April 13, 2015

By Contributor

Photo:  Mercedes-Benz Fashion Week Australia

Sydney, Australia – Today, IMG announced that Mercedes-Benz Australia will continue as title sponsor of Mercedes-Benz Fashion Week Australia (MBFWA) beyond the 2015 event as part of a multi-year extension to the partnership.  The arrangement also extends Mercedes-Benz’s support of Mercedes-Benz Fashion Weekend Edition and Mercedes-Benz Fashion Festival Sydney.

Mercedes-Benz began their involvement in Fashion in Australia in 1996, adopting title sponsorship of the very first Australian Fashion Week.  In the 20 years that followed, the Mercedes-Benz partnership with fashion has grown into a global brand platform that spans over 50 fashion events in over 20 countries around the world.

Mercedes-Benz Australia is proud to continue its naming rights sponsorship and valued association with Australia’s pre-eminent fashion program. Synonymous with innovation and luxury, Mercedes-Benz is excited to continue our partnership with IMG and the Australian fashion industry in supporting the industry’s efforts to drive global style trends and market interest in Australian fashion. And in doing so, further solidifying the event’s high standing on the global fashion week calendar,” said Horst von Sanden, CEO, Mercedes-Benz Australia/Pacific, at the “Mercedes-Benz Presents Ellery” opening show.

Commenting on the announcement, Catherine Bennett, Senior Vice President and Managing Director of IMG Fashion Events and Properties, said, “We are delighted to extend this important partnership with Mercedes-Benz and further our joint efforts to promote Australian fashion talent to local and international buyers, media and consumer audiences. With the ongoing support of Mercedes-Benz, IMG will continue its mandate to enhance and grow the MBFWA event platform that has helped launch and promote the careers of Australia’s brightest designer talent.

IMG and Mercedes-Benz welcome the fashion industry to Sydney 12 – 16 April, 2015 to review the 2015/2016 Spring Summer Collection shows for the 20th edition of Mercedes-Benz Fashion Week Australia.