Sony Foundation Australia held a star-studded event to launch Fashion4Ward at Sydney’s Blue Hotel Water Bar at Woollomooloo Wharf on Saturday night 10 July 2010. mecho participated in the preview of next year’s major fashion industry fundraiser – a fusion of fashion and music to fight cancer amongst Australia’s youth with the You Can campaign. It’s simple for the public to get involved by recycling their unwanted mobile phones without donating a single dollar.

There are over 20 million old mobile phones lying in bottom drawers across the country and Sony foundation has partnered with an international recycling company to swap old handsets for cash. A target of $15 million in funds is aimed to be raised to build youth cancer wards across Australia. All donated phones will be recycled for reuse. The You Can appeal is supported by Free Post mobile phone recycling envelopes inserted in national newspapers and magazines. Unwanted mobile phones can also be donated to a variety of retail partners Australia-wide. Find out more online.

The launch of Fashion4Ward brought together collections from leading Australian designers, Alex Perry, Collette Dinnigan and J’Aton as well as design students from Ultimo’s TAFE. Contestants from Australia’s Next Top Model were strotting the catwalk to the beat of live performances from Sony Music artists Rogue Traders and Amy Meredith. We look forward to see the event become a fixture on Australia’s fashion calendar with Fashion4Ward slated to be held in Sydney May 2011 and act as the first public showcase following Rosemount Australian Fashion Week.

This was a night for photographers, gadget lovers and fashionistas to let their hair down for a good cause as guests were able to trial Sony NEX-5 and NEX-3 digital cameras. The cameras are perfect for novice photographers to take DSLR quality photos and even videos – hope you enjoy our shots.

Photos Sony Foundation Fashion4Ward launch

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