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Fashion Spy** Thank You From IMG


As this amazing week draws to a close, IMG Fashion would like to take this opportunity to offer up a huge thank you to everyone who has been involved in what has perhaps been the very best season of Mercedes-Benz Fashion Week Australia to date.

Taking place in its brand new home for 2013, Carriageworks, Mercedes-Benz Fashion Week Australia and Sydney this year played host to the single largest industry-only event in Asia Pacific. Now in its 18th year, the event continues to support established and emerging design talent by providing a global platform and world class facilities for designers and brands to debut their latest collections and conduct crucial business transactions. This season welcomed debut and returning designers to the runways, and by strategically uniting numerous entities, including trade, consumer and government agencies, Mercedes-Benz Fashion Week Australia offered brands and designers access to unsurpassed exposure and business opportunities.

The past five days saw nearly 2000 international delegates from around the world gather in Sydney to watch a total of 66 established and emerging designers present 52 shows. Key international media outlets such as Vogue China, Harper’s Bazaar US and, joined esteemed global bloggers including Susie Bubble and BryanBoy on the front rows, whilst buyers from luxury e-tailers, boutiques, showrooms and department stores including Net-a-Porter, David Jones, ShopBop and Myer attended Carriageworks every day of the event.

Thanks to #MBFWA LIVE presented by JASU, this season designers were given access to a global audience, with all shows onsite at Carriageworks live streamed. Picked up in an impressive 77 countries around the world including the United States, China, UK, Russia, Canada, India, Germany, Sweden, Mexico, Brazil and Italy this livestream initiative – new for 2013 – has been a resounding success, with over 20k viewers tuning in globally, and a third of this figure accessing the coverage via mobile devices throughout the week.

Media outlets around the world were also offered video on demand content via a portal within hours of the show finishing. The content, hosted by Mercedes-Benz Fashion Week Australia Insider Nicole Warne, was created by InDigital Media to maintain the viewers engagement beyond the live time of the runway show. Giving viewers an access all areas to the event, the stream included designer interviews, vox pops, backstage tours and on camera chats with the worlds leading fashionistas.

In addition to this, the City of Sydney was brought to life all week at the purpose-built live site situated in Martin Place, Sydney. Traffic of around 100k has passed through here daily, taking in the giant screen which streamed all the runway action with #MBFWA LIVE presented by JASU whilst enjoying refreshments at pop-up Mercedes-Benz Fashion Week Australia Bar presented by Pelicano.

Alongside various digital initiatives, 2013 also saw an Australian fashion first with the launch of social media aggregation platform ‘Stackla’. As part of IMG Fashion’s ongoing commitment to innovation, Stackla has curated social interactions surrounding the event from designers, partners, international guests, media outlets, VIP’s, and from all the Mercedes-Benz Fashion Week Australia official channels (Facebook, Twitter, Instagram and Pinterest) enabling consumers to interact with the buzz from the venue via social media in one centralized visual pin board

The increased size of this year’s venue enabled Mercedes-Benz Fashion Week Australia to co-locate with esteemed designer trade fair Premiere, who showcased Spring/Summer wholesale collections from over 100 designers around the world throughout the week, maximizing the opportunities for designers to connect with the industry and make important business transactions.

IMG Fashion would once again like to say thank you to all of you who made this exceptional season of Mercedes-Benz Fashion Week Australia possible. We look forward to welcoming every one of you back to the event next year.

Title sponsor Mercedes-Benz is joined by Destination NSW, Maybelline New York, DHL, Redken, City of Sydney, JASU, oOh!, Pullman Hotels, Peroni, Tempus Two, Acqua Panna, Pommery, CÎROC, Fresh Catering and Carriageworks.

The Spring/Summer 2013/14 Collections took place April 8-12, 2013
Further information is available at

About Editor

One British girl who wants to live life to the max and make the most of now! This isn't a dress rehearsal!


One thought on “Fashion Spy** Thank You From IMG

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    Posted by Neal | May 7, 2013, 9:01 pm

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