ELLE Australia's Next Gen Awards spotlight emerging creative talent across nine categories

On September 2, Sydney's Press venue will host an evening designed to catch creative talent at the exact moment before it breaks through. ELLE Australia's Next Gen Awards, now in their second year, will recognize emerging voices across nine categories—actor, model, fashion designer, ELLE man, musician, filmmaker, artist, beauty, and writer. The event represents something the magazine has been doing, in various forms, for more than eight decades: identifying young people with something to say and the skill to say it, then amplifying their work before the rest of the world catches on.

Jessica Bailey, who edits ELLE Australia, frames the hunt with precision. The magazine isn't looking for established names or safe choices. It's looking for people who are young, fascinating, and positioned at the edge of something—the moment just before they become unavoidable. "That's the key," Bailey explained. "They're just about to break, and we want to catch them before that." It's a philosophy that runs through ELLE's entire operation, she said, one that has defined the brand globally across its 81-year history. The magazine has always positioned itself as an incubator, a place where bold creatives who are pushing boundaries get seen by an audience that's ready to see them.

The track record in Australia bears this out. Margot Robbie appeared on ELLE's cover just as she was filming The Wolf of Wall Street—her first major cover moment, before the film's release turned her into a household name. Milly Alcock landed a cover last year as she was stepping into the role of Supergirl. More recently, Sunday Rose Kidman Urban appeared in March as she's establishing herself as a fashion presence and cultural figure in her own right. These weren't predictions that failed; they were moments captured at the precise inflection point.

The selection process itself is collaborative. ELLE's entire team works through the shortlist, then narrows to final winners. But Bailey emphasizes that the awards themselves are only the beginning. "It doesn't stop at the awards," she said. "After the awards, we have more events, we have a relationship with the winners, and it's so nice to be able to build that ELLE community with them." The magazine treats the winners as part of an ongoing ecosystem, not as one-night honorees. This year's cohort, Bailey noted, is particularly strong. "You learn so much from them. It's so amazing what young people are doing."

Three major brands are backing the 2026 event. Swarovski returns as Headline Partner, bringing its name and resources across ELLE's print, digital, and social channels, plus an on-site experience at the awards. Sonia Kudatov, Swarovski's Director of Sales, positioned the partnership as natural alignment: innovation, creativity, and self-expression sit at the center of both the brand and the awards. Uber Elite, the company's premium ride service featuring professional drivers and luxury vehicles, joins as Official Ride Partner, ensuring nominees and guests arrive with appropriate style while giving attendees a preview of Uber's premium offering in Australia. Essential Parfums, represented locally by Cosmax Prestige Brands, serves as Exclusive Fragrance Partner, creating luxury gifting and experiential moments while nodding to ELLE's French roots.

The magazine itself has undergone significant transformation in Australia. Nearly 500,000 Australians read ELLE each month, but the real measure of its strength lies in the ecosystem it's built across platforms. ELLE operates as a digital-led model, and the numbers reflect that shift. Combined followers on TikTok and Instagram total 1.5 million, with engagement growing more than 300 percent year over year. That momentum has driven nearly a 20 percent increase in traffic to ELLE.com.au—a notable achievement at a time when many publishers are watching search traffic decline. The deeper connection with its audience is translating into commercial strength as well, with partnerships extending across L'Oréal Paris, Uber, Swarovski, Ralph Lauren, SkinBetter Science, and La Mer. The Next Gen Awards, in this context, aren't a side event; they're central to how ELLE operates as a brand that discovers, celebrates, and builds community around emerging talent.