Known for their menswear that showcases modernity and masculinity, this week First Nations fashion brand JOSEPH & JAMES made their official Australian Fashion Week debut.

Also celebrating the achievement of having their own solo runway, on Tuesday JOSEPH & JAMES welcomed a variety of buyers, media and celebrities to their official Australian Fashion Week catwalk.

Ahead of unveiling the brand's new 'Gathering' collection — a heartfelt ode to connection, community, and the magic of shared moments — Style Up spoke with brand designer, founder and proud Gooreng Gooreng and South Sea Islander woman Juanita Page.

"2025 kicked off with a real sense of momentum. We've been deep in development across two new collections and preparing for our first solo runway at Australian Fashion Week. It's been a mix of creative work and logistics — finalising designs, managing production locally and offshore, working closely with our PR and styling teams, and making sure every detail of the show feels intentional," she said.

"We also wrapped up a recent project that explored family history and storytelling through garments, which laid the groundwork for our latest collection, Gathering."

Page said the Australian Fashion Council who offered her the opportunity to debut JOSEPH & JAMES with a solo runway.

"We originally applied to be part of a group showcase, but Australian Fashion Council offered us the opportunity to present a solo runway as part of the official schedule — which is a huge honour," she said.

"It's a massive milestone. JOSEPH & JAMES launched just a few years ago, and to now be debuting our first solo runway at AFW feels both surreal and affirming. This isn't just about the clothes — it's about taking up space in a part of the industry where menswear, especially from First Nations designers, is still emerging."

Page said the brand's 20-look, 58-piece collection aimed to exude both comfort and connection.

"This year, we'll be showcasing Gathering, our fifth collection. It's inspired by the quiet power of shared moments — the kind you find around a table, at a picnic, or hanging out in someone's backyard," she said.

"It's about comfort, the joy of connection, and showing up just as you are. The garments carry that feeling — relaxed tailoring, tactile fabrics, and silhouettes that evoke a sense of fun, invite ease and intimacy.

"The collection is grounded in feeling — comfort, familiarity, joy — and everything from the sound, to the scent, to the set design has been curated to reflect that."

Continuing to evolve the brand's signature knitwear range, this year Page introduced intricately designed cable-knit cardigans, crew neck pullovers, and luxurious shirting, alongside premium suiting in brushed cotton herringbone and lightweight linens.

"It's equal parts exciting and intense. There's the creative work of designing the collection, but also the pressure of timelines, fittings, supplier delays, and budgeting — all of which can be pretty stressful, especially for a small, self-funded label. Behind the scenes, it's a mix of 12-hour days, spreadsheets, last-minute problem-solving, and moments of pure creative flow," Page told Style Up.

"You're pulling together a full visual story — clothes, music, casting, lighting, and even scenting — and doing it while trying to stay true to your vision. But the AFW team and our partners have been incredibly supportive, which has made the process feel more possible."

Page also confirms that this year's casting process saw the brand work with a variety of First Nations models and creatives.

"We've worked with First Nations models throughout the brand's journey, and this show is no different. It's important to us that our runway reflects the community we're part of and the values we hold. Inclusion isn't just a gesture — it's woven into the DNA of JOSEPH & JAMES, and into how we cast, collaborate, and show up," she said.

JOSEPH & JAMES is set to progressively grow both their status and sales in 2025. Fusing creativity with culture is no easy task, yet designer Juanita Page has certainly made it look that way this year on the Australian Fashion Week runway.

"To show at Australian Fashion Week—and to do so with our first solo runway—is a huge moment for us. It's a chance to step into the broader conversation around what Australian menswear can look like, and to bring a fresh perspective to that stage," she said.

This milestone event was proudly presented in partnership with Sofitel Darling Harbour, the official runway sponsor.

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