Department store Myer will host a Big Is Beautiful catwalk today, as it continues to promote its plus-size lines in the lead-up to the Mercedes Benz Sydney Fashion Festival (MBFF).
The retailer, which will relaunch plus-size label Big Is Beautiful (BIB) for spring/summer 2011/12 and introduce designer curvy range Leona + Leona Edmiston at MBFF, will present the BIB competition final at the Myer Sydney City store from 12pm, and will choose a winner from the show to front its BIB MBFF parade next week.
Thirty-five finalists will vie for the opportunity to open the BIB MBFF catwalk show, with the winner to also receive a $5,000 Myer Plus Size wardrobe, as well as a 12 month representation from plus-size modelling agency Bella Model Agency. Myer will also select nine finalists to join the winner on the catwalk for BIB parade.
Myer Women’s Fashion buyer Louise Brown, Australian Women’s Weekly editor Helen McCabe, Bella Model Agency director Chelsea Bonner, and model Robyn Lawley will act as judges for the competition.
The MBFF Myer Big Is Beautiful show will debut on August 23 and will feature the latest trends and fashion for sizes 16 to 24, with both BIB and Leona + Leona to feature in the show along with Basque Woman, Estelle, Maggie T, and Lucabella, among other labels.
As reported in Ragtrader.com.au, the BIB relaunch is one of three dedicated MBFF showcases by Myer , with the department store also confirming ambassadors Jennifer Hawkins and Kris Smith for the catwalk, as well a parade dedicated to its youth line Miss Shop.
The consumer event will be staged at
Sydney Town Hall over the week of August 23 - 27 with designer shows,
parties and interactive installations. Highlights include nightly
shows from Australian Fashion Week 2011 designers, the annual 'Hot In
The City' lingerie and swimwear parade, a Fashion Targets Cancer
collection Show and collections assembled by consumer magazines GQ
and Famous.
Interactive installations at the Festival hub
include beauty styling sessions, a photography studio, a bar and
promotional spaces from eyewear giant Specsavers, technology provider
HP and News Ltd gossip section Sydney Confidential.
Satellite
events will also form the MBFF offer, with a range of fashion
activations across nightspots such as Gazebo Wine Garden (Elizabeth
Bay) and The Loft (King Street Wharf) and retailers Westfield Bondi
Junction and Kit & Kaboodle (Darlinghurst).
This is the
first major event for Mercedes Benz since signing a multi-year
agreement with IMG Fashion Asia Pacific, the company behind
Australian Fashion Week and Sydney Fashion Festival.