Australian Fashion Week reverts to previous sponsor

By  |  0 Comments

Australian Fashion Week (AFW) and the Sydney Fashion Festival have confirmed that Mercedes-Benz will return as naming-rights sponsor. IMG Fashion, who own and operate both events, will return to their founding sponsors after a five-year partnership with Rosemount.

General manager of marketing at Mercedes Benz, Gavin Allen, said that the company was “excited to once again align our brand with this premier industry event and continue to strengthen our brand’s global commitment to fashion”.

Peter Levy, IMG’s senior vice president and managing director, gave a fond farewell to Rosemount. Their partnership saw the establishment of the Sydney Fashion Festival in 2008, as well as celebrating the 15th anniversary of AFW last year.

What we’d like to know is, if Rosemount were able to provide free wine and champagne for VIP guests via its sponsored bar, will Mercedes-Benz being giving guests test-drives onsite of their prestigious product? Or will it only be the Sasses and Bides who score one for a spin, when they can already afford one of their own?

Pictured: a model showcases designs by Zambesi at this year’s (previously branded) Rosemount Australian Fashion Week.