Mercedes-Benz Fashion Week Australia 2013 (MBFWA) will take place during the last week of March and partner with trade fair Premiere as part of a bold new direction.
Organiser IMG Fashion confirmed the changes after several consultations with industry, including a survey which revealed over 70 per cent of designers would prefer the event in the last week of March to better allow deliveries which coincide with the international fashion calendar.
IMG Fashion will also strategically align with key trade shows to create greater critical mass, with the first partnership set to be upscale boutique fair Premiere.
Premiere is organised by Melbourne-based AEC, which also hosts Fashion Exposed and Australian Shoe Fair. AEC managing director Harvey Stockbridge said the alignment was a boon for both players.
"Premiere over the past three seasons has become more than the trade show for boutique labels, it hosts leading fashion business seminars and education forums - a comprehensive and strong trade event, perfectly suited to join forces with MBFWA," he said.
"We will leverage the attendance of key global buyers to create even more opportunities for our exhibitors and designers. By strategically timing our event to coincide with MBFWA, we create another resource for designers to maximise their business outcomes, network, be educated so buyers to maximise their visit."
IMG Fashion will also coordinate and distribute a schedule of presentations for the autumn/winter and resort/cruise seasons, helping to promote designers outside of the annual spring/summer event.
Designers will receive a new designer prospectus in early September, with further announcements expected around Mercedes-Benz Fashion Festival Sydney in August.
Ellery: Among designers to show at Mercedes-Benz Fashion Week Australia 2012.
