At the 2025 Australian Fashion Week (AFW), influencer Jamie Azzopardi found themselves at the center of controversy once again. Despite the event’s emphasis on sustainability and second-hand fashion, Azzopardi drew criticism for wearing a dress from Shein, a fast fashion brand often accused of unethical practices. The backlash intensified after a now-deleted TikTok video featured Azzopardi questioning fellow influencer Sophia Begg’s fashion choices. Online users labeled Azzopardi as hypocritical, given their own fashion choices. Begg responded to the incident in her video, while Azzopardi attempted to clarify their remarks on Instagram.
This isn’t the first time Azzopardi has faced criticism. In 2024, they were involved in a public clash with model Paige Montana De Cinque during the Melbourne Fashion Festival. Azzopardi claimed to be the “head of Fashion Week,” leading to a confrontation that was caught on video. De Cinque described the behavior as a “disgusting representation” of the industry. Azzopardi defended their actions, stating they were responding calmly after alleging that De Cinque and her friends had stolen a bottle of alcohol from their booth. De Cinque denied the accusation, attributing the incident to a “power trip.”
Further controversy arose when Azzopardi claimed to be working with Taylor Swift, only to be spotted at another event shortly after. Swift’s team denied any involvement with Azzopardi, stating, “Not true at all. I promise they did not work with Taylor in any way.” Additionally, Azzopardi was mocked for attending a show from the media pit rather than being seated among attendees, which some saw as contradictory to their claims of being at the center of the fashion world.
Azzopardi’s actions at AFW 2025 have sparked discussions about authenticity and accountability in the fashion industry. Their choice to wear Shein, despite the event’s focus on sustainability, and their public comments about fellow influencers have led to widespread criticism. As the fashion world continues to grapple with issues of ethics and representation, Azzopardi’s behavior serves as a reminder of the importance of aligning one’s actions with the values they promote.
In conclusion, Jamie Azzopardi’s presence at Australian Fashion Week 2025 has once again highlighted the complexities of influencer culture and the scrutiny that comes with it. Their actions have prompted conversations about the responsibilities of public figures in the fashion industry and the impact of their choices on public perception. As the industry evolves, the importance of authenticity and ethical practices remains paramount.
