Mercedes back in fashion

LOCAL designers welcomed yesterday's return of Mercedes-Benz as the naming rights sponsor of Australian Fashion Week.

LOCAL designers welcomed yesterday's return of Mercedes-Benz as the naming rights sponsor of Australian Fashion Week. The luxury car company takes over the naming rights from Rosemount, a wine division of the Foster's group, after a five-year hiatus.

"I think Mercedes-Benz is a much better fit with Australian Fashion Week," Nicola Finetti said. "They are involved with fashion weeks all over the world."

Finetti made his Australian Fashion Week debut in Sydney in 1998, when Mercedes-Benz was sponsor, but did not take part in this year's event, held in Sydney last month.

"It certainly gives the event more prestige," he said, adding that he would consider showing next year.

Alex Perry, one of fashion week's biggest names, welcomed the announcement. "They will certainly add some sparkle to the event," Perry said.

"The most important thing is that there is a committed sponsor and we don't return to the dark days before there was a festival."

Perry said thirsty members of the fashion media would be relieved by the new three-year agreement. "When Rosemount came on board, there were a lot of sniffy complaints from people about not being able to drink champagne," he said. "They should be happy now."

Australian Fashion Week, is owned by IMG Fashion and open to buyers and the media. IMG Fashion also owns the Sydney Fashion Festival, which is open to the public. Mercedes-Benz's relationship with IMG will begin with the Sydney festival in August.

"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," Gavin Allen, general manager marketing of Mercedes-Benz Asia Pacific said.

The partnership with Mercedes-Benz will be of benefit to the Australian fashion community said Peter Levy, the managing director of IMG Fashion Worldwide.