Asia has been identified as an important market for Australian fashion designers as they prepare to showcase their work at Australian Fashion Week (AFW) in Sydney.

The industry-only event - now in its 13th year - generates tens of millions of dollars in exports and according to AFW founder Simon Lock, it is highly regarded on the world stage.

"It started to break down the cultural cringe of who we are as Australians, so Parisians, New Yorkers and [those] from other parts of the world started to go, 'Well hang on. Australia's cool. Yeah, of course, why wouldn't they have great designers'," Mr Lock said.

More than 100 buyers from around the globe are registered to attend this year's AFW, including teams from Barneys, Harrods and Hong Kong's Lane Crawford.

Tjut Devi, Austrade's business development manager in Indonesia, says the pressure is on designers to show them why they should buy Australian.

"Buyers here need to see whether or not your clothing is in the magazines - not only in Australia, but also internationally," Ms Devi said.

Yana Handali already stocks Australian designs in her Indonesian boutique.

She says AFW is a crucial opportunity to view the latest designs her clients demand.

"What we like is the quality, because most of it is still made in Australia," she said.

Seasoned professional Jayson Brunsdon believes there is huge potential for Australian designers in Asia.

"We don't have the population here, but they certainly have the population in Asia," he said.

As well as showing his latest spring/summer collection at AFW this week, Brunsdon will open a signature store in Singapore.