The fashion engagement of Mercedes-Benz: Mercedes-Benz Fashion with new concept in Berlin 2018

13.
November 2017
Stuttgart/Berlin

Stuttgart/Berlin. Mercedes-Benz is continuing its diversified fashion engagement in Berlin in 2018. As the title sponsor and initiator of the new Mercedes-Benz Fashion Week (MBFW), Mercedes-Benz will keep offering designers a platform to present their collections. In addition, Mercedes-Benz in partnership with the FCG is developing a format for promoting talented young designers to be held in Berlin and is also present at the concurrent fashion trade fairs as a sponsor.

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, the brand bearing the three-pointed star continues its fashion engagement in the capital in revised and expanded form.

Mercedes-Benz Fashion Week Berlin becomes MBFW. The new show format, developed and realised by Nowadays creative and production agency, will be put on for the first time at the 'E‑Werk' 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. In this connection Mercedes-Benz continues its commitment to promote talented young designers. Mercedes-Benz for the upcoming season again plans to present the show of an international young designer from the German-speaking countries in cooperation with ELLE.

In addition, MBFW will become 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 provides all visitors with a clearly structured overview of the scheduled shows and all the important information about the designers. More information will soon be available at: www.mbfw.berlin

Also, as part of the partnership formed with the Fashion Council Germany (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.

"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", says Jens Thiemer, Vice President Marketing Mercedes-Benz Cars. "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.

Press Contact

  • Lab1886 & Mercedes-Benz Fashion Engagement Global
  • Tel: +49 711 17 93799
  • Fax: +49 711 17-91437

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