SYDNEY – For Mercedes-Benz Fashion Week Australia’s 25th anniversary year in 2020, IMG is experimenting with a new integrated consumer format.
For the event’s Resort 2021 showcase, which is due to run from May 11 to 15 at Sydney’s Carriageworks and other venues across the city, IMG will offer the public access to the event for the first time.
Called MBFWA: The Experience, the pilot initiative will replace the five year-old, consumer-facing Mercedes-Benz Fashion Weekend Edition, which has dovetailed off the main trade event since 2014. Under a new revenue-sharing initiative with participating designers, IMG will open up 25 percent of seats at select MBFWA runway shows over the five days to the public, in addition to seminars and other special events.
At time of writing the schedule was still under development; however, participating shows will include at least one “headline” show involving an established Australian designer brand each evening, plus select on-site and off-site shows and events throughout the week.
Unlike a similar initiative launched by the British Fashion Council at London Fashion Week in September, which sold tickets to a parallel series of consumer-facing shows for Alexa Chung, House of Holland and Self Portrait over the weekend of September 14 and 15, consumers