Around the eve of Australian Fashion Week, its owner IMG is poised to sign a new naming rights sponsorship deal with Mercedes-Benz worth an believed $1 million.
Following 5 years using the wine brand name Rosemount, the Sydney occasion will add prestige and stage more broadly onto the worldwide stage via Mercedes-Benz's existing naming rights sponsorships of fashion weeks around the globe including New york, Berlin and Swim Style Week in Miami.
The deal, believed to become a three-year contract with the option to renew for an additional two many years, will make sure style week's continued monetary stability as soon as its partnership with Rosemount expires this yr.
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Mercedes-Benz was the companion of the inaugural style week in 1995, but wound up its involvement after eleven years when sponsorship costs increased in 2005. It went on to sponsor other international style weeks, however the Herald understands it is now returning to its original partner. Jefferson #25 Blue Jersey
'''It's completely fantastic that Mercedes-Benz are returning because the naming rights sponsor,'' said the founder of Australian Fashion Week, Simon Lock, who brokered the original Mercedes offer. Jefferson #25 White Jersey
''Their Australian association was instrumental in sending them into partnership with style across the globe, so it's come complete circle.''
This year's fashion week will begin on May 2 and will be opened through the Sydney label Zimmermann, which is celebrating its 20th anniversary.
''We believed it might be considered a nice way to celebrate 20 many years within the company,'' said Nicky Zimmermann, who runs the label with her sister, Simone.
The duo will reveal their new ''halcyon days'' collection of swimwear and day attire which were inspired by a bit of fabric purchased in Mexico.
''I wanted to capture that stunning warm idyllic feeling of summer,'' said Zimmermann.
It's also halcyon days for the brand name. With 15 stores and 150 stockists across the world, it is opening a permanent boutique in Los Angeles.
''We are hoping to open just after fashion week, so I will ideally be taking off on the plane straight away,'' Zimmermann stated.
The Australian Fashion Week parent business, IMG Fashion Asia Pacific, yesterday refused to confirm the brand new sponsorship offer.
''We are in the final stages of confirming a new partner, but till that's total we are not in a position to verify or deny,'' the company's advertising and communications director, Graeme Lewsey, said yesterday.


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