Shop the Runway at Mercedes-Benz Fashion Festival Brisbane.

Fashion lovers are invited to ‘Shop the Runway’ like never before, as Mercedes-Benz Fashion Festival Brisbane hosts a brand-new concept for 2017.

The Fashion Festival is dedicated to promoting Queensland’s fashion industry, connecting show-goers with established and emerging local labels.

Showcasing Spring/Summer collections as they land in stores each year, the Festival’s runway shows and events inspire those in attendance to See it. Love it. Own it., by tracking down the designers of their favourite collections and finding out where to buy their must-have new-season pieces.

This year, Mercedes-Benz Fashion Festival Brisbane will take the concept to a new level, with its first ever Shop the Runway market.

Following each fashion Group Show, guests are invited to meet the designers and browse the racks, straight from backstage at the runway. And, shoppers can place orders for their Spring/Summer favourites then and there. Direct from runway to wardrobe, it’s as fresh as fashion gets!

This new market concept will allow Festival guests to see the beautiful catwalk creations up close and in detail, connect with local designers and shop their favourite pieces without hesitation.

Festival Director Lindsay Bennett is excited to introduce the new element to this year’s program.

“Mercedes-Benz Fashion Festival Brisbane has always been about giving a platform to Queensland designers, helping them reach new audiences and encouraging show-goers to support local businesses. Our new Shop the Runway market will really help designers and fashion lovers connect in a new way, and I’m excited to see the positive results that come from it,” Mr Bennett said.

The Shop the Runway market will be held in the foyer at Old Government House, and will be open to ticketholders following each Group Show.

The Mercedes-Benz Fashion Festival runs from Sunday 27 August through until Thursday 31 August, 2017.