Australian Fashion Week naming rights sponsor Mercedes-Benz is set to receive bang for buck as part of its latest partnership with the trade event.
The automotive giant will unleash several on-site activations when the event returns from April 30, following a five year absence when wine brand Rosemount retained naming rights privileges.
For the first time ever, the company will bring its Mercedes-Benz Presents show to the schedule, an initiative which has involved the likes of Carolina Herrera, Derek Lam and Badgley Mischka.
The exclusive designer selected for Mercedes-Benz Presents is expected to be announced shortly.
The company will also unveil a Mercedes-Benz Star Lounge as part of its sponsor package, situated on the top floor of Cruise Bar at on-site venue Overseas Passenger Terminal (Sydney).
The Hub, also situated in the Terminal, will feature a 'Haute Carture' display blending Mercedes-Benz vehicles with fashion.
Mercedes-Benz has a long history with Australian Fashion Week, signing on for the event in 1996.
READY TO ROCK: Mercedes-Benz Fashion Week Australia prepares to launch.
