Mercedes-Benz Global Fashion Engagement, Spring/Summer 2019: Mercedes-Benz presents Ani Datukishvili from Georgia and Brand Who from Turkey as part of the promotion of young talent in Istanbul

September 2018

Stuttgart/Istanbul. On 12 September 2018, Mercedes-Benz gave young designer talent Ani Datukishvili from Tbilisi the opportunity to showcare her SS19 collection outside her home market at the 12th Mercedes-Benz Fashion Week Istanbul, in front of an international audience. The show at the Zorlu Performance Art Centre was presented as part of the brand’s International Designer Exchange Programme (IDEP) which focuses on supporting emerging design talent globally. A graduate of Central Saint Martins and the Istituto Marangoni in London, Datukishvili is considered one of the most promising design talents in Georgia.

Inspiration for the 30 looks was the spirit of the '60s. Light pink, baby blue and mint hues dominate the colour palette of the creations made of printed organic fabrics and sporting patterns with a slight Chinese touch. An unusual feature is the use of wool in combination with felted silk georgette from Georgia. The cuts have a very strong French influence, which gives the collection an exciting multicultural touch. In addition to the ready to wear designs, the label also presented an accessories collection for the first time in Istanbul.

Ani Datukishvili founded her eponymous luxury label for women's fashion and accessories in the Georgian capital in 2016 and has already presented four collections at Mercedes-Benz Fashion Week Tbilisi. The designer draws her inspiration from different art and cultural trends and works a lot with complex constructions and hand-made details. The result is a mix of symmetry and asymmetry, strong and sweeping lines as well as femininity and masculinity, which characterise all her collections.

All designs are produced by hand, combining traditional Georgian craftsmanship with the use of high-quality fabrics from Italy and France. Signature materials of the label include silk organza and jacquard weave, which create an interesting juxtaposition in the designs. In addition, Datukishvili also commissions exclusive fabrics and prints for her works and has them embroided by hand.

The designer was invited to the Generation Talent Event in Milan with her Autumn/Winter 2018 collection and has also presented in the YouConcept showroom in Paris genetaring grat praise of her collections which are sold online and in concept stores around the world.

Since the mid-1990s, Mercedes-Benz has established itself as a partner of selected fashion events around the world. The brand is currently involved in more than 60 fashion platforms, including Mercedes-Benz Fashion Weeks in Sydney, Berlin, Mexico City and Milan. In 2009, the Group established the International Designer Exchange Programme (IDEP) for the promotion of young design talents. The aim of the programme is to support up-and-coming talents on the way to international fashion business. For almost ten years, Mercedes-Benz has made the worldwide exchange of designers possible and has invited many young talents to present their collections outside of their home market, in front of an international audience. In a direct exchange with Ani Datukishvili, Turkish designer Sansım Adalı will present her label Sudi Etuz at the next Mercedes-Benz Fashion Week Tbilisi.

Mercedes-Benz presents Brand Who

On 13 September 2018 Mercedes-Benz also presented Brand Who at the Zorlu Performance Art Centre. Since its inception in 2013, Mercedes-Benz Turkey has always presented a local young designer at the Mercedes-Benz Fashion Week Istanbul. For Spring/Summer 2019, the up-and-coming menswear label Brand Who was chosen. The founders of Brand Who, Volkan Güzelce and Koray Arıcı, presented their new SUNSEEKER collection, an homage to the colours of the light.

It combines a relaxed beach style with its authentic "wear & share" story, which breaks up stereotypes with wearable fashion and well-thought-out details. The credo of the designers is that clothing is an expression of the personality. Brand Who represents the confident, modern man, who cultivates an urban, high-end style far from the mainstream.

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