The fashion activities of Mercedes-Benz: Mercedes-Benz continues its commitment to Berlin as a fashion metropolis and becomes partner of the FASHION COUNCIL GERMANY
Stuttgart/Berlin. Mercedes-Benz will further expand its international fashion involvement in 2017: Since May, the brand bearing the three-pointed star has been a member and official partner of the FASHION COUNCIL GERMANY (FCG), thereby placing the focus even more strongly on actively supporting young design talents. At the BERLINER MODE SALON, Mercedes-Benz together with ELLE Magazine will present Swiss designer Vanessa Schindler and in addition will give young German design talent Gesine Försterling the opportunity to participate in the group exhibition.
The FASHION COUNCIL GERMANY has been representing the interest of fashion "designed in Germany" since 2015, and supports the young German design talents. In addition to managing the national fashion activities, FCG also works to increase the international visibility of German fashion and German designers. The objective of the initiative, which has seen many important industry experts join since being founded, fits the orientation of the fashion involvement of Mercedes-Benz, which likewise focuses on up-and-coming design talents and the International Designer Exchange Programme (IDEP). FCG and Mercedes-Benz will jointly develop new initiatives in the new partnership.
"Supporting young talents is the key strategic pillar of the Mercedes-Benz dedication to fashion. Berlin is the centre and cradle of many young German design talents. That is why the partnership with the FCG is not only a logical step for us, but also a clear commitment to the fashion hub Berlin", says Michael Bock, Head of Sport & Lifestyle Marketing Mercedes-Benz Cars. "Together with the FCG, we will work on new initiatives to continue to support young design talents while at the same time enabling the international exchange in the fashion industry".
In light of the growing and ever accelerating digitisation and the changes it entails in the fashion industry, Mercedes-Benz has thoroughly revised its fashion involvement for 2017 and translated it into a new campaign mechanism. With the new #mbcollective campaign, Mercedes-Benz tells a cohesive story in several chapters over the course of the year. The concept not only follows a year-round format with an increased focus on digital, but also and in particular on promoting up-and-coming young fashion talents.
Mercedes-Benz further expands its commitment to the BERLINER MODE SALON
On Thursday, 6 July 2017, at 10 am, Mercedes-Benz together with ELLE Magazine will present Swiss designer Vanessa Schindler in the Kronprinzenpalais at the BERLINER MODE SALON. Both brands are cooperating for what is already the 14th time in the promotion of young talents and have already brought exceptional talents to Berlin in the past. At this year's Festival for Fashion and Photography in Hyères, Vanessa Schindler was able to convince the jury with her innovative treatment of materials and was honoured with the main prize. Before that, she had already won the Mercedes-Benz Master Award from the Geneva University of Art and Design in October 2016. This has also convinced the ELLE editior in chief. Schindler succeeded in bringing the material polyurethane into a solid state and process it into a substance that looks like frozen liquid. In combination with fabric, she produced creations with surprising light, contrast and volume effects. At the show presented by Mercedes-Benz and ELLE in Berlin, Vanessa Schindler will also show new designs in addition to the designs awarded in Hyères.
Mercedes-Benz will give young German design talent Gesine Försterling the opportunity to participate in the group exhibition on Friday, 7 July 2017, of the BERLINER MODE SALON. The 30‑y ear-old was honoured in Hyères with the prestigious Chloé Award. Her work is mainly in the area of men's fashion and is characterised by embroidery and weaving techniques, which she learned in India, among other places.
Seasonal Outlook Spring/Summer 2018
The Mercedes-Benz Fashion Week Spring/Summer 2018 will be held in Berlin from 4 to 7 July in the “Kaufhaus Jandorf” (department store) in Berlin-Mitte. The Mercedes-Benz Fashion Instagram channel at @mbfw as well as the website mercedes-benz.fashion/info provide exclusive looks behind the scenes of the Mercedes-Benz dedication to fashion.
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 Amsterdam, Beijing, Berlin, Istanbul and Milan, as well as the acclaimed International Festival of Fashion and Photography in Hyères. Mercedes-Benz continues to support select international fashion events and in recent years has made a name for itself in particular for promoting talented young designers.