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Camilla 
Image by Eva Rinaldi Celebrity and Live Music Photographer Mercedes-Benz Fashion Week; Cruise Bar hosts famous fashion event; MBFWA business wheels in motion Cruise Bar Hosts Fashion Week... When it comes to style the Cruise Bar and Restaurant is a perfect host partner for the prestigious Mercedes-Benz Australian Fashion Week. For the first time in many years, Cruise Restaurant is open to the public everyday of fashion week for lunch and dinner. Fashion Week is Sydney’s premier fashion and lifestyle event showcasing some of our most talented and contemporary designers. The beautiful waterfront location of Cruise Bar in Circular Quay is an ideal location to enjoy gourmet food, decadent wines and delicious cocktails while enjoying the cultural surrounds that is Fashion week. For more information visit their official website. Mercedes-Benz Fashion Week: Business, fashion, beauty, deals and gossip... Sydney will be enjoying a bevy of catwalk shows and party like events as Mercedes-Benz Fashion Week Australia commences tomorrow. But unlike the increasing number of fashion festivals across the country where people can buy tickets to events, MBFWA is invitation only. Today was media registration day, which was quite an event in its own right. Over five days, fashion designers show their latest collections to media reps, celebrities and retail buyers, and the response can be paramount to the bottom line. This year happens to mark Mercedes-Benz’s return to Fashion Week as the title sponsor, which many media and fashion commentators have welcomed. “The strong link between Mercedes-Benz and fashion was initiated in Australia with the launch of Mercedes-Benz Fashion Week in 1995, so it’s come full circle,†advised Mercedes-Benz senior manager of corporate communications David McCarthy. The car maker’s Fashion Week events have spread around the world to places such as New York and Berlin, and to Swim Fashion Week in Miami. The Mercedes-Benz’s sponsorship deal was not exactly a secret last year as Rosemount’s (wine) five-year run came to an end. The new deal is understood to be valued at million over three years but McCarthy says the details are confidential. MBFWA comes with a many change. A key change from the festival organisers is that IMG Fashion have reduced the price of on-site venue fees. A trend over the past few years. This year, it set back exhibitors ,250 to use the newly returned Tent at the Overseas Passenger Terminal as a catwalk venue, 00 to be a part of Fashion Week but show off-site and between 00 and 00 to showcase collections at The Rocks Pop-Up suites. Two of the festival’s biggest names, Josh Goot and Dion Lee, pulled out a fortnight before their respective shows. The designers who have fallen by the wayside in the lead-up to the five-day event have either opted to concentrate on upcoming overseas shows (Lee), to focus on getting collections out to coincide with northern hemisphere seasons (Goot) or have chosen to disregard Fashion Week from the get-go, with Fairfax Media pointing to Alex Perry as the example. For Melbourne Business School associate professor of marketing Mark Ritson, having Australian designers drop out is a “tricky†scenario. “On the one hand, you have to respect any Australian designer focused on building their reputation overseas,†he says. “We are perilously under-represented in Paris and Milan. “But at the same time, a designer has to be careful of burning branding bridges back home. That said, if Goot or Lee make it in Europe they’ll be welcomed back home in 2013 with open arms.†Fashion Week is serious business. Alongside Mercedes-Benz, sponsors that have signed on this year include DHL, EYE, HP, Maybelline NY, Redken, Shangri-La Hotel Sydney, Pentax, Keystone Hospitality and Getty Images. The NSW government, Destination NSW and Austrade are also supporting the event. In addition, designers are obtaining their own sponsorships. Jayson Brunsdon’s show, for instance, is being presented by Myer and sponsored by Qantas, Woolmark, TRESemme, MAC Cosmetics and Joh Bailey. Couture designer Johanna Johnson is the virgin Australian designer to showcase her collection at the prestigious Mercedes-Benz Presents show, which has previously featured big fashion names such as Herve Leger by Max Azria, Carolina Herrera and Badgley Mischka. “To do [the Presents show] during our first year back was a priority,†McCarthy says. Johnson recently found international success, with Hollywood actresses Christina Hendricks and Maya Rudolph wearing her feminine creations on the red carpet. The show will have the same feel â€" glamour, lots of hand-beading and detailed finishes. “I hadn’t really considered doing it and was focusing more on overseas expansion this year,†Johnson says. “But we’re having so much feedback from Australians wanting to know more now, it will be really good to showcase our luxury lifestyle line and red carpet ready-to-wear.†She initially signed on to show in the smallest of the three catwalk venues, the Box, but had to move the show to the Tent (the biggest) as the number of outfits she wanted to parade expanded. “It’s our debut show so we want it done as well as it possibly can be,†she says. Australian accessories giant Oroton is launching its first ready-to-wear collection. But for creative director Ana Maria Escobar, the clothes are there to show off the accessories â€" be they handbags, jewellery or shoes. “The biggest thing is when I walked into the stores, I saw they needed something soft to highlight the accessories,†she says. Customers can expect “understated quality†from the new Oroton clothing range. “To me, functionality is important,†Escobar says. “So are the materials . . . it can be a simple singlet but made out of really beautiful silk or customised fabrics. There’s a tone of heritage as well.†While Oroton views Fashion Week as important, Escobar says there is also “life beyond those 15 minutes on the catwalkâ€. For the retailer, it’s about reminding people of the brand. “We want to talk a little louder about the product we design,†she says. “Fashion Week gives us that space without having to scream.†This year, a great spread of overseas buyers will be in attendance, many from online retailers such as Net-A-Porter, My Wardrobe, Shopbop, Moda Operandi and ASOS. Department store Harvey Nichols and Hong Kong-based Joyce will also have buyers present. The retail picture in Australia is not particularly strong, and IBISWorld analysts are predicting growth for the local rag trade over the coming financial year will be flat at just 0.5 per cent. IBISWorld general manager Karen Dobie says the high Australian dollar is a double-edged sword for retailers, as local vendors can buy overseas at a favourable rate, but increasingly tech-savvy competition is straining profit margins. New to MBFWA: Dylan Cooper; Flowers for a Vagabond; Toi et Moi Sydney; By Johnny; Oroton; Watson x Watson; An Ode to No One; Jenny Kee; Aje; Roppa Pemmaraju; Bless’d Are The Meek and Nana Judy Not present this year: Dion Lee; Josh Goot; Alex Perry; Arnsdorf; Morrison; Friend of Mine; Flannel; Karla Spetic; Lover; Therese Rawsthorne; Ms Couture; Rachel Gilbert; Little Joe Woman (voluntary administration); Nookie; Amber & Thomas; Marnie Skillings; Kate Sylvester; Shakuhachi; Bianca Spender; Dhini; Camilla & Marc; White Suede; Yeojin Bae; Lisa Blue; Limedrop; Stolen Girlfriends Club; Alistair Trung; Saint Augustine Academy (which shut up shop late last year) Returning to the show: Romance Was Born; Camilla; Aurelio Costarella; Ksubi; Jayson Brunsdon; Akira Camilla... Since launching her label eight years ago, Camilla Franks continues to receive global recognition as an Australian designer who has a unique approach to creating colorful, playful and luxurious lifestyle fashion. Her unique ready-to-wear and resort wear designs are becoming highly sought after products, capturing the attentions of celebrities and fashionistas alike. Camilla’s global fan club (which includes the likes of Beyonce Knowles, Miranda Kerr, Kate Hudson, Lily Allen and Gwen Stefani) reached new heights 2 years ago when the queen of television, Oprah Winfrey, glowed in one of her designs while taping her ‘down under’ series. The general public and the fashion world gushed and stock sold out overnight. Camilla is definitely a brand on the move. So, how did Camilla Franks become one of Australia’s most iconic fashion designers? This iconic brand came to be whilst Camilla was exploring her passions for theatrical artistry. Here, she embraced her inner creative spirit to craft beautiful elaborate costumes for the various characters in her productions. It wasn’t long before the Australian fashion market caught eye of these imaginative, easy-to-wear designs and catapulted Camilla on this amazing journey. Today, Camilla has evolved from beach and resort fashion into ready-to-wear clothes that cater to all her client’s needs. Globally, Camilla has begun weaving into the various fashion niches, resulting in a kaleidoscope of high-end editorial and extending an already growing customer database. Over eight years, Camilla has produced nine collections: these include the highly anticipated 2011/12’s Spring Summer Collection, Labyrinth; which has received significant media attention and 2012’s Autumn Winter Collection Caravanserai, Camilla’s second winter season. The success of her brand is derived from Camilla’s philosophy that “all women have the right to look and feel beautiful no matter their age, colour, size or originâ€, this is also a testament to the company’s popularity and growing awareness. Camilla is a brand that celebrates women, self-expression, beauty and individuality. The signature ‘Camilla’ piece is a statement of brilliant colour, graphics and material rhythm. It is a celebration of shapes that can be tailored to individual styles and that follow global trends. Mercedes-Benz Fashion Week Australia Announces Preliminary Line-up... Mercedes-Benz Fashion Week Australia Announces Preliminary Line-upfor Spring/Summer 2012/13 Collections Sydney, Australia (February 29, 2012) Mercedes-Benz Fashion Week Australia is excited to announce cult label Ksubi, celebrity favourite Camilla, Zimmermann, Lisa Ho, Toni Maticevski, Aurelio Costarella, Jayson Brunsdon, Ellery, and Carl Kapp will be amongst the line-up of designers showcasing their Spring/Summer 2012/13 Collections at Sydney’s Overseas Passenger Terminal, April 30 to May 4, 2012. "MBFWA is a fantastic opportunity for emerging Australian designers to join already well established designers in showcasing their creations not just in venues that people expect but in venues and spaces that will reflect the diversity and vibrancy of the Australian fashion scene. The shows, presentations and locations demonstrate that MBFWA has a flavour and style that can more than hold its own around the world" says Gavin Allen, General Marketing, Mercedes-Benz Australia/Pacific. A stand out on the 2012 schedule is expected to be Romance was Born. The label is showcasing their polished ready to wear collection combining art and wearable fashion in a sophisticated Spring Summer range. Johanna Johnson will also attract hype as she hosts an intimate salon show for her debut at MBFWA. Mixing old Hollywood charm and modern simplicity, Johnson is renowned for her recent Oscar’s role dressing starlets in her eponymous label. Iconic Australian brand, Oroton will also debut on the runway at MBFWA for the first time demonstrating the brand is as skilled at creating Ready to Wear women’s wear as well as their well known luxury accessories. Joining this incredible line up of iconic designers are Magdalena Velevska, Alice McCall, Lisa Maree, Gary Bigeni, Bec and Bridge, Miss Unkon, Bowie, Kooey Australia, Michael Lo Sordo, Kirrily Johnston and Talulah. New talent showcasing for the first time, Watson x Watson are sure to excite international buyers and media with their collections, providing new ‘ones to watch’ for our global audience. Watson x Watson focus on everyday luxury and easy glamour, with a relaxed, sexy appeal that has become synonymous with Australian fashion. Other newcomers joining the MBFWA family: We are Handsome, Aje, Elliot Ward Fear, Roopa Pemmaraju, Flowers for a Vagabond, Suboo, An Ode to No One and Project Runway Australia winner Dylan Cooper and alumni by Johnny. Designers involved in the 2012 New Generation, Fashion Design Studio and Raffles emerging talent shows will be announced shortly. “We’re extremely excited by the response from designers and brands and are looking forward to showcasing the new seasons Spring Summer Collections in our world class facilities on site as well as sharing more of the city of Sydney’s wonderfully unique locations with our expanded off site program of shows and presentations’†says Jarrad Clark, Global Production Director, IMG Fashion. Leveraging our global network, Mercedes-Benz Fashion Week Australia is introducing new showroom spaces, exciting venue upgrades and unique presentation spaces to ensure our line up of designers have innovative way to communicate their artistic vision for 2012. For the first time on Australian soil, many designers will showcase their collections via a studio style presentation space known as The Box. Having established itself at MBFW in NY and Berlin, designers are redefining how they showcase their collections using this blank canvas. Australian designer Dion Lee recently used a presentation style space to showcase his collection at London Fashion Week and wowed crowds with his use of lighting to create drama and engagement around his collection without the confines of the runway. 2012 will also see the much anticipated return of The Tent. Synonymous with international fashion events, the sheer scale of The Tent showroom set on the Sydney harbour foreshore will create an incredible billboard for MBFWA and the Australian Fashion Industry for our attending local and international guests. Key buyers will have the opportunity to get up close with designer collections during the week via a unique offering of Designer Showrooms via The Rocks Pop-Up Suites, utilising retail spaces within The Rocks historical precinct, designers will be able to house their collections off runway, and meet buyers and media in one on one appointments. It is here that designers are encouraged to create consumer offerings around the Fashion Week schedule to create more retail opportunities for our participating designer brands. MBFWA hosts the world’s most influential buyers, media and industry players during the 5 day event and bring Sydney city to life with Fashion Week fever. With the support of our official partners, and showcasing designers, the 2012 season will be a standout year showcasing the creative energy and raw talent that Australia has to offer. Title sponsor Mercedes-Benz is proudly supported by Government partners Destination NSW and Austrade, Maybelline New York, DHL, HP/Intel, Redken 5th Avenue NYC and EYE and as well as media outlet Getty Images. Mercedes-Benz Fashion Week Australia is an IMG event. The Spring Summer 2012/13 Collections will take place April 30 to May 4, 2012, Press and Industry Registration opens March 1, 2012. For more information please visit us online at mbfashionweek.com Follow us on Twitter @MBFWA and on the Mercedes-Benz Fashion Week Facebook Websites Mercedes-Benz Fashion Week (Australia) australia.mbfashionweek.com IMG Worldwide www.imgworld.com Cruise Bar www.cruisebar.com.au Eva Rinaldi Photography Flickr www.flickr.com/evarinaldiphotography Eva Rinaldi Photography www.evarinaldi.com
