IMG has today revealed some major changes to Mercedes-Benz Fashion Week Australia in 2016, with the fashion event shifting from its previous April dates to mid May with a renewed focus on resort.
Held on May 15 - 21 next year, MBFWA will become the first event to host an annual, organised showcase of resort collections. With resort capturing an increased percentage of global retail budgets, these collections offer attractive export business opportunities. With their tran-seasonal nature, resort collections can have a retail life of up to six months in the Asia Pacific market.
“We welcome Mercedes-Benz Fashion Week Australia’s move to late May. MBFWA will now sit within a sales period for our business, which was a missed opportunity in the past. The April date has been too late to take Fall/Winter orders and too early to present resort. The change in dates will allow us to launch our resort collection in Sydney during the beginning of the global sales window for this collection,” says designer Dion Lee.
Parlour X director and buyer Eva Galambos adds: “The global fashion industry is relatively regulated according to an international schedule. It is time that Australia moves forward, pioneering a unique offering that reflects our fashion identity. Australian designers’ ability to present Resort offers both local and international buyers the most relevant and desired collection on the calendar. This means that these collections have a longer sell through period and shelf life, allowing for greater profits and commercial viability.”
IMG Fashion Events & Properties SVP and managing director Catherine Bennett concludes: “Resort collections present a unique offering, as it is the only season where northern and southern hemisphere buying calendars align. With the support of the fashion industry, we look forward to launching Mercedes-Benz Fashion Week Australia as the world’s first resort event in May 2016.”
Image: Always Sometimes Anytime
