IMG, 505 Games, Funcom and Creative Director Pat McGrath Announce Social Media Platform for Next Generation of Fashion Lovers

NEW YORK, Feb. 17, 2011 /PRNewswire/ -- Global publisher of interactive entertainment 505 Games, global fashion, entertainment, and media company IMG, and world-renowned online gaming developer Funcom today announced the pre-launch of Fashion World Live with Creative Director Pat McGrath at Mercedes-Benz Fashion Week in New York. Fashion World Live is the first interactive online entertainment platform for fashion lovers and the first to fully integrate fashion brands into social media.

(Logo: http://photos.prnewswire.com/prnh/20110217/NY50475LOGO)

Fashion World Live, due to launch in September 2011, will premiere the first virtual fashion universe to exist in the social media space.  Fashion World Live allows users to create and collaborate across all facets of the fashion industry— from design, styling, modeling, makeup artistry, photography, show production and more.  Within the Fashion World Live community, which will exist initially on Facebook, users will explore and activate their own individual creative talents, collaborate and network with each other to create and build various dimensions of the fashion industry, and rise to fame with each challenge and success.  

"A realistic and creatively legitimate online destination for fashion insiders and admirers to virtually collaborate is something that has not existed until now," said Pat McGrath.  "Fashion World Live gives fashion its voice in social media and truly reflects the style and ingenuity of the real world of fashion."

"Fashion World Live brings the industry to a truly global audience through the power of social media," said Peter Levy, Senior Vice President and Managing Director of IMG Fashion Worldwide.  "Fashion World Live is the next evolution of IMG's forward movement, leading the fashion industry's break-through into online social media."

Matthew Primack, Managing Director of Fashion World Live and Vice President of IMG Licensing said, "Fashion World Live is a destination that is creatively and commercially developed for the socially networked consumer world. It will present countless opportunities for major consumer brands to be naturally integrated into a virtual fashion world and it will encourage a personal connection with a globally interactive audience."

"Our partnership with IMG has enabled the creation of a new platform for the fashion industry and its consumers to engage for the next 50 years," said Tim Woodley, Head of Global Brands for 505 Games.  "Fashion World Live is the ultimate authentic online fashion-focused social community experience where ideas are shared and users are inspired to create and connect with one another."

"Fashion World Live harnesses the established global community and reach of Facebook--and its endless networking capabilities--to enable millions of users to become part of the fashion industry," said Trond Arne Aas, CEO of Funcom.  "Fashion World Live is visually and functionally engaging and creates a unique online space for innovation."

For more information, please visit www.fashionworldlive.com.

About IMG:

IMG Fashion is dedicated to facilitating a gateway to the fashion world - from creation to consumer.  We offer solutions that seamlessly connect and associate fashion's key constituents and corporate brands using IMG's global resources, influence and expertise.  Within the fashion industry IMG represents the world's top models, leading designers and the most influential photographers, art directors and stylists.  The division produces the leading fashion events around the globe and represents many of the industry's top organizations and federations.

About Pat McGrath:

Pat McGrath is the leading, most influential make-up artist in the fashion industry.  Pat works with designers such as Prada, Dolce & Gabbana and John Galliano.  She is the Global Creative Director for P&G, where she is in charge of Max Factor and Cover Girl Cosmetics.

About Funcom:

Funcom is an independent developer and publisher of online games for PC and consoles. Funcom has provided outstanding entertainment since 1993 and continues to expand its track-record of more than twenty released games. Recent titles include 'Age of Conan: Hyborian Adventures', 'The Longest Journey', 'Anarchy Online' and 'Dreamfall: The Longest Journey'. For corporate information please visit www.funcom.com. For information about Funcom games visit www.anarchy-online.com www.dreamfall.com, www.darkdaysarecoming.com or www.ageofconan.com.  Funcom is listed on the Oslo Stock Exchange under the ticker FUNCOM.

About 505 Games Ltd.

505 Games is a multi-platform interactive entertainment company that publishes across the globe. Founded in 2006, 505 Games has offices across seven territories around the world, with six in Europe and one in the United States.

505 Games is headquartered in Milton Keynes, UK and is dedicated to the publishing and distribution of interactive entertainment on all home console, handheld and personal computer systems and across all regions (North America, EMEA and Asia/Pacific).

For more information on 505 Games and its products please visit www.505games.co.uk

Editors' Note: Pat McGrath created the initial concept, which has developed into Fashion World Live, with Noel Gordon.

SOURCE IMG Fashion