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Sony to sponsor William Rast Fashion Show at MBFW
Feb '10
William Rast, the "New America" denim lifestyle brand founded by Trace Ayala and Justin Timberlake, announced new details for their Fall/Winter 2010 Show during Mercedes-Benz New York Fashion Week. The brand's third show in New York City will take place on Wednesday, February 17th at Cedar Lake in Chelsea at 7 PM.

Sony, the world's premier consumer electronics and entertainment company, also announced it has signed on as the event's title sponsor, providing fashion industry attendees a rich, high-tech experience complete with live-streaming to William Rast stores nationwide, to the website as well as live-blogging opportunities for fashion media direct from the runway. VEVO, the new premium music video and entertainment service, will also live-stream the event on

During the show, the William Rast collection, known for its high quality denim, leather jackets and collection pieces, will be featured through Sony consumer electronic products -- showcasing the best of design and innovation from both brands. As the official title sponsor, Sony will heighten the visual experience of the show using the company's latest BRAVIA HDTVs to dress the venue, and highlight key pieces and design details of the new clothing line. Industry VIPs, journalists and bloggers will be able to use Sony VAIO PCs and cameras the night of the show to provide real-time updates and reviews online.

Colin Dyne, William Rast CEO, says, "We are extremely proud of our new collection, and believe our collaboration with Sony will truly enhance the experience for our guests at the show and make it one of the most memorable during Fashion Week. The partnership will not only showcase the William Rast brand in an innovative and creative way for attendees, but the live streaming feature will also allow us to connect with our consumers and retail partners nationwide."

Alberto Escobedo, director of brand messaging at Sony adds, "Taking a step into the fashion world was a natural fit. What better way to highlight the creative talents of both brands than showcasing the best of fashion and technology at one show."

In addition to Sony consumer electronic products being featured at the William Rast fashion show, William Rast stores and retail outlets nationwide will also receive a live stream direct from the runway during special in-store VIP events for customers and partners.


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