Fashion Week Live

LOS ANGELES (April 19, 2009) --- Global videogame publisher, 505 Games, and global sports, entertainment and media company IMG, today announced a new partnership to develop multiple, multiplatform console and iPhone games based on a concept created by world-famous make up artist Pat McGrath and fashion insider Noël Gordon. For the first time on the videogame platform, game players and fashion lovers alike will be able to enter the world of high fashion at Fashion Week, with a true insider’s point of view. Games will feature world-class industry gurus, top models and the star-studded runways of Fashion Week events worldwide. The first titles will be available in 2010 in all major markets around the world.

“The time is right to bring the high fashion world of Fashion Week events to the videogame platform and we’re thrilled to be partnering with IMG to make it happen,” said Adam Kline, president of 505 Games U.S. “With today’s videogame technology and IMG’s incredible reach into all facets of the global fashion business, we’ll be providing fashion enthusiasts the opportunity to experience all aspects of the international fashion scene at Fashion Week.”

IMG is responsible for the industry's most celebrated portfolio of Fashion Week shows and designer fashion events - from New York to Miami and from Moscow to Mumbai. Along with showcasing world-class designers at invitation-only Fashion Week events, IMG champions the fashion business in many other ways -- providing hundreds of hours of Fashion Week programming as well as customized fashion content for worldwide distribution over every type of medium, including the Internet, iPods, PDAs and mobile phones. With offices in New York, London, Paris and Milan, IMG’s modeling arm, IMG Models, expertly manages the careers of the world's top models and trend-setting celebrities.

"IMG Fashion is thrilled to be working with 505 Games on an interactive fashion video game which incorporates all the elements of our industry, from the glamour of fashion weeks, and runway shows, to the models, designers, stylists, hair and make-up artists, the parties and celebrations. By combining IMG Fashion’s experience, expertise and relationships in this space with 505 Games’ abilities, I'm sure we will all soon become video game fashionistas," said Fern Mallis, Sr. VP IMG Fashion.

About 505 GAMES (U.S.)

Based in Los Angeles, CA, 505 Games (U.S.) is the North American division of 505 Games, a global videogame publisher. The U.S. operations launched in May, 2008 to bring quality interactive entertainment to North America on all game platforms including Microsoft Xbox 360™, Sony PlayStation® 2, PlayStation® 3, PSP, Nintendo Wii™ and DS, as well as PC, online, and mobile. The company’s management team hails from the leaders in global entertainment including major motion picture studios, videogame publishers and leading game development studios. With the company’s deep experience and proven success in interactive entertainment worldwide, 505 Games is looking to drive the industry forward with innovative game experiences that integrate next generation game play, immersive stories and integrated brands that can take the business to a new level. The company offers a broad selection of videogame titles in all genres for players of all ages.

About IMG Sports & Entertainment

Operating in 30 countries, IMG Sports & Entertainment's diverse businesses include: product and brand licensing; consulting services; event ownership and management; collegiate marketing, media and licensing; fashion events and models representation; golf course design; and client representation in golf, tennis, broadcasting, speakers, European football, rugby, cricket, motor sports, coaching, Olympic and action sports. IMG Academies are the world's largest, multi-sport training and educational facilities, delivering world-class training experiences to more than 12,000 junior, collegiate, adult, and professional athletes each year. More information is available at www.imgworld.com.

About Pat McGrath

Pat McGrath is currently Global Cosmetics Creative Design Director for Procter and Gamble behind some of the world’s most glamorous and powerful make up brand names-Max Factor, CoverGirl, SK-II and the recently launched Dolce and Gabanna.

Constantly in demand by top celebrities such as Madonna, Oprah, Jennifer Lopez, Scarlett Johansson and Jennifer Aniston Pat McGrath’s editorial work with top photographers like Steven Meisel for Italian Vogue and American Vogue continually breaks new ground. She collaborates on major fashion advertising campaigns such as Prada, Louis Vuitton, Balenciaga, Calvin Klein, Versace, Valentino, Dolce & Gabbana, Giogio Armani, YSL and Lanvin,. She also dispenses her sought after knowledge in the expert advice pages of Allure and as a Beauty Director of i-D magazine.

Pat currently creates the catwalk make up for a plethora of world class designers, she designed the make up for an astonishing 35 women’s ready-to-wear shows for A/W 2008 including: Prada, Miu Miu Louis Vuitton, Balenciaga Christian Dior, John Galliano, Calvin Klein, Bottega Veneta, Versace, Valentino, Dolce & Gabanna, Lanvin, Stella McCartney, Yohji Yamamoto, and Viktor & Rolf.

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