Australia’s premier consumer fashion platform, PayPal Australian Fashion Festival, today unveils a new Victorian regional festival with the launch of the Bendigo Fashion Series and Shepparton Fashion Series, supported by Victoria. Every Bit Different, City of Greater Bendigo and Greater Shepparton City Council.
The Bendigo Fashion Series will feature 31 events taking place from 12-20 September 2026, with tickets on sale from 9am AEST Monday August 17, 2026. The Shepparton Fashion Series will feature over 20 events taking place from 3-11 October 2026, with tickets on sale Thursday August 27, 2026.
After 30 inspiring years, PayPal Australian Fashion Festival recently announced a new brand strategy, changing its name from Melbourne Fashion Festival to reflect a broader national agenda, while remaining deeply connected in Melbourne and proudly part of the Victorian major events calendar.
Integral to this strategy is becoming a year-round fashion platform and expanding the Festival’s footprint beyond Greater Melbourne. The Bendigo and Shepparton Fashion Series embody this approach, both taking place outside the Festival’s usual annual February / March event dates. The Festival previously piloted its first dedicated regional programme, the Geelong Fashion Fortnight, as part of the 2026 annual event in February 2026 to great success with attendance of over 150,000.
PayPal Australian Fashion Festival Executive Director, Prue Mahar, said “The Bendigo and Shepparton Fashion Series are an exciting new step in continuing to extend PayPal Australian Fashion Festival’s footprint beyond metropolitan boundaries and deepening the commitment to fashion communities Victoria-wide. We’re creating meaningful opportunities for local designers, makers and creatives to be showcased on a major platform, while inviting new audiences to engage with fashion in a distinctly regional context. We’re proud to collaborate with Visit Victoria, City of Greater Bendigo and Greater Shepparton City Council and an incredible network of local partners to bring this programme to life.”
Victoria’s Minister for Trade, Tourism and Investment, Natalie Suleyman, said: “For the first time, the Australian Fashion Festival is bringing its talks, workshops and exhibitions to Bendigo and Shepparton, giving regional communities a front-row seat to the best fashion talent in the country. Backed by the Victorian Government’s Regional Events Fund, these two new series will draw visitors into the regions, fill local hotels and restaurants, and put Bendigo and Shepparton on the map for fashion lovers from around the world.”
PayPal Australia Managing Director, Simon Banks, said: “Australian fashion is powered by creative businesses and communities right across the country, so it’s exciting to see the PayPal Australian Fashion Festival expanding beyond its traditional calendar and bringing fashion experiences to new audiences in regional Victoria. Fashion is PayPal’s largest retail category in Australia, and we’re proud to support more than 150,000 Australian fashion retailers and designers to connect with customers here and around the world. The Bendigo and Shepparton Fashion Series are a great example of how the Festival can champion Australian fashion year-round, and we’re excited to continue supporting its growth.”
City of Greater Bendigo Mayor Cr Thomas Prince said: “The City of Greater Bendigo is proud to host the first regional event as part of an exciting collaboration with the PayPal Australian Fashion Festival and Visit Victoria. As one of Australia’s leading arts and cultural destinations, Bendigo provides the perfect setting for the Bendigo Fashion Series, which will showcase a vibrant program of designer talks, exhibitions, live demonstrations, First Nations cultural experiences, hands-on creative workshops and a fascinating heritage walking tour.”
“With exceptional food and wine, breathtaking landscapes and rich gold rush heritage, Bendigo offers a stylish spring escape. We look forward to welcoming fashion lovers to experience the creativity, culture and unique charm and leave our city culturally enriched.” Cr Prince said.
Anchored in the vibrant regional centre of Bendigo, Dja Dja Wurrung Country, the Bendigo Fashion Series features 31 unique events, with many free or low-cost, including talks, workshops, exhibitions, screenings, tours and performances.
