Department store Myer is set to dominate proceedings at the Mercedes Benz Sydney Fashion Festival (MBFF), with three dedicated showcases including the relaunch of its plus size Big is Beautiful range.
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.
Myer has locked in three shows across the schedule, including its spring/summer fashion launch with ambassadors Jennifer Hawkins and Kris Smith and a parade dedicated to its youth line Miss Shop.
The first such runway show for Myer is scheduled for August 23, and will feature the latest fashion for sizes 16 to 24. This includes the relaunch of Big Is Beautiful (BIB) for spring/summer 2011/12 and the introduction of designer curvy range Leona + Leona Edmiston.
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.
MYER: Spring/summer 2011/12 campaign.
