Mastercard is the thread connecting runway and retail through new sponsorship
Sydney, 14 May 2018 – Mastercard has today announced a new partnership to be an official sponsor of Mercedes-Benz Fashion Week Australia (MBFWA) for 2018.
The new sponsorship will see Mastercard team up with Australian fashion label C/MEO Collective on ‘Connecting Threads’, a unique activation at MBFWA.
Created by local artist Kate Banazi, ‘Connecting Threads’ is a fusion of fashion, innovation and technology which evokes the complex interaction between light, form and colour in fashion, celebrating the notion and artistic journey of a thin line of thread. It’s a space where discoveries happen, conversations start and meetings take place.
Guests will be able to browse, interact with and purchase C/MEO Collective’s May 18 collection ‘Exhibit’ on giant touchscreens. The very latest augmented reality has also been used to give people an immersive behind-the-scenes experience and access to exclusive content, only available at the ‘Connecting Threads’ activation.
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.”
Sarah Pike, Vice President, Marketing and Communications, Australasia, Mastercard, says “The magic of fashion week is in the fusion of great creative moments – runway shows, inspired creations and the discovery of talented up-and-coming designers. Fashion has the power to connect people and bring these moments to life.
“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.”
Mastercard is a technology company in the global payments industry. Our global payments processing network connects consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. Mastercard products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier, more secure and more efficient for everyone. Follow us on Twitter @MastercardAU, join the discussion on the Beyond the Transaction Blog and subscribe for the latest news on the Engagement Bureau.
Jade Barringer, 0406 816 092
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