DHL and IMG Fashion seek to globalise designers
DHL and IMG Fashion seek to globalise designers with DHL Exported
• DHL launches platform to help Kiwi designers break down international borders
• New program announced in lead up to Mercedes-Benz Fashion Week in New York
Auckland, February 18, 2014: DHL, the world’s leading logistics provider, along with IMG Fashion, announced today the launch of a new program, DHL Exported, to support the fashion industry worldwide. This unprecedented program was launched to help designers who are already established in their local market and are gaining momentum internationally, to further their global footprint via the world’s most powerful fashion week platforms. Designers from around the world will submit an application package and select a foreign event of their choice: Mercedes-Benz Fashion Week in New York, London Fashion Week, Milan Fashion Week or Mercedes-Benz Fashion Week Tokyo. A committee of regional experts in each of these markets will review applicants and decide which designer demonstrates the most promise to benefit from debuting their collections at the event.
DHL will sponsor a chosen designer for two consecutive seasons at each of the four Fashion Weeks. Designers will receive a guaranteed spot on the schedule along with a funded and produced runway show. DHL will also underwrite all logistic costs of producing the collection (i.e. international shipping and exporting of hard goods) as well as exporting the collection to New York, London, Milan or Tokyo for the designers’ runway debut.
IMG Fashion has opened up the application process from February 17th (today) through April 2nd at www.DHLExported.com. Finalists will be chosen in April for committee review and winners will be announced at exclusive press events in New York, London, Milan and Tokyo in May.
“DHL Exported will assist in breaking down international barriers for fashion’s brightest talent. DHL’s unsurpassed commitment to supporting the needs of fashion professionals will foster the designers’ brands in new markets by enabling them to debut their collection on the runway in either New York, London, Milan or Tokyo”, said Arjan Sissing, Senior Vice President Corporate Brand Marketing, Deutsche Post DHL.
“DHL has been a longtime partner of fashion weeks worldwide and has continuously supported the advancement of the fashion industry,” says Jarrad Clark, VP and Global Creative Director, IMG Fashion Events and Properties. “DHL Exported stands out from other programs as it aims to help designers who are already locally notable but need that extra boost to further reach their international goals. While there are many successful programs to help emerging talent or designers succeed within one specific country, this program is truly designed with the global mindset that brands today need to adopt in order to grow their brand into international successes.”
After the four winners have been announced in late May, DHL will support the designers’ journey from the outset of transporting fabrics and supplies for the collection to shipping the completed collection to the runway. To extend the reach and further support each designer, DHL and IMG Fashion are also creating an online portal that allows the designers to sell and ship their fashions around the world.
Application, program details, and nominating committee details are available at DHLExported.com. DHL Exported is supported by IMG Fashion, the British Fashion Council, Camera Nazionale Della Moda, and Japan Fashion Week.
During each Fashion Week, on-site stands will further promote the designer and allow attendees to browse through the designs and place orders. In addition, DHL and IMG Fashion will host leadership discussion panels at each Fashion Week about latest topics relating to the growth and development of fashion globally, including the influence of e- commerce. These discussions will feature industry experts, designers, buyers and journalists.