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Taking a cue from LMFF, RAFW are launching a Sydney fashion festival.

Premier Iemma and Events New South Wales with IMG
Fashion and Rosemount have announced the creation of the Rosemount Sydney
Fashion Festival (RSFF) for August 2008 that will promote the citys
fashion, retail and tourism sectors and reinforce Sydney as one of Asia
Pacifics major fashion capitals.

The Rosemount Sydney Fashion
Festival will be centrally located in Sydney's CBD and will promote the
city's eclectic fashion market from major department stores through to
independent retail outlets. The multi-day festival will include collection
shows, in-store promotions, celebrity events, exhibitions, launches and
after parties in and around Sydney.

NSW Premier Morris Iemma said,
The NSW Government is pleased to support IMG Fashion Asia Pacific and its
title sponsor Rosemount in their development and execution of the annual
festival that will receive funding over a 3 year period through the new
NSW Events Corporation, Events New South Wales.

"The NSW Government
is a strong supporter of the fashion industry and this is a further
example of our commitment. Sydney loves fashion, and is already home to
many of the countrys leading designers as well as the Asia Pacifics
leading fashion industry event - Rosemount Australian Fashion Weeks
Spring Summer Collections, he added.

A specially built showroom is to
be built in Martin Place and will provide the festival with a central hub
of activity and herald a schedule of lunchtime and evening runway
collection shows that will feature an eclectic mix of the seasons fashion
spanning broad-appeal fashion merchandise through to independent ready to
wear designer labels.

Other planned elements of Rosemount Sydney
Fashion Festival include:

· A platform to present emerging NSW based
designers, as a stepping stone to RAFW and beyond
· Embracing Olympic
fever in 2008, with a special urban and sports themed showcase
·
Provision of a Fashion Arena that will feature guest appearances by
media celebrities, radio outside broadcasts, daily promotions, fashion and
beauty makeovers, book signings and sponsor activities
· 'RAFW Review
Collection Shows which will be a highlight of the official schedule
featuring the very best of Australian fashion on show at RSFF for the
public to view
· An exciting schedule of after hours parties and special
events that will be presented in partnership with Rosemount and various
Fosters brands
· A number of fringe events and activities developed by
third parties
· A Retail Walk that will encourage consumers to move
between the runway shows and consumer incentives hosted by various
retailers
· The presentation of the Australian Fashion Laureate 2008
as the closing event for the festival
· A custom published directory to
the festival with wide consumer distribution promoting the schedule of
events and highlights

The inaugural Rosemount Sydney Fashion Festival
will debut in 13 17 August 2008 to coincide with the retail fashion
industrys busiest selling season and will then occur annually. Many
events will be free to the public and some select events will be ticketed
through an easy to use online ticketing system developed specifically for
the festival.

Simon Lock, Managing Director, IMG Fashion Asia Pacific
said, Rosemount Australian Fashion Week has been at the pinnacle of the
Australian fashion industry for more than a decade now, and has enjoyed
its reputation as the leading fashion trade event in the Asia Pacific, at
the forefront in promoting a creative and sophisticated image of Australia
and its fashion. We now have an opportunity to take that fashion industry
experience and expertise direct to the domestic consumer, right here in
the heart of Sydney.

Anthony Heraghty, Marketing Director, Fosters
Australia commented, Rosemount Sydney Fashion Festival provides an
exciting platform for Rosemount to extend the association with fashion and
style through Rosemount Australian Fashion week directly to consumers
within the heart of Sydney. It is fitting that Rosemount Sydney Fashion
Festival is brought to you by such a proud Australian wine one which has
its own longstanding reputation for innovation and style.

Sydney
residents and its visitors will be able to see the latest Spring Summer
collections modelled on the catwalk within a specially created tent
structure in Martin Place that will boast state-of-the-art lighting, sound
and staging configurations with the same production teams responsible for
producing RAFW. The general public will then be encouraged to buy items
and make use of their newly acquired style and trend information, and shop
the surrounding boutiques and retail precincts of Sydneys CBD.

In
conjunction with the announcement of the Rosemount Sydney Fashion
Festival, IMG Fashion confirmed that the RAFW Transeasonal Collections
(the second seasonal trade event transferred to Sydney from Melbourne last
year), will no longer take the same format. There will be no central venue
or infrastructure to present collections, however designers that want to
continue to show their wholesale collections for the season will have an
opportunity to be a part of an official schedule distributed to key buyers
and media by IMG Fashion.

Ends.

I went to this media launch and was quite impressed. We were shown the artists impressions of the venue and site and it looks very exciting :) A great drawcard for Sydney fashion followers.