a sewing direction control apparatus for sewing machine , comprising : a base plate , a circular ring - shaped transmission element dispose on the base plate and a driving element with a driving unit . during sewing , the driving unit drives the transmission element , rotating a sewing product placed at the center of the transmission element with the driving element , thereby controlling the sewing direction of the sewing product , and thus improving the sewing accuracy . the direction control apparatus has low cost , and is suitable for various types of automatic sewing machines .