The ink has barely dried on the new naming rights contract, but Mercedes-Benz Fashion Festival (MBFF) Sydney has revealed that tickets are on sale for the annual event, via a daring city stunt.
The week-long Mercedes-Benz Fashion Festival Sydney, formerly Rosemount Sydney Fashion Festival, is set to grace the Sydney Town Hall from August 23 - 27, giving the public a taste of Australian Fashion Week in time for in-store collection drops for spring/summer 2012.
Ticket sales, which start today on Ticketek.com.au , were advertised via an outdoor activation which saw three models parade across EYE’s iconic Glebe Island Silos, seven stories above the ground, wearing the latest collections from Myer’s stable of Australian designers.
A statement released today said the stunt “sets the tone for the extravaganza that Sydney’s fashion scene has come to expect from the festival”.
Ticket prices start from $25, and the event, now in its fourth year, will offer a range of packages for the public, to make the proceedings accessible to everyone. Packages this year include premium seating options in addition to “Front Row” and “Fabulous” seats, giving guests the chance to access the front row via the DHL Express Lane, in addition to a backstage tour, and VIP treatment in the Mercedes-Benz "Star Lounge".
Interstate guests to the festival will also be able to take advantage of specific deals brokered by the festival's partner airline, Virgin Australia, and the Westin Sydney hotel.
The MBFF official schedule will also include “A Review of Australian Fashion Week’” presenting key pieces for spring/summer 2012 from designers such as Alex Perry, Dion Lee, Josh Goot, Marnie Skillings, Rachel Gilbert, Therese Rawsthorne, and Yeojin Bae, and department store Myer will also hold a spring/summer fashion launch show, featuring ambassadors Jennifer Hawkins and Kris Smith.
Myer will also host a “Big is Beautiful” fashion launch showcasing the latest in plus-size fashion, including a new collection – Leona + by Leona Edmiston – as well as a Myer “Miss Shop” fashion launch to cater to the youth fashion market.
Post-show guests will garner invites the “After Party” in the Festival Hub, where they can mingle with celebrities and get snapped by The Photo Studio, and satellite events including “The Westfield Runway”, designer high teas and after parties will also pop-up around Sydney during the week to keep the festival excitement flowing.
Mercedes Benz Fashion Festival Sydney is supported by Events NSW part of Destination NSW, DHL, EYE, HP, MYER, Redken 5th Avenue NYC, TheTelegraph.com.au, The Westin Sydney, Virgin Australia and City of Sydney. It is an initiative of IMG Fashion and the NSW Government and is a consumer focused fashion event on the NSW Events Calendar produced by the same professional team of experts responsible for the world-renowned industry event Australian Fashion Week.
As reported in Ragtrader.com.au Mercedes-Benz only recently jumped back on board as the Australian Fashion Week naming rights sponsor, five years after it relinquished the role.
The motor vehicle company has signed a “multi-year agreement” with Fashion Week organiser IMG Fashion to front not only Australian Fashion Week but also the consumer-centred Sydney Fashion Festival.