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:: Spotlight :: Mercedes Australian Fashion Week - Melbourne 2004

By: Carmine Pascuzzi

Pictured: The Source@MAFW

The Mercedes Australian Fashion Week (MAFW) Autumn Winter 2005 collections are fast approaching and Melbourne is gearing up to welcome everyone to what launches a pretty hectic and festive season. The event has been brought forward to the last week of October and just prior to the famous Melbourne Cup Carnival and Australian Film Industry Awards. MAFW will run from Monday, October 25 through to Friday, October 29 as part of the international buying circuit.

This will be the third year that Melbourne's Federation Square hosts the season's collections and a number of architecturally superb venues will once again be used to stage a spectacular schedule of Individual Collection Shows, Ready To Wear, and New Generation Group Collections Shows as well as house The Source @ MAFW.

The official schedule is filling up fast with Australian and Asia Pacific designers all raring to present their collections.

This season sees The Source @ MAFW continue to establish itself as a truly interactive global resource for the high-end boutique fashion label to the emerging designer of tomorrow. Running from Tuesday, October 26 to Thursday, October 28, The Source @ MAFW provides participants with a platform to conduct business on a global level to an international audience.

For MAFW Autumn Winter 2004/ 05 a number of exciting key initiatives have been introduced, they include:

- Centralising The Source @ MAFW to ensure constant traffic flow. All delegates will be required to pass through The Source @ MAFW via registration, before proceeding to any of the Collection Showrooms. This will assist you in conducting business in a vibrant and exciting place to a receptive audience.

- The International Delegates’ Office will be located in The Source @ MAFW. This will make communicating with International Delegates and their hosts easier.

- Creating Ready-to-Exhibit spaces that come fitted out, streamlining the look and feel of The Source @ MAFW.
All that is required of delegates is to bring their product and focus on conducting business.

- Raising the quality of The Source @ MAFW by implementing a selection criterion. This will help in focusing The Source @ MAFW as an innovative and exciting place for the industry to source talent.

- Introducing Shot Live @ MAFW. This initiative gives participants the opportunity to conveniently have a look book produced live at MAFW by a professional fashion photographer.

These key initiatives will assist delegates in conducting business more efficiently, effectively and successfully, in an interactive and cost effective business environment.

The Source @ MAFW continues to facilitate:

- Establishing, building and maintaining relationships with international and domestic media, retailers and industry representatives
- Generating commercial outcomes
- Generating publicity and editorial opportunities
- Positioning your brand as a premium label
- Generating and building awareness of your brand internationally and domestically
- Showcasing your Autumn Winter 2005 Collections to international and domestic media, retailers and industry representatives

For more information, visit