Wellington/Sydney, April 24 – New Zealand fashion designer Jerome Taylor, founder of the high-end label Not For You, has relocated his business operations to Australia, citing a lack of opportunities and support for creatives in his home country.
Taylor, whose brand has been featured in Vogue and showcased at international fashion weeks, said the move was prompted by what he described as a stagnating creative environment in New Zealand and a more vibrant, collaborative industry across the Tasman.
“I’ve spent 34 years in New Zealand and achieved a lot, but in recent years it’s felt flat,” Taylor said in an interview with Radio New Zealand’s Checkpoint. “Social media attention for my work was gaining traction overseas. That was the sign to move.”
Taylor criticised New Zealand’s creative ecosystem, citing a persistent “tall poppy syndrome” and a lack of mentorship and collaboration among creatives. “People are quick to pull others down or withhold tips and tricks,” he said. “In Australia, there’s more willingness to share knowledge and work together.”
He also took aim at New Zealand Fashion Week (NZFW), accusing it of focusing more on exclusivity than supporting local talent. “Fashion Week here isn’t about helping designers sell products or grow,” Taylor said. “You’re paying to be part of a façade.”
By contrast, he praised fashion events overseas such as Vancouver and China Fashion Weeks for actively connecting designers with manufacturers and retail opportunities. “They help you meet buyers, allow on-site sales, and ensure you get some return on your investment,” he added.
In response, NZFW 2025 board director Liam Taylor said the event would undergo a major overhaul this year. “NZFW 2025 will feature a more inclusive, nationwide format, focused not only on media and buyers but also fashion fans and customers,” he said.
Key reforms include eliminating the designer show fee—traditionally in excess of NZ$10,000—and a more flexible event structure. The changes have already attracted renewed interest from major names, including iconic Kiwi designer Karen Walker, the board said.
Taylor, who built his brand in Wellington, said the city no longer fosters creativity as it once did. “Wellington used to be upbeat and collaborative. Now it feels grey and dull,” he said.
Despite the challenges, Taylor expressed optimism about the future of Not For You in Australia, where he believes he will have greater access to investment and a more receptive market for independent fashion.
