Mercedes-Benz fashion engagement, spring/summer 2019: Experience fashion: The show format MBFW in Berlin in July
Stuttgart/Berlin. From 2 to 5 July 2018, the MBFW spring/summer 2019 will take place in Berlin. It is the second event featuring the changed format initiated by Mercedes-Benz following the first in January. The show will kick off with the Dutch designer duo Rushemy Botter and Lisi Herrebrugh, who won the Grand Prix du Jury Première Vision of the 33rd Festival of Fashion, Photography and Fashion Accessory in Hyères in April. The "Mercedes-Benz presents BOTTER" show is part of the promotion of young talents in the fashion engagement of the automotive group and will take place on Tuesday, 3 July 2018, at 10:00 am in the ewerk, entrance Wilhelmstrasse 43, Berlin.
The MBFW is entering the second round
After the positive response in January and the resulting strong demand, the MBFW show format will be extended by a day and will present a total of 16 brands in the historic ewerk in the Berlin-Mitte district. After the pre-opening by Guido Maria Kretschmer on Monday evening, three young talents from Germany will also showcase their collections in addition to acclaimed designers such as Riani and Lana Mueller. In this area, the MBFW is working together with the Berlin Senate, which has been active in promoting designers from Berlin since 2008. In addition, one slot is filled by the Greenshowroom.
The ewerk reopens its doors to the public under the motto "FOLLOW MBFW – LIBERATE FASHION". All shows are transmitted to an LED screen in the front courtyard, which will give all interested people of Berlin and fair visitors to be there live. In between the shows, the screen will present fashion films, interviews with designers, and making-of sequences so that a varied fashion programme will be running all day long. Anyone wishing to try for one of the coveted show tickets can attempt to do so with a video message on the "hot seat" of the G‑Class there on site. In addition, there will be public yoga classes daily, offered by the 360-degree yoga lifestyle brand "Wanderlust" as part of a cooperation with She's Mercedes. The food market "The Good Local" will sell food and beverages.
"We are focusing consistently on supporting fashion in the German-speaking regions and with the MBFW are creating the perfect show platform for designers and brands", says Katja Ohly-Nauber, Head of Marketing Communications Mercedes-Benz Cars Germany. "The thoroughly positive feedback on the start in January has encouraged us to continue on this path and invite everyone interested to experience fashion with us".
Mercedes-Benz presents BOTTER
The corporate young talents development programme IDEP (International Designer Exchange Program) of Mercedes-Benz paved the way for Dutch label BOTTER to make an appearance on the Spree River. With its already multiple-award-winning collection "Fish or Fight", the designer duo Rushemy Botter and Lisi Herrebrugh also convinced the jury of the latest Hyères Festival chaired by Haider Ackermann. "Fish or Fight" is an homage to the beauty and the ambiguity of the Caribbean, where Botter and Herrebrugh have their roots. As a result, the models are wearing inflatable fish on their heads and colourful fishing nets over the elaborately designed cuts. The fashion is colourful, elegant and casual at the same time, and surprises with unusual cuts as well as ironic details. Botter and Herrebrugh express their personal view of the world and their own opinion with "Fish or Fight“. In doing so, they lend their collection an individual relevance that is important to them in their work. In Berlin, BOTTER will showcase a mixture of the highlights of "Fish or Fight" and their new spring/summer 2019 collection.
To complement the show, Mercedes-Benz in cooperation with Villa Noailles will present selected looks from the ten short-listed designers in the exhibition space of the ewerk, which were nominated at the 33rd Hyères Festival.
Mercedes-Benz has already been present in Berlin as a fashion supporter for eleven years and in addition to the MBFW is also active as a partner of the Fashion Council Germany (FCG) and the BERLINER SALON (DBS). In addition, Mercedes-Benz will expand its shuttle service with buses running on a fixed schedule and as a result will connect all events into a cross-platform Berlin Fashion Week for the first time.
23 years of Mercedes-Benz fashion activities
Over 23 years Mercedes-Benz has established itself worldwide as a major player and title sponsor of selected fashion weeks and events. The brand is currently present on more than 60 fashion platforms, including, for example, the Mercedes-Benz Fashion Weeks in Berlin, Istanbul and Sydney or the renowned Festival of Fashion, Photography and Fashion Accessory in Hyères. Moreover, Mercedes-Benz has particularly made a name for itself with its support for talented young designers. As part of the corporate International Designer Exchange Program (IDEP), the automobile manufacturer invites a promising designer each year to present his or her collection in Berlin to an international audience.