Mercedes-Benz Fashion Week Australia is set to undergo the biggest revamp in its 18-year history.
In a global first, organiser IMG Fashion will launch a consumer component to immediately follow the trade-only showcase next year.
Mercedes-Benz Fashion Week Edition will run on the weekend of the industry event, allowing ticketholders to view runway collections days after their debut.
The Mercedes-Benz Fashion Week schedule will also be reduced to four days, with an opening gala set to take place on the eve of the event.
The trade showcase will run from April 6 to 10, while the consumer program will run from April 12 to 13.
In another global first for IMG Fashion, an e-commerce extension will also launch on the global gateway site MBFashionWeek.com.
Consumers will have the opportunity to purchase spring/summer 2014/15 trends direct from the runway.
Participating Australian designers will produce capsule collections for sale exclusively on the platform.
Consumers can purchase these looks via a live stream or direct from the runway at Mercedes-Benz Fashion Week Edition.
IMG Fashion will manage front-end operations for the platform, with designers overseeing production and dispatch.
To wrap up the revamped schedule, organisers will also facilitate a series of seminars and presentations throughout the trade week.
IMG Fashion director of brand and strategy Elle Turner said the consumer activity is an exciting next phase for the event.
"The Weekend Edition is a powerful marketing initiative that allows participating designers to engage a consumer audience and leverage their show investment.
"Via exclusive capsule collections available to buy immediately, Shop The Runway will assist Australian designers to generate actual consumer sales during a time traditionally restricted to B2B sales.
"All the additional marketing benefits of the consumer facing event series come at no additional cost of designers."
This will be the second consecutive year of major change for the event, with venue and date changes to Mercedes-Benz Fashion Week Australia 2013.