Mercedes-Benz Fashion Berlin for the winter season 2018 with a new concept
After IMG, as sponsor, had not renewed the contract for the Mercedes-Benz Fashion Week Berlin 2017, it was unclear for a long time which new format would emerge. Jens Thiemer, vice president of marketing at Mercedes-Benz Passenger Cars, surprised with his possitive statement and firm belief in Berlin as a fashion location: "With the further development of the Berlin fashion format and all other fashion activities, Mercedes-Benz continues to make a clear commitment to the fashion location in the capital. We are firmly convinced that Germany can play an even more important role in the international fashion industry in the coming years "
Mercedes-Benz Fashion Week Berlin willtransform to MBFW. The new show format, which is being developed and implemented by the creative and production agency Nowadays, will be held for the first time in January at the E-Werk in Berlin Mitte. The location with its raw industrial look offers optimal conditions for high quality fashion shows in a central location. The MBFW focuses on a few, but attractively staged performances. There will be up to ten designer shows per season for two to three days in January and July 2018.
New and strong focus
Above all, the brand's strong focus is on promoting young designers who are already writing international successes in the past, especially in Berlin. So next season is planned again to present together with ELLE the show of an international young designer from the German-speaking countries.
Furthermore Mercedes-Benz will have a partnership with the Fashion Council Germany (FCG), which was signed in June, a new format will be created, which will provide a home for further bilateral exchange programs for aspiring talents.
"Like the automotive industry, the fashion industry is currently facing major challenges. Sustainability, individuality, innovation and digitization are the attributes that customers expect and demand. Especially against this background, young designers with their creativity and their new approaches have great opportunities. And that's exactly what we want to promote as a lifestyle-oriented automotive brand in Berlin"
With the new format, Mercedes-Benz is focusing on the key topics at the location: young designers, brand diversity, fashion tech and susutainable fashion.
The website www.mbfw.berlin is currently under construction. All registrations for trade visitors and the press will be run on this website in the future.