Fashion Week pursues fresh drop

The multimillion dollar contract between IMG Fashion Asia Pacific and the Foster’s-owned Rosemount was first inked in 2006, following an 11-year partnership with luxury car manufacturer Mercedes Benz. The agreement came into effect for the Transeasonal 2007 collections and was later extended to include the launch of consumer-focused platform Rosemount Sydney Fashion Festival in 2008.

Industry sources told Ragtrader the brand had not renewed its contract at the time of press.

IMG Fashion Asia Pacific marketing and communications director Graeme Lewsey has confirmed the Rosemount Australian Fashion Week spring/summer 2011/12 collections will see the conclusion of the original contract. He did not comment on whether any corporate sponsors had been locked in for the next installment but said “negotiations” are underway.

The development comes more than a year after New Zealand Fashion Week (NZFW) lost its principal naming rights partner, Air New Zealand, following a six-year partnership. The airline said its had relinquished its position after a “strategic review” of its sponsorship portfolio. At the time, NZFW founder Pieter Stewart told Ragtrader the event would continue to operate via a number of different levels in corporate funding.

IMG Fashion Asia Pacific was also forced to indefinitely postpone its Swim Fashion Week @ Sanctuary Cove event after its 2009 inauguration. Despite receiving rave reviews from buyers and participating designers, which included Zimmermann and White Sands, tough economic conditions saw it struggle to secure a corporate sponsorship for 2010 and 2011.

Rosemount Australian Fashion Week will take place from May 2 to 6 at the Overseas Passenger Terminal on Sydney Harbour. The five-day official schedule will include on-site and off-site collection shows, showrooms, exhibition space The Gallery, and The Presentation Suites at The Westin Sydney.

Assia Benmedjdoub