Mercedes-Benz Fashion Week Australia (MBFWA) organisers have revealed plans for the event this year, with the trade showcase moving to more consumer-led activations.
MBFWA: The Experience will integrate consumers at each evening’s show and provide access to select events during the week-long showcase
The Mercedes-Benz Presents: 25 Years of Australian Fashion show will also provide opportunities for consumer ticket purchases.
Staged on May 11 at Carriageworks in Sydney, the show will feature past and current Australian designer collections.
Creative director Tony Assness has been engaged to oversee the show.
“I am super excited to be directing this landmark show – it is a moment to celebrate what has been and what is emerging – to present a deeper understanding of what Australian fashion is – Mercedes-Benz Presents: 25 Years of Australian Fashion will take the essence of Australian fashion design and amplify it in the most powerful way, thrilling everyone who sees it.
"Our designers, models, artisans, manufacturers and the thousands of others who work in this industry deserve nothing less.”
Organised by IMG, MBFWA will take place from May 11 to 15 at Carriageworks in Sydney.
IMG expects more than 25,000 global visitors to Sydney over five days for designers’ Resort 2021 collections.
Tigerlily and Ginger & Smart will present their collections on Tuesday and Wednesday evening respectively, and Steven Khalil will stage the closing show on May 15.
Tigerlily CEO Chris Buchanan promised a bold collection release during the week.
“Proudly celebrating our 20-year milestone this year, we’re excited to announce Tigerlily’s showcase at MBFWA.
"Designer, Lesleigh Jermanus, will debut her Resort ‘21 collection and our new approach to sustainable ready-to-wear.
"Lesleigh has a remarkable ability to simplify complex design into effortless ready-to-wear pieces, and promises an eclectic yet fresh take to design for the season."
Ginger & Smart founders Alexandra and Genevieve Smart also promised a return the schedule.
"We are proud to be back on the schedule at MBFWA to celebrate 25 years, and also to be part of the innovative new strategy to open the doors to our valued customers.
"As fashion innovators and sustainability advocates, this new fashion model feels relevant and exciting.”
Designer Steven Khalil said he was thrilled to join the lineup.
"To be returning to MBFWA at such a time is exciting and will provide a new experience for consumers and media alike. With the celebration of 25 years for both MBFWA and my own design history I feel there is an appropriate synergy for the event this year.
"I am very much looking forward to being the closing night designer, and also to share a new chapter for my brand with both existing and new clients.”
Designer show experiences range from $119 to $349.