IMG FASHION PARTNER WITH JASU.COM AND INTRODUCE FIRST EVER LIVE STREAM PROGRAM TO MERCEDES-BENZ FASHION WEEK AUSTRALIA
For the first time ever, Mercedes-Benz Fashion Week Australia will be broadcasting every designer show held at Carriageworks LIVE from the runway ad direct to audiences around the world. IMG Fashion’s partnership with JASU.com will not only transport the action directly from the Event to any computer, mobile or tablet device, it will also bring the City of Sydney to life at a purpose-built live site situated in Martin Place, Sydney. A giant screen and pop-up Mercedes-Benz Fashion Week Australia Bar presented by Pelicano will entertain Sydneysiders and provide an opportunity to view all the runway action with #MBFWA LIVE presented by JASU. Diners at the live bar will enjoy the innovative grazing menu, live DJs and the fashionable cocktail list Pelicano is famous for, in a chic southern France-themed setting.
“IMG Fashion consistently works to provide innovative solutions for designers to connect with buyers, press and consumers around the globe. Our partnership with JASU.com makes this possible, enabling LIVE, real time engagement with the runway action for fans around the world,” said Jarrad Clark, Director of Global Production, IMG Fashion Events and Properties. “Adding to the week-long schedule of events, the Mercedes-Benz Fashion Week Australia Bar presented by Pelicano will extend the Event’s reach and allow fashion lovers to celebrate Mercedes-Benz Fashion Week Australia outside of the showroom space.”
JASU.com will be broadcasting a full schedule of daily catwalk shows and brand new Spring/Summer Collections for 2013/14. Designers including Ginger & Smart, Romance Was Born, Camilla & Marc, We Are Handsome and Shakuhachi will be just some of the shows that will be digitally streamed. These collections won’t be available in retail stores until late August/September, offering consumers a sneak peek at the coming trends for the new season. JASU.com will also offer the availability for pre-order, turning the marketing exercise into an exclusive sales opportunity.
“JASU.com is thrilled to be joining forces with IMG Fashion and Mercedes-Benz Fashion Week Australia in providing this first-ever, groundbreaking #MBFWA LIVE presented by JASU initiative to a worldwide audience,” said Nick Kenyon, Marketing Director, JASU.com. “JASU.com now encompasses even more high fashion, innovative content, and offers unrivalled global exposure of Australia’s best design talent to fashion lovers around the world. This is the first time that consumers will have the opportunity to digitally interact with the exclusive industry event in this way.”
With the City of Sydney on board as a partner, IMG Fashion is able to share the excitement of the event not only with their global audiences digitally, but with the people of Sydney via the Mercedes-Benz Fashion Week Australia Bar presented by Pelicano. The site will buzz throughout the Event week, and with more than 100,000 people passing through on a daily basis, Martin Place offers the perfect spot for fashion lovers to take in all the action from the runway.
“Sydney’s fashion pedigree is underpinned by excellent retailers, designers and manufacturers, but they’ve faced tough economic conditions,” said Sydney Lord Mayor Clover Moore. “We’re working with Mercedes-Benz Fashion Week Australia to encourage Sydneysiders to get out on the streets and support our fashion scene. I can’t wait to see Martin Place become a front row seat to the buzz of event.”
The partnership between IMG Fashion and Australian etail marketplace JASU.com will mean the site becomes the online destination for LIVE runway footage from Australia’s leading designers, enabling consumers to access the exclusive event online from anywhere in the world, and to become part of the action at Martin Place. This collaboration adds to the IMG Fashion portfolio of solutions for designers to connect with their consumers around the globe.
MBFashionweek.com, the global online home for Mercedes-Benz Fashion Week’s around the globe will host a digital schedule to run alongside the official Event schedule promoting #MBFWA LIVE presented by JASU to the world. The format is modeled on the success of the live stream of Mercedes-Benz Fashion Week in New York, which experienced huge numbers during the Autumn/Winter 2013 collections, with more than 74,000 viewer hours from 153 countries for the duration of the Event.
Join us in experiencing all the highlights LIVE from Mercedes-Benz Fashion Week Australia at JASU.com.
Title sponsor Mercedes-Benz is joined by Destination NSW, Maybelline New York, DHL, Redken, City of Sydney, JASU, oOh!, Pullman Hotels, Peroni, Tempus Two, Acqua Panna, CÎROC, Pommery, Fresh Catering and Carriageworks.