When it was announced that IMG Fashion was moving Australian Fashion Week (officially known as Mercedes-Benz Fashion Week Australia – MBFWA) from the glamorous harbour side location of the Overseas Passenger Terminal to Carriageworks in Eveleigh, I knew a few people who were wondering “WHY??”. Myself? I was a little sad but also a little excited because change is always refreshing after all.
And then there are all the new things IMG have planned.
“IMG Fashion is thrilled with the exciting new additions and upgrades made possible by the move of Mercedes-Benz Fashion Week Australia to Carriageworks,” said Jarrad Clark, Director of Global Production, IMG Fashion Events and Properties. “By pioneering original digital innovations, and building on the success of previous seasons, we continue to provide an internationally recognized platform for Australian designers, ensuring increased exposure to a worldwide audience.”
So what is in store for the upcoming MBFWA from April 8th – 12th in Carriageworks?
WHO IS SHOWING
The official schedule won’t be released until March, but some designer names that have been revealed are:
- Alex Perry
- Lisa Ho
- Ginger & Smart
- Manning Cartell
- Camilla
- Alice McCall
- We Are Handsome
- Romance Was Born
- Michael Lo Sordo
- Jayson Brunsdon
- Bec & Bridge
- Aurelio Costarella
Ed’s note: We can’t help but wonder where the MBFWA regulars likes of Zimmermann, Gary Bigeni and Camilla and Marc are on this list. We are hoping that Josh Goot, Dion Lee, Christopher Esber and Ellery will be late additions also.
WHAT’S ON SITE
According to the release, MBFWA 2013 will celebrate fashion, art and culture under one roof. Which we translate it to mean that much more things will be happening at Carriageworks than ever did before at the OPT.
A list of things revealed (so far):
- The traditional runway space will work alongside our multi-purpose and flexible venues The Box and The Theatre, catering to each designer’s individual needs and creative specifications.
- Onsite photo studio where designers can shoot their look books immediately following their show.
- A dedicated seminar space where designers can screen original film and video content throughout the event week. The space doubles as an onsite conference room providing even more facilities for partners and brands to conduct business onsite.
- The esteemed designer trade fair ‘Premiere’ will also be on site for S/S wholesale buying. Premiere will also play host to a series of eye-opening fashion business seminars and educational forums led by experts from around the globe onsite within the Mercedes-Benz Fashion Week Australia facilities.
A DIGITAL PROGRAM
We’re not quite sure what this means, but according to release it will be supported by “global social media channels transporting the excitement from the front row directly to the world within seconds of it taking place on the runway.” Intriguing.
Are you ready for MBFWA? Stay tuned, we’ll be bringing you action from all angles in just a few weeks.
