IMG Fashion to broadcast Live footage of MBFW Australia

04 Apr '13
4 min read

For the first time ever, Mercedes-Benz Fashion Week Australia will be broadcasting every designer show held at Carriage works LIVE from the runway and direct to audiences around the world.

IMG Fashion’s partnership with 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 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.” 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.

“ 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,

“ 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.

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