Mercedes-Benz Fashion Week Australia (MBFWA) is about to tap a potential market of 798 million consumers.
Organiser IMG Fashion has announced a long-term strategic partnership with the third largest internet company in the world, Tencent.
The partnership will see exclusive videos, collection runway shows and customised content broadcast across a range of Tencent's digital platforms.
The China-based digital giant has 798 million active users and is worth over $100 billion on the Hong Kong Stock Exchange.
Chinese fashion fans will be able to interact with the event via the MBFWA Tencent Weibo account.
Chinese designer Lan Yu will also have a sponsored show at the event.
IMG Fashion director Elle Turner said the partnership will bring unprecedented attention to Australian designers.
"Studies show that a majority of Chinese fashion fans make pre-meditated purchases, as opposed to impulse buys.
"By introducing these consumers to our designers and their brands' storytelling told during Mercedes-Benz Fashion Week Australia, we plant the seeds increasing awareness of our designers."
Tencent Technology Fashion channel chief editor Xia Yue said the partnership will be mutually beneficial.
“We believe the strategic partnership between Fashion channel of Tencent and IMG Fashion will definitely bring incredible benefits to both of companies and produce multiple new opportunities for designers and the fashion industry at large in both of the countries."