Mercedes-Benz Fashion Week Australia has upgraded its digital firepower ahead of the spring/summer 2014/15 instalment.
Organiser IMG Fashion will unleash a range of digital firsts in partnership with global technology provider Fashion GPS.
The partnership will support the event's digital strategy, from press registration and e-guest management to show check-in and post-event social sharing.
One of the most ground-breaking initiatives includes the launch of a Global Registration and Credentials System.
Press and industry members traveling the global fashion week circuit will have access to a unified registration system for all of their international events.
Delegates can also sync their GPS Radar account to manage fashion show invitations, RSVP to events and manage seating assignments virtually.
After each show, users will have access to runway images to favourite, Tweet, Facebook, Instagram and even request samples from some brands for their upcoming editorial shoots directly from their GPS Radar accounts.
IMG Fashion global creative direcector Jarrad Clark said the move is a crucial extension to track and manage interest around a collection in real time.
"IMG Fashion and Fashion GPS aim to engage the designers with the retailers and media when it represents the most value for them.
"The global roll-out of Fashion GPS to IMG Fashion events equates to a seamless fashion week experience for buyers and editors around the world.”
Designers will also use Fashion GPS for all of their guest management functions from managing guest lists and RSVPs to digital seating.
Participating brands will be able to create digital seating charts that are customisable to their venue.
Once guests are seated, brands can email seating assignments directly to attendees from their GPS Events system.
Guests will have the option to check-in via a mobile device at the event or print their seating confirmation at home for quick show entry.
IMG Fashion is set to roll out the system across its global portfolio of fashion week events.
The partnership will also enable the firm to cross-sell regional events to the global industry.
Mercedes-Benz Fashion Week Australia will take place from April 6 - 13.