Global jewellery retailer Pandora will be the presenting partner of Australian Fashion Week (AFW) 2024.
The deal follows the end of a three-year naming rights sponsorship between AFW organiser IMG and Afterpay. Pandora will be AFW’s first presenting partner and its jewellery partner for 2024.
Australian Fashion Week presented by Pandora will take place from May 13 to 17 at Carriageworks in Sydney.
Pandora will host a series of activations on the official schedule, including the closing show on Friday, May 17 at 8pm.
IMG vice president and MD Natalie Xenita welcomed the partnership with Pandora.
“Together, we are proud to invest in Australian designers to ensure their continued economic success while amplifying on a global stage the cultural power of Australia’s creative talent,” Xenita said.
Pandora’s global fashion sponsorships also include Copenhagen Fashion Week and The Fashion Awards in London.
Pandora CMO Mary-Carmen Gasco Buisson said the partnership is an alignment of values between IMG, AFW and Pandora.
“As a brand that focuses on high-quality craftmanship, sustainability, innovation and self-expression, this partnership naturally aligns to our core brand values and ethos,” Buisson said.
“We look forward to bringing our purpose of ‘giving a voice to people’s loves’ to life through a range of activations during the week including the Pandora Runway show that will feature exclusively Pandora jewellery on a selection of Australia’s best emerging and established designers.”