The countdown has begun! The Mercedes-Benz Fashion Festival Sydney (MBFF Sydney) is less than one week away and I am struggling to contain myself.
Sydney Town Hall will now play host to a week-long extravaganza, where designer shows, exclusive after parties, and interactive ‘hub’ happenings take centre stage, all between 23 - 27 August 2011.
So what is in store for the fashion festival this year? For starters, there will be over 80 of Australia’s hottest designers as a part of the festival, with an active schedule of 16 catwalk shows, Festival Hub exclusives, as well as designer high-teas and after parties at some of the hippest venues in Sydney. A trendy event for fashion fans to celebrate as collections land in store for Spring/Summer 2012, all whilst rubbing shoulders with our favourite celebrities and fashions A-List.
Creative dynamo Tony Assness will produce the nightly Review shows showcasing the highlights from Mercedes-Benz Fashion Week Australia, styled by Kelvin Harries, and the catwalk of Spring/Summer fashions will make the upcoming season’s trends easy to understand, and simple to shop for.
“We want the show to be something that guests remember forever. Not a shopping event, but a truly magical fashion experience that one would see on the major runways around the world,” said Jarrad Clark, Global Production Director of IMG Fashion, and judge on Project Runway Australia.
So with the line up of designers and massive shows - surely this deserves a big after party, right? Absolutely! Post-show guests are invited to hang in the cool vibe of the festival hub, mingle with celebs, receive make-over’s and experience one-on-one designer action.
On a tactical note, one of the outcomes hoped for MBFF Sydney is to drive retail sales for the CBD and retail hubs by engaging consumers in a stylish and experiential way.
“Designers and retailers want to build memorable relationships with their clientele, and the Mercedes-Benz Fashion Festival Sydney allows them to directly talk to their customers and get them excited about the collections,” said Daniel Hill, General Manager, IMG Fashion.
“Fashion Week is the biggest fashion event of the year, but it’s industry only, and at the end of the day it’s the consumers that will drive retail.”
NSW Deputy Premier Andrew Stoner said the NSW Government is thrilled to support Mercedes-Benz Fashion Festival Sydney, a key consumer fashion event on the NSW Events Calendar.
“Sydney is the undisputed Australian capital of fashion with the country’s best retail precincts. Our global city is home to Australia’s leading fashion designers who showcase their creations to the world.”
Festival friends Keystone will offer ticket holders a free drink at Sydney’s hottest venues such as Cargo, the Winery, the Gazebo, Kit & Kaboodle, upon presentation of their festival ticket, so the Fashion Festival fun can frock on long into the night….
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