By JAMES GORMAN
Models pose during the launch of Mercedes-Benz Fashion Festival Sydney at Bondi Beach.
Sydney Town Hall will become the center of the fashion world with the launch of Mercedes-Benz Fashion Festival on Wednesday.
Around 10,000 guests, including 50 top designers, will attend collection shows, celebrity events and exhibitions during the four-day festival that will cap-off the city’s month-long Sydney is Fashion celebration.
SYDNEY STREETS TURN INTO A FASHION MECCA
Lord Mayor Clover Moore said the consumer-driven event promotes Australia’s fashion, retail and tourism sectors in Sydney, while stimulating economic activity for many local businesses.
A model walks the runway during Mercedes-Benz Fashion Week Australia 2014. The fashion industry has become vital to Sydney businesses. (Photo by Jennifer Polixenni Brankin/WireImage)
“Mercedes-Benz Fashion Festival Sydney is all about showcasing Sydney as the fashion hub of Australia and promoting the wonderful talents of Australian designers,” Cr Moore said.
“It generates excitement and a buzz for fashion followers and drives consumers eager to view spring and summer styles and fashion-related businesses into the CBD and our villages.
“The Sydney is Fashion initiative has grown significantly to develop a wider audience reach and increased participation by retailers.”
Leading designers, including Alex Perry, Camilla, Dion Lee and We Are Handsome, will showcase their collections on the runway at the Town Hall.
Visit sydneyisfashion .com.au
The Fashion Festival generates a excitement and buzz, according the Lord Mayor.
FASHION DRIVES CITY ECONOMY
Annual fashion festivals continue to provide significant economic benefits to CBD retailers.
Sydney is Fashion, a City of Sydney funded initiative launched three years ago to support Vogue Fashion Night Out and the Mercedes Benz Fashion Festival, has helped draw attention to the city’s boutique fashion industry through events throughout September.
Executive manager of research and strategy with the City of Sydney Adrea Beattie said the city was committed to supporting fashion in the CBD.
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