IMG has announced the schedule of consumer events and programming for Afterpay Australian Fashion Week (AAFW): The Experience, AAFW's consumer offering.
A series of consumer see-now, buy-now runway shows will make up the AAFW: The Experience showcase and will feature designers including Bassike, KITX and Manning Cartell.
The integrated offering invites consumers to attend a selection of see-now, buy-now runway shows and for the first time, shop directly from the runway using Afterpay.
The interactive runway comes after IMG successfully piloted the platform at New York Fashion Week, bringing the same opportunities to the Australian fashion industry.
IMG fashion events group, APAC executive director Natalie Xenita said that the see-now, buy-now runways offer designers real opportunities to connect with new customers.
"AAFW: The Experience opens the doors of fashion week to directly advance designers’ retail businesses and creates opportunity to drive loyalty amongst new and existing customers.
"We are thrilled to reconnect with live audiences at Carriageworks with this curated program of runway shows and informative fashion events, to entertain and engage fashion’s most passionate consumers," she said.
Alongside the runways, AAFW: The Talks program of conversations also form part of the program, with topics including authenticity, women in fashion, future of fashion and next generation designers.
NSW Minister for Jobs, Investment, Tourism and Western Sydney, Stuart Ayres praised the program.
"The Experience is a tremendous addition to the Afterpay Australian Fashion Week program, giving consumers the opportunity to directly participate and contribute to one of our most exciting industries.
"As a global centre for creativity and innovation, Sydney is the perfect host for AAFW and we look forward to welcoming both fashion designers and fashion enthusiasts to enjoy the excitement and buzz of this leading event, set in our spectacular Harbour City," he said.
Tickets are available for purchase now, with runway show experiences ranging from $119 to $349, while The Talks are priced at $59.
Consumers can purchase tickets to the event using Afterpay.
In addition to Afterpay and Destination NSW, AAFW is supported by City of Sydney, ghd hair, Napoleon Perdis, Hunter Lab, GlamCorner, San Pellegrino, Tempus Two and Disaronno.
AAFW will take place 31 May – 4 June, 2021, live at Carriageworks, Sydney and virtually on the AAFW website.