BACKGROUND

In just three short years the Mercedes-Benz Fashion Festival (MBFF) has positioned itself as the premier fashion event in Queensland and generated national recognition as being the location for launching Spring/Summer collections to the country.

Timed to coincide with the arrival of Queensland’s strongest fashion season, the Festival will run from Sunday 23 through until Friday 28 August 2009 and will feature an exciting array of top local, national and international design talent, events and parades, accessible to a rapidly growing consumer audience.
 
Almost 15,000 people attended shows and workshops last year (an increase of 87% on the year before), and the Festival enabled 59 local and national designers, top fashion graduates and fashion retailers, and seven shopping precincts, to present their Spring/Summer collections to the buying public and national and local media.

To capitalise on the growing interest in these ‘consumer-driven’ fashion events and to allow more people an opportunity to experience the Festival, the iconic Brisbane City Hall has been chosen as the home for the 2009 campaign.

An intensive twelve month campaign is already underway to develop and manage key aspects of the Festival including event management, designer and styling negotiations, sponsorship sourcing and management, and implementation of a national public relations strategy in the lead-up to and during the six days of the festival.

MBFF 2009 will further enhance Brisbane’s positioning as a city of creativity and style and its reputation to stage a dynamic, consumer-driven event that will:

1. boost retail sales and the city’s economy by supporting another home-grown industry;
2. increase awareness for our local industry;
3. increase visitation to the city; and
4. positively re-enforce the city’s ability to stage international standard events.

Details and the line up of designers will be announced on Thursday 21 May 2009 with tickets going on sale t hrough QTIX.