IMG has announced that Afterpay is the new title sponsor of Australian Fashion Week.
The tech-giant has taken out the naming rights to the show effective immediately, ending Mercedes-Benz Australia's long-term naming rights of the show.
The debut Afterpay Australian Fashion Week (AAFW) is scheduled to take place from 31 May-4 June 2021 at Carriageworks and other select venues throughout Sydney, where designers will unveil their Resort 2022 collections.
Speaking on the new partnership, IMG fashion events group Asia-Pacific executive director, Natalie Xenita, said that the event is thrilled to welcome Afterpay, as the fashion industry moves forward into the future.
"Over the past 25 years, Australian Fashion Week has established itself as one of the world’s most innovative fashion showcases, right here in Sydney.
"Now more than ever, we recognise the need to come together to ensure the Australian fashion industry will continue to thrive for decades to come.
"We are thrilled to partner with Afterpay in shaping this beloved event’s next chapter, and we are confident in a bright future ahead for Australian fashion.
"Together, IMG and Afterpay are proud to invest in Australian designers to ensure their continued economic success and celebrate the cultural power of Australian creative talent," she said.
Afterpay co-founder Nick Molnar added that the business is excited to be a key part of the event.
"Since our inception, Afterpay has had an unwavering commitment to helping Australian brands and designers prosper both in Australia and on the international stage.
"Our support of Australian Fashion Week, particularly at this time, is just one way we can ensure the sustainability and success of an industry of which we have grown up in.
"We look forward to working with the team at IMG on how we can further evolve Australian Fashion Week, to ensure local designers, established as well as new and emerging talent, have every opportunity to prosper," he said.
As the new title sponsor of Australian Fashion Week, Afterpay will take steps to ensure Australian fashion’s continued growth into the future, underpinned by a commitment to accessibility, diversity and inclusion and sustainability.
The 2021 show is set to debut with new experiences thanks to the introduction of new technologies and new show formats.
AAFW is set to marry live and digital activation environments to offer a dynamic experience, while adhering to the highest health and safety protocols and procedures.
Additionally, consumers will be able to access select shows and VIP packages via Afterpay Australian Fashion Week: The Experience.
NSW Minister for Jobs, Investment, Tourism and Western Sydney, Stuart Ayres added that major events like AAFW will play a critical role in rebooting the visitor economy and NSW’s broader COVID-19 recovery strategy.
"Australian Fashion Week – like Sydney – is iconic, and it will be fantastic to gather industry leaders at Carriageworks again next year for the country’s foremost fashion event.
"This event reinforces Sydney’s reputation as a premier travel and lifestyle destination by profiling many of the city’s stunning locations, by hosting designers and industry from NSW and beyond, and by bringing the city to life throughout the event.
"It’s great to see Sydney get back on track in a COVID-safe environment, and ready to press ahead with event planning for next year," he said.