Mercedes-Benz Fashion
Mercedes-Benz Fashion is a fashion engagement programme based in Stuttgart, Germany, a supplementary initiative of German automotive manufacturer Mercedes-Benz. The programme includes an emerging and established fashion creatives support programme, creative campaigns and a fashion-dedicated social media channel to highlight the brand’s engagement within the field of luxury fashion.
The automotive provider partners with select fashion weeks and events internationally, devises programmes to support fashion creatives and provide sponsorship.
Fashion Partnerships[edit]
Since 1995 Mercedes-Benz has established itself as a global contributor to the fashion industry and sponsor of selected fashion weeks and events. The brand is currently active at approximately 80 fashion events in nearly 40 countries, including the Mercedes-Benz Fashion Weeks in Mexico City, Madrid, Tbilisi, Russia and Berlin, and also the famous International Festival of Fashion, Photography and Fashion Accessories in Hyères.[1]
As a committed partner to fashion, Mercedes-Benz contributes to the sustainable future of luxury fashion highlighting responsible practises, including a partnership with transparency organisation Fashion Open Studio, and supporting creatives that reflect and champion values such as aspirational and intuitive design, creativity and innovation.
Mercedes-Benz Fashion Talents[edit]
In 2009 Mercedes-Benz established the brand's own programme, ‘Mercedes-Benz Fashion Talents’ to support emerging fashion creatives. The goal of the programme is to help pave the way for talented creatives to grow within the fashion industry and provide them with a platform to promote their work. Since the inauguration of the programme, as part of Mercedes-Benz Fashion Talents the brand has supported more than 150 aspiring designers on nearly 30 platforms around the world, including in Milan, London, Beijing, New York, Tbilisi, Sydney, Moscow, Mexico, Prague, Istanbul and Berlin. The programme is growing continually and is being extended on an on-going basis with new initiatives and partnerships.[2]
Names supported by Mercedes-Benz Fashion Talents include; Mary Katranzou, Dion Lee, Julia Seemann, Situationist, Steven Tai, Tiziano Guardini, Vivetta, William Fan, Wataru Tominaga, and Xiao Li.
Fashion Series[edit]
For over a decade Mercedes-Benz has collaborated with names in fashion, music and art on numerous fashion campaigns, including photographers Ellen von Unwerth, Peter Lindbergh, Nick Knight, Craig McDean, Tyler Mitchell, and talent such as Karlie Kloss, Lara Stone, Tilda Swinton, Doutzen Kroes and Amber Valletta.
Highlight campaigns include ‘Generation Now – Generation Next,’ which gave leading creatives a global platform to introduce a next generation of talent Featuring M.I.A and protégée Tommy Genesis; Susan Sarandon and protégée Bryn Mooser; and Amber Valletta and protégée Auden McCaw, the concept simultaneously introduced the new generation of the Mercedes-Benz fleet and featured the (then) Concept EQ.[3]
For 2018, #WeWonder brought seven international creatives together who explored the potential of the future together. [4] Talent included Slick Woods, Kimberly Drew, designers Carol Lim and Humberto Leon (Opening Ceremony), and musician Solange Knowles. These global names from different sectors jointly developed a vision driven by confidence, inspiration and creativity, echoing Mercedes-Benz’ brand ethos.
The 2019 iteration of the Mercedes-Benz Fashion Story, ‘How To,’ saw a cast of protagonists from around the world spend a day with industry experts learning a new skill, before demonstrating how to do it. During this campaign, the participants aimed to motivate and inspire with their stories of strength, character and determination, as well as breaking down stereotypes. The 2019 protagonists comprised of names from the worlds of film, music and fashion, including screenwriter Lena Waithe, model Jazzelle Zanaughtti, singer Rina Sawayama and menswear designer Samuel Ross. The concept reflected Mercedes-Benz’ passion to innovate and push boundaries with its products and services.
This campaign format was then later restructured in summer 2020 to become Mercedes-Benz Fashion Series. The first in the Mercedes-Benz Fashion Series took place during August 2020, at Copenhagen Fashion Week. The campaign showcased Danish supermodel Helena Christensen wearing masks and outfits by local designers including, Hanne Bloch, Baum und Pferdgarten and By Malene Birger. The campaign centered around the responsible side of the fashion industry.[5]
25th Anniversairy[edit]
2020 marks the 25th Anniversary of Mercedes-Benz’ Global Fashion Engagement.
External Links[edit]
Official Instagram Official Website Mercedes-Benz Youtube
References[edit]
- ↑ "How Mercedes-Benz Drives Fashion In Berlin And Beyond". Forbes. Retrieved 19 October 2020.
- ↑ "How Mercedes-Benz is Changing the Rules of Fashion Engagement". Forbes. Retrieved 19 October 2020.
- ↑ "Mercedes-Benz. Now Generation Next Generation". Vogue Italia. Retrieved 19 October 2020.
- ↑ "Introducing #WeWonder: The Initiative Solange And Slick Woods Are Backing". Vogue. Retrieved 19 October 2020.
- ↑ "5 Ways To Style A Face Mask, According To Helena Christensen". Vogue. Retrieved 19 October 2020.
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