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…Targets Younger Audience with Zeal for Fashion, Technology
Ten years after Mercedes-Benz brought the international fashion world to Berlin for the first time through a title sponsorship and after the previous organiser pulled out of Germany in 2017, Mercedes-Benz said it is continuing its diversified fashion engagement in Berlin in 2018 in a revised and expanded form, restating its commitment to promoting talented young designers.
The brand with the three-pointed however maintained that as the title sponsor and initiator of the new Mercedes-Benz Fashion Week (MBFW), it will keep offering designers a platform to present their collections even as it develops a format, in partnership with the Fashion Council Germany (FCG), for promoting talented young designers to be held in Berlin and also maintain presence at the concurrent fashion trade fairs as a sponsor.
The new show format, developed and realised by Nowadays creative and production agency, will be put on for the first time at the ‘EWerk’ event location in the heart of Berlin in January. The venue has a raw industrial look and offers optimal conditions for high-end fashion shows in a central location. MBFW will focus on a just few shows, but each staged with high visibility in return. Up to ten designer shows per season will take place on two to three days in January and July 2018.
According to the new plans, Mercedes-Benz will present the show of an international young designer from the German-speaking countries in cooperation with ELLE, in addition to becoming more digital and more modern, consequently catering to the needs of a younger target audience with an affinity for fashion and technology.
A new event website providing all visitors with a clearly structured overview of the scheduled shows and all the important information about the designers will soon be made available at: www.mbfw.berlin, according to Mercedes-Benz.
Also, as part of the partnership formed with the FCG in June, a new format is being created that will offer a home to further bilateral exchange programmes. Mercedes-Benz also supports the concurrent Panorama and PREMIUM fashion trade fairs as part of its fashion engagement and thereby makes possible an infrastructure for industry visitors.
Commenting on the new plans, Vice President Marketing, Mercedes-Benz Cars, Jens Thiemer, said: ”Mercedes-Benz expresses its clear commitment to the fashion centre in the capital with the evolution of the Berlin fashion format and all other fashion activities. We are firmly convinced that Germany will play an even more significant role in the international fashion industry in the coming years.
“Like the auto industry, the fashion industry is currently facing major challenges. Sustainability, individuality, innovative strength, and digitisation are also attributes here that consumers expect and demand. Particularly in this regard, talented young designers have great chances with their creativity and their new approaches. And that is precisely what we, as a lifestyle-oriented automotive brand , want to promote in Berlin”.
22 Years of Dedication to Fashion by Mercedes-Benz
Over the past 22 years, Mercedes-Benz has established itself globally as a partner of select fashion events. The brand is currently involved in more than 60 fashion platforms all over the world, including the Mercedes-Benz Fashion Weeks in Sydney, Beijing, Berlin, Istanbul and Milan, as well as the acclaimed International Festival of Fashion and Photography in Hyères. Mercedes-Benz furthermore supports select international fashion events and in recent years has made a name for itself in particular for promoting talented young designers.
