What does it take to stand out in New Zealand fashion today? With Future of Fashion returning to New Zealand Fashion Week for 2026, Apparel Magazine sat down with the judging panel to find out what they are looking for in the Future of Fashion.
Created to spotlight emerging designers, the programme offers eight designers the opportunity to present their collections on the New Zealand Fashion Week runway while gaining invaluable industry exposure, mentorship and support. The initiative was awarded to Bronwyn Footwear in 2025 and returns this year with an expanded prize package for emerging designers.
For 2026, the programme merges the Future of Fashion with the Giltrap Group Helping Kiwis Fly Award: Fashion Edition, which was awarded to REBE in 2025. The combined prize package will provide one winning designer with financial support, industry mentorship, media opportunities, and a 12-month ŠKODA vehicle sponsorship.
The judging panel brings together expertise spanning design, retail, media and business, including Giltrap Group CEO Steve Kenchington, NZFW creative director Dan Ahwa, Taylor founder and creative director Vicki Taylor, and Wynn Hamlyn founder Wynn Crawshaw.
While creativity remains at the heart of the competition, judges are united in their belief that successful fashion businesses require far more than strong design alone.
Ahwa said he is looking for early-career designers already demonstrating both commercial awareness and a distinctive creative vision.
"The purpose of these awards is to help shape and support the future of New Zealand fashion," he explained. "I'm looking for someone who understands that broader opportunity and responsibility."
For Ahwa, a standout applicant is someone who knows exactly who they are designing for and where their brand sits within the market. He believes emerging designers must be able to confidently communicate both their creative vision and their business ambitions.
“I’m looking for someone who has a clear understanding of their audience and target customer, and who has thoughtfully considered where their brand sits within the market. They should be committed to building a sustainable business and creating fashion of genuine quality, with a strong point of view and a long-term vision for growth.”
Commercial viability is a recurring theme among the judges. While the panel remains committed to supporting innovative and experimental design, there is a shared understanding that longevity requires a clear pathway to market.
Kenchington said designers need to balance creativity with practical business thinking.
"Creativity and outside-the-square thinking should absolutely be applauded," he said. "But for any emerging designer looking to build a label and enjoy a successful career, commercial viability is essential."
He added that designers who can effectively tell their story and communicate their vision often have an advantage.
“Kiwis ‘box above their weight’ on the world stage and from a fashion perspective we have a proud heritage of great kiwi designers who have gone out and built global fashion labels,” said Kenchington.
“I like a good story, so understanding a designer’s journey, their inspirations, and aspirations and what/if any, hurdles they’ve encountered, and how they’ve navigated these challenges. All those things will resonate with me.”
Wynn Crawshaw, whose Wynn Hamlyn label has been celebrated as one of New Zealand's most successful contemporary fashion brands, will also be looking for originality.
“Collections with a point of difference, an aesthetic and a story that separates the brand from all the others."
While commercial viability remains important, Crawshaw believes emerging designers should never dilute what makes them unique. “Be your true self. Lean into that. Don’t bend your label or collection to what you think we want.”
The judges also see a growing shift towards craftsmanship, individuality and purpose-driven design. Crawshaw pointed to the rise of artisanal, handmade, and custom work, while Ahwa highlighted the increasing importance of sustainability being embedded into business practices rather than existing as a marketing message.
For Vicki Taylor, the future of New Zealand fashion is particularly exciting because of the unique perspective local designers bring to the global stage.
"I strongly believe our upbringing in Aotearoa gives designers a perspective unlike anywhere else in the world," Taylor said. "We are encouraged to think independently, challenge convention and approach creativity with freedom."
Taylor has also been encouraged by the collaborative culture emerging among the next generation of creatives.
"There is a growing culture of collaboration between fashion, art, music, technology and other creative industries. That openness is creating fresh ideas and exciting opportunities."
Asked what quality every emerging designer needs to succeed, the panel's responses varied slightly but shared a common thread. Resilience, adaptability, hard work and a willingness to keep learning were repeatedly identified as critical traits for long-term success.
"Fashion is constantly evolving," Taylor said. "The most successful designers understand that growth never stops."
Ahwa echoed that sentiment, encouraging applicants to remain open to feedback and leave their ego behind.
"The designers who tend to succeed are those who can accept constructive criticism and view challenges as opportunities for growth."
Applications for Future of Fashion Driven by Giltrap Group opened on 11 June and close on 3 July 2026. Eight finalists will be selected to present their collections during New Zealand Fashion Week on 20 August 2026, with one designer ultimately receiving a prize package designed to help take their business to the next level.
As New Zealand fashion continues to evolve, the programme offers more than a runway opportunity. It represents an investment in the future of the industry and the designers who will help shape its next chapter.
