Mercedes-Benz Fashion Week – Live-Shows

From 6 to 8 September, the MBFW will take place at the Kraftwerk Berlin. Together with its partner Mercedes-Benz, the creative agency NOWADAYS is relying on the established format of live fashion shows, in which the public can also participate digitally on mbfw.berlin, Youtube and other social media channels.

"Having Mercedes-Benz Fashion Week Berlin take place live, not just digitally, is an important sign of the cohesion of the German creative industry. We want to send a clear signal that German fashion is still present. We expect many designers and labels who have shaped MBFW for years - and we are looking forward to new, interesting faces". Marcus Kurz, Managing Director of NOWADAYS.

For the first time, MBFW will not take place in July parallel to Paris Haute Couture Week, but in September, thus fitting more effectively into the international show calendar. The decision has been made together with Berlin's Senate Department for Economic Affairs, Energy and Industry, which is also a partner of MBFW this season.

"Berlin is a relevant showcase for fashion, music, film and art - and we want to continue to strengthen its international perception. We have been promoting fashion like no other federal state for over ten years with comprehensive measures. Apart from our long-term commitment, our current goal is to help as many businesses and creative professionals as possible through the pandemic. Among other things, we support presentation opportunities for selected fashion labels at the Fashion Weeks in Berlin and Paris as well as workshops and coaching services on digital transformation and sustainable business". Ramona Pop, Senator for Economy, Energy & Operations Berlin.

All content of MBFW will be shown via live stream and thus accessible to a broad audience. The supporting programme is designed as an eclectic mix of relevant topics around fashion and creativity: Different formats such as shows, installations, presentations and talks will focus on the relevance of Germany and Berlin as creative locations - and on the networking of the international fashion community. With the participation of the FASHION OPEN STUDIO and the BERLINER SALON, MBFW is once again making a statement this season for authentic formats with a strong focus on innovation, sustainability and the promotion of local designers.

"As Germany's most important fashion location, Berlin plays a leading role for Mercedes-Benz Fashion Engagement. We are all the more pleased to continue Mercedes-Benz Fashion Week Berlin in September together with NOWADAYS as a modern format for leading and emerging creatives. Especially after the difficult year for the industry, it is important for us to look to the future with the physically taking place MBFW. The live guests in the capital can expect an interesting programme with innovative impulses. And via the digital extension, all fashion fans worldwide can be present at MBFW Berlin." Jens Kunath, Head of Passenger Car Sales Germany and Member of the Executive Board of Mercedes-Benz Cars Sales Germany.

All MBFW events will be implemented in compliance with the hygiene regulations valid at the time. Accreditations will be checked in consideration of current official requirements and will probably be announced from the end of August.

For press and accreditation enquiries, please contact alice.buchsbaum@karlaotto.de.