IMG Fashion Asia Pacific
On the eve of Australian Style Week, its owner IMG is poised to sign a brand new naming rights sponsorship offer with Mercedes-Benz worth an estimated $1 million.
Following 5 years with the wine brand name Rosemount, the Sydney event will add prestige and step much more broadly onto the international stage through Mercedes-Benz’s existing naming rights sponsorships of style weeks around the world which includes New york, Berlin and Swim Style Week in Miami.
The offer, believed to be a three-year contract with the option to renew for another two years, will make sure fashion week’s continued financial balance once its partnership with Rosemount expires this yr.
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Mercedes-Benz was the partner of the inaugural style week in 1995, but wound up its involvement after eleven many years when sponsorship costs increased in 2005. It went on to sponsor other international style weeks, however the Herald understands now it is returning to its original partner.
”’It’s totally wonderful that Mercedes-Benz are returning as the naming rights sponsor,” said the founder of Australian Fashion Week, Simon Lock, who brokered the original Mercedes deal.
”Their Australian association was instrumental in sending them into partnership with fashion across the world, so it’s arrive complete circle.”
This year’s fashion week will start on Might two and will be opened through the Sydney label Zimmermann, which is celebrating its 20th anniversary.
”We thought it might be a good way to celebrate twenty years within the company,” said Nicky Zimmermann, who runs the label with her sister, Simone.
The duo will reveal their new ”halcyon days” assortment of swimwear and day dresses that were inspired by a piece of material purchased in Mexico custom baseball jerseys.
”I wanted to capture that stunning warm idyllic feeling of summer,” said Zimmermann.
It’s also halcyon days for your brand name. With 15 stores and 150 stockists across the world, it’s opening a permanent boutique in Los Angeles.
”We are hoping to open just following style week, so I will ideally be taking off on the plane directly away,” Zimmermann said.
The Australian Fashion Week parent company, IMG Fashion Asia Pacific, yesterday refused to confirm the new sponsorship deal.
”We are within the last phases of confirming a new partner, but until that is complete we are not inside a place to confirm or deny,” the company’s advertising and communications director, Graeme Lewsey, said yesterday.
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