Mercedes-Benz Fashion Week Australia will mark a digital milestone this year, broadcasting every designer show live from the runway for the first time.
Organiser IMG Fashion has partnered with e-commerce platform Jasu.com to broadcast the event to audiences around the world.
The content can be streamed from any computer, mobile or tablet device and a purpose-built live site will also be erected in Martin Place, Sydney.
A giant screen and pop-up Mercedes-Benz Fashion Week Australia Bar presented by Pelicano will make up the live offer.
It is understood more than 100,000 people to pass through Martin Place on a daily basis, with the City of Sydney on board as a partner.
Sydney Lord Mayor Clover Moore said this came at a key time for the industry.
“Sydney’s fashion pedigree is underpinned by excellent retailers, designers and manufacturers, but they’ve faced tough economic conditions.
"We’re working with Mercedes-Benz Fashion Week Australia to encourage Sydneysiders to get out on the streets and support our fashion scene. I can’t wait to see Martin Place become a front row seat to the buzz of event.”
The format is modeled on the live stream of Mercedes-Benz Fashion Week in New York, which attracted more than 74,000 viewer hours across 153 countries over autumn/winter 2013.
Jasu.com will crate a pre-order opportunity for consumers as part of the digital initiative.
ELLERY: Renegade.
