It’s a case of RAFW being no more, with April’s rumours that winery Rosemount Estate would be bowing out of being the principal sponsor of Australian fashion week.
In their place comes marquee brand Mercedes-Benz, with the owners of the fashion week today announcing both the partnership and the renaming of the event to Mercedes-Benz Fashion Week Australia.
The automobile manufacturer will also be aligning itself with the consumer focussed Sydney Fashion Festival.
Mercedes-Benz will initiate its association with the Mercedes-Benz Fashion Festival Sydney (formerly known as Rosemount Sydney Fashion Festival), in August this year.
Gavin Allen, General Manager Marketing, Mercedes-Benz Australia/Pacific said, “As the founding naming rights partner of Australian Fashion Week in 1996, we are excited to once again align our brand with this premier industry event and continue to strengthen our brand’s global commitment to fashion. We look forward to a successful Mercedes-Benz Fashion Week Australia and Mercedes-Benz Fashion Festival Sydney partnership, celebrating the continued pursuit of Australia’s design excellence.”
IMG Fashion partners with Mercedes-Benz around the world on a number of high profile fashion events including Mercedes-Benz Fashion Week’s in New York and Berlin. When Australian Fashion Week was established back in 1996, Mercedes-Benz was the original naming rights partner, with the title passed to Rosemount in 2006.
Mercedes-Benz fashion week Australia will next be held in May 2012.