KEY POINTS:
Corporate wardrobe manufacturer Deane Apparel will be fashion house World's primary sponsor at this year's Air New Zealand Fashion Week.
World and Deane Apparel collaborated on the Deane designed by World collection, which was released last year and is produced in Deane Apparel's three Christchurch manufacturing plants.
Deane Apparel's general manager Corey Mulligan says he approached World because beneath the gloss and glamour, it has a solid business background.
Denise L'Estrange Corbet, World's creative director, says this is a long-term contract, with World supplying additional designs each season.
Mulligan says World's appearance at Fashion Week is an opportunity to showcase World's skills to his company's existing and potential customers.
Clients of the range include high-profile brands such as Coca-Cola, SkyCity, the Hyatt Regency Auckland and Southland Building Society.
L'Estrange Corbet says it is also having success throughout Australia.
As part of the sponsorship arrangement, Deane Apparel received 200 seats to World's Fashion Week show, which it quickly filled. "It will be a really exciting show, I can't wait to see it," Mulligan says.
World is applying the finishing touches to its show, which opens the frock fest on September 16.
World has bypassed Fashion Week for five years because the label shows in Paris four times a year. With Fashion Week coinciding with Paris Fashion Week, it was impossible to attend both events.
"We're so excited to be back. Our show is beyond belief, it's really an event not to be missed," says World's other creative director, Francis Hooper.
Seats to the show are sold out, and there are 1000 people on the waiting list.
