IMG acquires Australian fashion firm

MUMBAI: Sports and lifestyle management and marketing firm IMG has signed an agreement to acquire Australian Fashion Innovators (AFI) and with it the fashion event, Mercedes Australian Fashion Week.

The acquisition also includes the management and production of the Mercedes-Benz Start Up program in Australia and New Zealand, the Mercedes-Benz Asia Fashion Award programme which is currently held in six countries throughout Asia, the Singapore Fashion Festival and other fashion events around the Asia Pacific region that are in development, including events in India, China and Japan.



Australian Fashion Innovators former CEO Simon P. Lock will be the MD of the newly formed IMG Fashion Asia Pacific .

IMG currently owns and operates a number of the fashion events. These include Olympus Fashion Week (New York ), Mercedes-Benz Fashion Week at Smashbox Studios (Los Angeles ), Fashion Fringe (London). In India IMG produces the Lakme India Fashion Week. It also owns and publishes the magazineThe Daily in New York.



IMG Fashion Asia Pacific will operate initially from four offices in Sydney, Melbourne, Singapore and Hong Kong. The Sydney office will continue to share the offices of The Lock Group, which owned AFI. The Melbourne office will be based at IMG Australia's corporate offices in St. Kilda Road, St. Kilda. All existing AFI staff will be involved in the new venture and the transition, and will join with IMG staff to work with current sponsors of the events and suppliers, maintain relationships with designers, retailers, the media and the Australian industry in general.



Lock says, "This new venture will benefit from the combination of the experience, expertise and networks of both IMG and my former AFI team. It is the best thing to happen to the Australian fashion industry since Mercedes Australian Fashion Week was first established in 1996. It means that our events and our industry will now benefit through the international alignment of an organisation that owns and has relationships with other international fashion weeks on the circuit. For Australian designers this will mean new opportunities for growth. For MAFW it means increased marketing influence globally."

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

Latest Reads
Mindshare appoints M K Machaiah as chief innovation officer

MUMBAI: India’s largest full service media agency, Mindshare, a part of GroupM has appointed MK Machaiah, known as Mac, as chief innovation officer for South Asia.

MAM Media and Advertising People
LG astronaut becomes the most watched ad in India this year

MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views.

MAM Marketing MAM
Ola gets Viraj Chouhan to head communications

MUMBAI: Cab hailing service Ola has appointed Viraj Chouhan as its chief communications officer. In his new role, Chouhan would be reporting to co-founder and CEO, Bhavish Aggarwal and will be based in Gurgaon, shuttling between the Millennium City and Bangalore.

MAM Marketing Brands
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies
Britannia NutriChoice promotes healthy food choices

MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the...

MAM Marketing MAM
Soho Square wins creative mandate for Medlife

MUMBAI: Soho Square Bangalore has won the creative mandate for MedLife, the healthcare app. The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch. Soho Square will now partner with MedLife on a journey to simplify healthcare by making the entire...

MAM Marketing MAM
Telangana govt & Oyo team up for hospitality development

The Telangana government and hospitality company Oyo have announced their intent to collaborate to develop the hospitality ecosystem in the state. Oyo’s new tech development centre was inaugurated by Telangana minister for IT, electronics and communications K Taraka Rama Rao.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories