DHL and IMG Fashion have launched a new programme called ‘DHL Exported’ to help designers whoare already known in their domestic market gain international presence.
As part of the initiative, designers from all over the world can apply to present theircollection at one of the Fashion Week events of their choice. They can thus choose between theMercedes-Benz Fashion Week in New York, London Fashion Week, Milan Fashion Week or Mercedes-BenzFashion Week Tokyo.
After reviewing the applicants, a jury consisting of regional experts in one of these marketswill select the winners deciding which designer has the most promising collection to be presentedat the event.
DHL will then sponsor a chosen designer for two consecutive seasons at each of the four FashionWeeks. Designers will receive a guaranteed spot in the programme schedule, with DHL bearing all theproduction costs of the runway shows and the logistics costs of producing the collection such asinternational transport of textiles and exporting the collection to New York, London, Milan orTokyo for the designers’ runway debut.
After announcing the four winners in late May, DHL will start supporting the designers fromsupplying the fabrics and accessories to transporting the complete collection to the runway. Togive more publicity to the label and extend the reach of the target group, DHL and IMG Fashion arealso creating an online portal that allows the designers to sell and ship their fashion around theworld.
During each Fashion Week, on-site stands will further promote the designer and allow attendeesto browse through the designs and place orders. In addition, DHL and IMG Fashion will hostleadership discussion panels at each Fashion Week about latest topics relating to the growth anddevelopment of fashion globally, including the influence of e-commerce. These discussions willfeature industry experts, designers, buyers and journalists.
“DHL Exported will assist in breaking down international barriers for fashion’s brightesttalent. DHL’s unsurpassed commitment to supporting the needs of fashion professionals will fosterthe designers’ brands in new markets by enabling them to debut their collection on the runway ineither New York, London, Milan or Tokyo”, Arjan Sissing, Senior Vice President Corporate BrandMarketing, Deutsche Post DHL, said.
“DHL has been a longtime partner of fashion weeks worldwide and has continuously supported theadvancement of the fashion industry,” Jarrad Clark, VP and Global Creative Director, IMG FashionEvents and Properties, said. “DHL Exported stands out from other programmes as it aims to helpdesigners who are already locally notable but need that extra boost to further reach theirinternational goals. While there are many successful programmes to help emerging talent ordesigners succeed within one specific country, this programme is truly designed with the globalmindset that brands today need to adopt in order to grow their brand into internationalsuccesses.”
DHL Exported is supported by IMG Fashion, the British Fashion Council, Camera Nazionale DellaModa, and Japan Fashion Week.
