Womenswear brand Ellery is securing some serious sponsorship.
Braun Household will shoot a series of videos with Ellery and TOME to give viewers a unique behind-the-scenes insight to Mercedes-Benz Fashion Week Australia (MBFWA).
This follows Mercedes-Benz sponsorship of the Ellery show and an extended support program with Westfield.
Braun Household CEO Paolo Albertoni said he is thrilled to be able to support local design talent.
"We are very pleased to be associated with Mercedes-Benz Fashion Week Australia as this event represents the best in Australian designer fashion talent.
"We see a very strong alignment and synergy with this event placing us at the forefront of supporting local design talent. This is particularly relevant for Braun Household where the brand has been a pioneer in industrial design."
IMG director of brand and strategy Emily Weight also praised the partnership.
"Braun Houeshold and MBFWA form the perfect partnership as we share a love of quality design and luxury fabrics.
"Australian designers are renowned for their beautiful fabrics, and with Braun Household’s support, the ongoing garment care of investment wardrobe pieces is given the necessary attention front and centre with Australia’s biggest names on the fashion industry."
Braun Household will also present three designer collections at the event via a special showcase.
This year will see Injury, Backstage and Black by Geng parade their wares in a dedicated runway show.
Braun has engaged with consumers throughout MBFWA through their 'Let Off Some Steam' video booth, offering guests record their personal video on “fashion related incidences of 'letting off steam'.”