IMG Fashion, a division of IMG Worldwide, global sports, fashion and media company, in conjunction with Rightster and YouTube, today announced that live stream and video on-demand content from Mercedes-Benz Fashion Week in New York will be distributed across a global platform providing unparalleled solutions for its designers, media and sponsors. For the first time, press can easily access and embed video from the shows directly to their websites through one single portal: video.mbfashionweek.com.
Maybelline New York, official cosmetic sponsor of Mercedes-Benz Fashion Week has partnered with IMG Fashion and YouTube for the past three seasons to air shows live on the Live from the Runway channel at www.youtube.com/liverunway. Live From The Runway presents more than 30 live streaming fashion shows and on-demand content all in one place. Beauty and fashion enthusiasts can keep completely up-to-date with show schedules, backstage beauty looks, insider interviews, trends and how-to videos – all with a few simple clicks. This season, media can enhance their own coverage and engage their audience with premium content by embedding live streams of the YouTube Live from the Runway shows, as well as recorded video from 80+ designer shows, making Mercedes-Benz Fashion Week even more accessible to fashion lovers everywhere.
For designers participating in Mercedes-Benz Fashion Week, the additional distribution avenues enabled by Rightster will now allow them to reach their target audience of consumers in any location, on online platforms from YouTube to FirstComesFashion.com and other leading blogging sites. The speed at which the runway shows will be uploaded to media websites and the breadth of new outlets carrying the content offers designers a much greater audience of potential customers who can view their collections. Additionally, media outlets will no longer need to invest time and resources into sending their own crew to the runway shows as the Rightster portal enables them to simply add video footage directly to their website.
“Our mission is to provide designers an ever evolving global platform to seamlessly connect with buyers, press and consumers,” said Peter Levy, Managing Director and Senior Vice President, IMG Fashion Events and Properties. “Our partnership with Rightster will increase access to high-quality video from Mercedes-Benz Fashion Week and provide exponential value to these brands as well as media who support the event, providing them with a global targeted distribution of both live and on-demand quality content.”
“We are very excited to partner with IMG Fashion, one of the most respected global leaders in the fashion industry,” said Charlie Muirhead, Founder and CEO at Rightster. “Rightster makes the task of distributing, promoting and getting advertisers for video content online more efficient and we look forward to working with IMG Fashion to deliver greater engagement for online media and targeted reach for fashion designers.”