemporary wool and silk fashion label YANETH, built on a foundation of natural fabrics with an emphasis on wool, was showcased at The Loft.
YANETH founder and head designer Cathy Karuga says customers at her pop-up were motivated by the belief that sustainable fashion drives positive change in materials, carbon emissions, and overconsumption.
“Events like ADL Fashion Week highlight how the industry is evolving, with a focus on reducing environmental impact and fostering circular fashion,” Ms Karuga says.

AFW Icons Only Takes the Event by Storm
The 2024 iteration of AFW kicked off with the powerful Icons Only campaign where individuals who have contributed to city’s cultural identity and its vibrant fashion scene were showcased with powerful black and white photography by Gretl Watson-Blazewicz.
The visually impactful campaign not only highlighted fashion but also honoured the people who define the city’s cultural identity, making it a fitting and powerful start to the event.
Featured faces included Paolo Sebastian founder Paul Vasileff, City of Adelaide Lord Mayor and AEDA Board member Dr Jane Lomax-Smith, Port Adelaide footballer Travis Boak and media identity Cosi Costello among many others.

AFW 2025 Plans in the Works
AEDA conducted face-to-face and online surveys of city visitors, event attendees and industry during AFW to understand customer sentiment.
Feedback from industry and participants was overwhelmingly positive, indicated by a 90% satisfaction rating.
Data showed that around 60 per cent of people surveyed continued their city experience elsewhere in the CBD or North Adelaide, including visiting a bar, restaurant or going shopping.
Approximately 57 per cent of people surveyed purchased a new outfit due to AFW, either before, during, or after attending an event.
More than 80 per cent of people surveyed said a festival like AFW increased their likelihood of shopping in the city over the suburbs.
Around 57 per cent of people surveyed spent $100 on retail, while about 50 per cent spent more than $50 on food and drink.
The event recorded a Net Promotor Score (NPS)—a customer experience metric that measures how likely customers recommend a certain service—of eight out of 10.