Berlin. The new concept for Mercedes-Benz Fashion Week (MBFW) in Berlin came up trumps. From 15 to 17 January, ten designers showcased their Autumn/Winter 2018 collections at the ewerk in Berlin Mitte. At the heart of the reorientated concept was a renewed focus on fashion and an all-encompassing digitalisation concept that got audiences much more involved. In addition, Mercedes-Benz collaborated with the Fashion Council Germany (FCG) to present FASHION HAB at the "Halle am Berghain" and provided a mobility service to link the major Fashion Week platforms with one another.
With an eye to the current needs of the fashion scene, and bearing in mind the most recent changes to Berlin Fashion Week, Mercedes-Benz continued to diversify the scope of its commitment in the German capital. The MBFW, as initiated by Mercedes-Benz, continued the classic fashion show format. The ewerk, a historic venue in the heart of the city, hosted shows by Dawid Tomaszewski, Ivanman, Ewa Herzog, Cashmere Victim, Riani, Sportalm Kitzbühel, Irene Luft, Maisonnoée, Bogner and the Austrian label Callisti, at the invitation of Mercedes-Benz and ELLE.
"Berlin is by far the biggest and most important location for fashion in the German-speaking world and we believe firmly in its relevance and potential", said Katja Ohly-Nauber, Head of Marketing Communications for Mercedes-Benz Cars Germany. "Complementing our involvement at the PREMIUM and Panorama shows, MBFW allowed us to relaunch the successful format within a very short space of time. We will continue to hone this format right up until the second iteration this coming July, ensuring that our support extends to all the various aspects of the Berlin fashion scene."
Mercedes-Benz is also investing further in the digital channels as a means of reaching out to the general public rather than simply to buyers, opinion leaders and fashion journalists. All shows, background information and impressions from backstage were broadcast from the ewerk in all-day public screenings, while also running on the event website www.mbfw.berlin and the Mercedes-Benz online channels as a live stream. Fashion aficionados were also able to follow MBFW around the clock on the Instagram profile @mbfw.berlin.
A further highlight was the Damir Doma show at FASHION HAB in the "Halle am Berghain" presented by Mercedes-Benz, an initiative by the FCG. After several seasons in Paris and Milan the designer, who grew up in Germany, returned to the banks of Berlin's Spree river for an exclusive presentation of his new collection. In cooperation with Italy's Camera Nazionale della Moda, German designers Benu Berlin and Last Heirs, along with the Italian designers Davide Grillo and Bav Tailor, also presented their collections as part of a special installation.
Picture material from MBFW is available for download on http://www.mbfw.berlin/.
An exclusive look behind the scenes of Mercedes-Benz's fashion activities can be found on the social media channels Instagram at @MercedesBenzFashion, @mbfw.berlin and Twitter: @MBFWOfficial.