Mercedes-Benz Fashion Engagement 2019: Rina Sawayama reimagines beauty with Mercedes-Benz ‘How To’
Mexico City. On 9th October, musician, model and actor Rina Sawayama drove Mercedes-Benz How To into its penultimate phase. Here, during Mercedes-Benz Fashion Week Mexico City (7–11 October), the Japanese-British polymath learned how to master a myriad of artistic and technological skills that are reimagining beauty in the digital age.
From the beginning, Mercedes-Benz has steered away from following the same well trodden routes, and has instead devised its own notions of beauty through unbridled self expression – aesthetically and beyond. From the CLA to the newly launched EQC, Mercedes-Benz constantly pioneers modern beauty and self-expression within its products.
Inspired by this philosophy, Sawayama’s How To story speaks to her own artistic practice as a musician, model and actor; namely her felicitously intelligent lyrics, which draw on her own fascination with technology and explore our complex relationship with digital media.
Sawayama’s How To story saw her learn from the best. Over the course of the day she worked with industry pioneers like make-up artists, Lyle Reimer and Sweet Mutuals, and hair sculptor Evanie Frausto, who are championing a new age of beauty in their own distinct ways. Each expert individually explored their different interpretations of modern beauty with Sawayama, from conceptual to the avant-garde; collaborating with Rina to celebrate beauty as a form of self-expression and self-love. After each look was completed, editorial photos and videos were captured of Sawayama, who was joined by a diverse cast of Mexican models who represent beauty’s many facets. MBFT designers Julia Seemann, Amesh Wijesekera, Sandra Weil, Vivetta, DB Berdan, Benito Sanchez, Nobi Talai and William Fan were worn throughout the content.
The following day, the imagery captured – collectively demonstrating the multifarious nature of beauty – was presented at an exclusive exhibition as part of the official MBFW Mexico City schedule. Showcasing the skills she learned in reimagining beauty, Sawayama, the experts and models interacted with guests so they could better understand the expert’s treatment through immersive experiences. Samirah Raheem, who is celebrated for her body positivity, then chaired a panel discussion with Rina, Lyle, Sweet Mutuals and Evanieon the topic of reimagining beauty.
On Sawayama’s How To event, Bettina Haussmann, Head of Branded Entertainment Mercedes-Benz Cars said:”Spotlighting emerging creative talent and cities is at the heart of Mercedes-Benz’ global fashion engagement. We are excited to have hosted musician and flourishing fashion-icon Rina at MBFW in Mexico City to celebrate the next chapter of our How To campaign. We are delighted to see how each of our campaign protagonists have interpreted ‘How To’ to explore such meaningful topics; from expressing yourself, to upcycling – and now - a modern and inclusive exploration of beauty today.”
Speaking on her How To experience, Rina Sawayama says, “It’s surreal to be here during MBFW Mexico City, being inspired by the people and architecture. It’s been such a reinvigorating experience to creatively reimagine what beauty can be, learning from a cast of inspiring international and Mexican artists, especially with a partner like Mercedes-Benz.”
About Rina Sawayama
The Japanese-British musician, model and actor started her solo music career after graduating from Cambridge University in 2012. Rina rapidly attracted the attention of the press with her early bedroom-produced tracks such as “Tunnel Vision” and “Cyber Stockholm Syndrome”. In 2017, she released her critically acclaimed mini-album “RINA” which saw grace the cover of Clash Magazine, Sunday Times Style, PETRIe and Free Magazine as well collaborate with creative contemporaries such as Nicola Formichetti (who creatively directed her “Alterlife” video) and Charli XCX (who asked her to perform with her at her London show). Alongside her music career she has also modelled for MAC, Versace and GCDS and recently appeared in new Netflix show “Turn Up Charlie”.
About MBFW Mexico City
Mercedes-Benz Fashion Week Mexico City is a bi-annual event that takes over eight different venues around the city, presenting more than 20 of the best local design talents each season. This year, Mercedes-Benz increased its support for young designer talent from sponsoring two to three designers’ runways shows: Kris Goyri, Sandra Weil and Benito Santos.
About How To
How To is the latest iteration of Mercedes-Benz’ #mbcollective fashion story, which is dedicated to championing emerging fashion talent and bringing people from different creative spheres together to generate pioneering ideas. Throughout 2019, the platform will see a cast of leading creatives from around the world spend a day with experts learning a new skill, before demonstrating how to do it. Stepping outside your comfort zone is never easy, and on this journey of self-growth, the participants will motivate and inspire with their stories of strength of character and determination, as well as break down stereotypes. The 2019 #mbcollective protagonists comprise some of the most exciting names in the worlds of film, music and fashion; aside from Lena Waithe , model Jazzelle Zanaughtti, singer Rina Sawayama and menswear designer Samuel Ross will also take part. Members of the public will be invited to participate in a masterclass so that they too can increase their creative agility and in turn improve themselves.
Mercedes-Benz is about constant innovation, recognising people’s ambitions and adapting to facilitate them; learning how to increase mobility in a holistic sense.
Follow @MercedesBenzFashion to explore @rinasonline’s journey to learn a new skill from experts. #BenzKnowsHow #MercedesBenzFashion
Ten years of Mercedes-Benz Fashion Talents
In 2009 Mercedes-Benz established the group's own programme, "Mercedes-Benz Fashion Talents", to support young people in the world of fashion. The goal has been to help pave the way for talented designers to enter the fashion sector outside of their home markets and provide them with support in their international careers. Over the past ten years, as part of Mercedes-Benz Fashion Talents the automotive manufacturer has enabled shows to be held for more than 90 aspiring designers on approximately 30 platforms around the world, including in Milan, London, Prague, Istanbul and Berlin. The programme is growing continually and is being extended on an on-going basis with new initiatives and partnerships. The overview of engagement is updated on a yearly basis.
24 years of Mercedes-Benz fashion activities
Over a period of 24 years Mercedes-Benz has established itself worldwide as a major player in the fashion industry and title sponsor of selected fashion weeks and events. The brand is currently active at about 80 fashion events in more than 40 countries, including the Mercedes-Benz Fashion Weeks which take place in Sydney, Mexico City, London, Madrid, Tbilisi and Berlin, and also the famous International Festival of Fashion, Photography and Fashion Accessories in Hyères. Furthermore, since 2017 Mercedes-Benz has been a member of the Fashion Council Germany (FCG) and since 2018 a member of the German Fashion Designers Federation e.V. (GFDF). The overview of engagement is updated on a yearly basis.