Well sort of. You see Fosters is such a major liquor conglomerate, they can afford to be the official major sponsor of Australian Fashion Week â€“ which parted ways with Mercedes at the end of the Spring Fashion Week in May after a 11 year partnership.
But before you think that Australian’s Fashion Week just got more Australian, it will be know as Rosemount Australian Fashion Week.
A rose by any other name I guess?
Though according to the SMH, some industry insiders weren’t entirely impressed with the announcement.
“God – it’s a big fall from Mercedes” said one publicist.
“It’s a very strange alignment, especially when you think of the previous alcohol sponsors like Moet, Finlandia, Perrier Jouet” said Moet spruiker Mark Patrick. “To suddenly go to a mass market still and sparkling wine company seems a very odd mix. I think it makes the alignment with Fashion Week quite bizarre. If I was the marketing director of one of the prestige fashion houses I would not align myself with a mass market brand”.
“Oh that’s glamorous” sniffed designer Alex Perry. “But look it’s sponsorship, it doesn’t worry me. If they’re kicking in the bucks, obviously they have some kind of interest in Australian fashion, but it’s just not Mercedes-Benz”.
Nonetheless the show will go one, Australian Fashion Week Autumn/Winter (or ‘transeasonal’ as they like to call it now) 2007 is just a mere week away â€“ starting on September 4 at the St Kilda Sea Baths in Melbourne.
I wonder who’s showingâ€¦ no designer list, or official face has been unveiled yet.