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After losing LIFW, IMG bags Australian Fashion Innovators

After losing LIFW, IMG bags Australian Fashion Innovators

Author | exchange4media News Service | Monday, Oct 17,2005 7:38 AM

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After losing LIFW, IMG bags Australian Fashion Innovators

An international takeover by New York-based sports and lifestyle management and marketing firm IMG is likely to have its impact in the Indian market too. For IMG, which produced the Lakme India Fashion Week till recently, there might be more high profile events coming up in India in the fashion space with the takeover.

IMG has acquired Australian Fashion Innovators (AFI), and with it, one of the region’s premier fashion events, the Mercedes Australian Fashion Week.

The acquisition also brings with it the Mercedes-Benz Asia Fashion Award programme, currently held in six countries in Asia; the Singapore Fashion Festival; and other fashion events in development across the region, including India, China and Japan.

“We are very proud of our existing fashion properties, and the formation of IMG Fashion Asia Pacific is consistent with our long-term goals of owning, operating and/or representing many of the world’s top fashion events. The events and territories are a perfect fit with the fashion businesses we have been building over, the years,” said IMG’s Asia Pacific MD, Martin Jolly.

Simon P Lock, founder and former CEO of Australian Fashion Innovators, has been named Managing Director of the newly formed IMG Fashion Asia Pacific. The new entity will initially operate from four offices in Sydney, Melbourne, Singapore and Hong Kong. The first major event from IMG Fashion Asia Pacific will be the Mercedes Australian Fashion Week’s Autumn Winter ’006 Collections, to be staged in Melbourne in end-October 2005.

“We believe IMG Fashion Asia Pacific is set to become the region’s definitive fashion events and content company. The company will specialise in trade and public access fashion events as well as developing fashion content for television, online and 3G broadcasters,” said Lock.

IMG Fashion Asia Pacific has now been set up to provide focused resources to grow the Asia Pacific fashion industry through a number of initiatives, while adding value to existing ventures and events, said a company release. The new company will position itself as a professional, creative and connected fashion event and fashion media content developer in the Asia Pacific.

The group owns and operates a number of international fashion events under IMG Fashion. These include New York and LA Fashion Weeks and Sunglass Hut Swim Shows Miami, which IMG owns outright, and then there are the Milan Fashion Week, London Fashion Week and other events, where it has interests. Till recently, IMG used to produce the Lakme India Fashion Week.

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