M.A.C.: Official in London, Milk in Manhattan

While M.A.C. goes solo this week in New York, they've re-upped as the official make-up sponsor of London Fashion Week.

"Fashion is part of the DNA of M.A.C - it inspires our artists and products worldwide. M.A.C is proud to take the lead in beauty as the official make-up sponsor of London Fashion Week in a city that continues to play such a vital role in M.A.C's global fashion outreach," said Peter Lichtenthal, Global General Manager, M.A.C Cosmetics.

Aside from providing support to numerous shows, M.A.C. will host the M.A.C. Media Lounge. Situated in the main London Fashion Week Exhibition Tent at the Natural History Museum, the M.A.C Media Lounge will provide press, designers, models and fashion insiders the opportunity to catch up on daily catwalk make-up trends, exclusive backstage video footage from the shows and to book on for one to one M.A.C make-up applications.

Annually, M.A.C participates in New York, London, Milan and Paris Fashion Weeks, supporting designers and professional make-up artists at over 150 shows in the four cities.

In an interesting case study on the dynamics of fashion sponsorship and the appeal of "sponsownership", this year M.A.C. took their New York Fashion week investment, along with A-list designers like Proenza Schouler, Erin Fetherston and Alexander Wang, downtown after a long stint as the official cosmetic of Bryant Park's NYFW.

M.A.C is hosting a series of fashion shows during New York Fashion Week at Meatpacking's uber-trendy Milk Studios, while Maybelline is taking over in the tents after signing a two year sponsorship making the company the official cosmetic of New York Fashion Week.

Next year's New York Fashion Week will be held at Lincoln Center. It will be interesting to see how many sponsors move uptown with NYFW, versus choosing trendier downtown venues like M.A.C. has done with Milk Studios.