Australian designers hail MAFW change

Australian fashion designers have welcomed the news of international
event management and marketing firm IMG purchasing Mercedes Australian
Fashion Week (MAFW).
IMG signed an agreement earlier this month to acquire Australian Fashion
Innovators (AFI), the company behind MAFW, for an undisclosed sum. The acquisition also included the management and production of the Mercedes-Benz Start Up program in Australia and New Zealand, the Mercedes-Benz Asia Fashion Award program, which is currently held in six countries throughout Asia, the Singapore Fashion Festival and other fashion events in the Asia Pacific region currently in development.
"I think this news brings a big boost of confidence to the Australian
fashion industry," said Sydney-based fashion designer Jayson Brunsdon.
"It shows that IMG believe there is opportunity for business growth here. Because IMG are on such solid financial ground I think it will also benefit Australian designers in terms of sponsorship, as it will open up new avenues."
Nicky Adamo, founder and designer of women's lingerie label Julianne, is
also excited by the news.
"I think IMG will be able to attract more international buyers to MAFW because they have more contacts," said Adamo.
"Because we mostly sell overseas it is important that MAFW maintain a [strong] international profile."
Under the deal, Simon Lock, founder and former chief executive officer of AFI, has been named managing director of the newly formed IMG Fashion Asia PAcific. The company will operate initially from four offices in Sydney, Melbourne, Singapore and Hong Kong, with all existing AFI staff remaining with the company.
"This new venture...is the best thing to happen to the Australian fashion industry since MAFW was established in 1996," said Lock.
"For Australian designers this will mean new opportunities for growth. For MAFW it means increased marketing influence globally."