Augmented Reality Is Coming To Mercedes-Benz Fashion Week Australia

Augmented Reality Is Coming To Mercedes-Benz Fashion Week Australia

Mercedes-Benz Fashion Week this year bringing a fusion of fashion and technology with their new sponsor, Mastercard.


It has just been announced that Mastercard will be an official sponsor of Mercedes-Benz Fashion Week Australia (MBFWA) for 2018.

The new sponsorship will see Mastercard team up with the iconic Australian fashion label C/MEO Collective on ‘Connecting Threads’, a unique activation at MBFWA.

‘Connecting Threads’, created by New York street artist, HOTTEA, is a fusion of fashion and technology brought to life using the simplest element within textiles – thread – and the very latest innovative technology experiences.

The addition of augmented reality will be used to give people an immersive behind-the-scenes runway experience and access to exclusive content.

Guests will be able to browse, interact with and purchase C/MEO Collective’s May 18 collection ‘Exhibit’ on giant touchscreens. It’s a space where discoveries happen, conversations start and meetings take place.

Siham Elmawey, Head Designer of C/MEO Collective, says “Supplying experimental designs to dictate future taste, C/MEO Collective is inspired by the connection of innovation, beauty and form. We are always looking to push the boundaries, so we’re excited to be teaming up with Mastercard to unveil our latest collection and offer exclusive backstage access to our runway show.”

This exciting collaboration will showcase ‘Connecting Threads’  through a new and stimulating way that everyone will enjoy.

Sarah Pike, Vice President, Marketing and Communications, Australasia, Mastercard, says, “Mastercard’s ‘Connecting Threads’ represents the thread between these creative moments and the transactions that take place all around us. With the addition of the augmented reality experience, style lovers will receive unparalleled access to C/MEO at MBFWA, exclusively through Mastercard.”

MBFWA runs from the 13th of May until the 17th. For more details on Mercedes-Benz Fashion Week Australia check out their website here.

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