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IT’S A DEAL: As MAC heads downtown to do fashion shows at New York’s Milk Studios, Maybelline is moving in — to the Bryant Park tents. Maybelline will be the official cosmetic sponsor for IMG Fashion’s Mercedes-Benz Fashion Week, confirming a July 13 report in WWD.
The cosmetics company inked a two-year deal, which will see it through the transition to Damrosch Park at Lincoln Center in September 2010 and beyond.
This will be the first time Maybelline sponsors the New York shows, though it has supported similar events in Berlin, Amsterdam and Moscow. As part of its sponsorship role, Maybelline will support several designers at the tents this September, including Charlotte Ronson, Tracy Reese, Erin Wasson x Rvca and Michael Angel. Charlotte Willer, Maybelline’s global makeup artist, will lead the makeup teams at the shows.
As reported, MAC Cosmetics was the previous cosmetics industry backer of the fashion shows, but it is now said to be involved in developing a lead sponsorship role for runway shows and presentations at Milk Studios during fashion week.