Events and properties company IMG Fashion has introduced a new e-commerce platform at Mercedes-Benz Fashion Week (MBFW) Australia, where consumers can purchase the designer collections displayed during the runway shows in Sydney directly. This service will be available on MBFW Boutique’s website and gives customers the chance to purchase fashion arrivals months in advance before they become available in retail.

Catherine Bennett, SVP and managing director at IMG Fashion: “Mercedes-Benz Fashion Week Australia is the first event in our family of global platforms that adopts this new technology. The initiative helps convert consumer interest into commercial outcomes for our designers, and provides an added value and measurable benefit of staging their MBFW show”.

In order to support this launch, a pop-up store will operate in the hub during the Mercedes Benz Fashion Weekend Edition, where visitors can shop, using iPads connected to the virtual platform. Additionally to the e-commerce site, fashion consumers can purchase the items by activating the boutique with an SMS or by Twitter.

The MBFW Boutique sells a selection of products from the spring/summer 14-15 collections of Ae'Lkemi, Betty Tran, Bianca Spender, By Johnny, Carla Zampatti, Gail Sorronda, Ginger & Smart, Hayley Elsaesser, Haryono Setiadi, Ixiah, Jayson Brunsdon, Kahlo, Leroy Nguyen, Phoenix Keating, Serpent & Swan, Suboo and Talulah.