IMG ANNOUNCES HEADLINE EVENT AND DESIGNER SHOWS FOR THE 25TH YEAR OF MERCEDES-BENZ FASHION WEEK AUSTRALIA
IMG today announced the evening lineup of designers who will showcase collections during Mercedes-Benz Fashion Week Australia (MBFWA), taking place from 11-15 May 2020 at Carriageworks in Sydney. Australia’s only international fashion event, MBFWA will welcome more than 25,000 global visitors to Sydney over five days for designers’ Resort 2021 collections.
The Mercedes-Benz Presents: 25 Years of Australian Fashion show will be held on Monday, 11 May, at Carriageworks, and for the first time, an encore presentation will provide consumers an opportunity to purchase tickets to the week’s premier headline event. Creative Director Tony Assness has been engaged to oversee the show produced by FOCUS, IMG’s full-service creative and event production company.
“We are excited to commemorate this monumental occasion with a spectacular tribute to the Australian fashion industry at MBFWA’s marquee event, Mercedes-Benz Presents, with a show that will celebrate the past, present and future of Australian fashion,” commented Natalie Xenita, Executive Director of IMG’s fashion events group, Asia-Pacific region.
Tony Assness commented, “I am super excited to be directing this landmark show – it is a moment to celebrate what has been and what is emerging – to present a deeper understanding of what Australian fashion is – Mercedes-Benz Presents: 25 Years of Australian Fashion will take the essence of Australian fashion design and amplify it in the most powerful way, thrilling everyone who sees it. Our designers, models, artisans, manufacturers and the thousands of others who work in this industry deserve nothing less.”
Horst von Sanden, CEO and Managing Director of Mercedes-Benz Australia/Pacific, said, “The opportunities provided by Mercedes-Benz Fashion Week Australia have launched many talented individuals and brands onto the world stage. We’re all looking forward to an exciting show in 2020 that will star some of the great names of the past 25 years and remind everyone what an accomplished fashion industry we have here in Australia.”
MBFWA: The Experience will integrate consumers at each evening’s show and provide access to select designer shows, seminars and special events during the week-long event. Tigerlily and Ginger & Smart will present their collections on Tuesday and Wednesday evening respectively, and Steven Khalil will stage the closing show on Friday, 15 May. Thursday’s show will be announced closer to the event. MBFWA: The Experience is powered by Endeavor’s experience business, the VIP experience arm of entertainment conglomerate Endeavor.
“Proudly celebrating our 20-year milestone this year, we’re excited to announce Tigerlily’s showcase at MBFWA. Designer, Lesleigh Jermanus, will debut her Resort ‘21 collection and our new approach to sustainable ready-to-wear. Lesleigh has a remarkable ability to simplify complex design into effortless ready-to-wear pieces, and promises an eclectic yet fresh take to design for the season,” commented Chris Buchanan, CEO of Tigerlily.
Alexandra and Genevieve Smart, co-founders of Ginger & Smart commented, “We are proud to be back on the schedule at MBFWA to celebrate 25 years, and also to be part of the innovative new strategy to open the doors to our valued customers. As fashion innovators and sustainability advocates, this new fashion model feels relevant and exciting.”
Designer Steven Khalil said, “To be returning to MBFWA at such a time is exciting and will provide a new experience for consumers and media alike. With the celebration of 25 years for both MBFWA and my own design history I feel there is an appropriate synergy for the event this year. I am very much looking forward to being the closing night designer, and also to share a new chapter for my brand with both existing and new clients.”