With its sponsorship for the Berlin fashion world, Mercedes-Benz is breaking new ground that is no longer focused on a fashion week.
With the new ‘Mercedes-Benz Fashion Moments’ concept, the automotive group is still committed to Berlin as the “most important German fashion metropolis”, just no longer as the title sponsor of the fashion week, Mercedes-Benz announced on Monday. The new concept, which combines the areas of innovation, design and lifestyle, is intended to be a cooperation with various brands in order to give customers an insight “into the fascinating world of fashion and lifestyle with inspiring experiences”.
“After 15 years as the title sponsor of the Mercedes-Benz Fashion Week, we will now reposition ourselves in the fashion sector in Germany with a more advanced format,” said Jens Kunath, Head of Sales Cars Germany and Member of the Management Board of Mercedes-Benz Cars Sales Germany ( MBD). “The requirements of the fashion industry, the needs of the audience and the formats of the Berlin Fashion Week are constantly changing.”
Marc Cain becomes a partner of the first edition
For the first edition, which takes place on January 18th at Tempelhof Airport, Mercedes is collaborating with Marc Cain. The Bodelshausen-based fashion retailer is showing its autumn/winter 23 collection in January and is also celebrating its 50th anniversary in 2023.
“With this newly conceived format, we gain flexibility and exclusivity, remain true to our chosen path of supporting fashion and designers in the future and are expanding our concept throughout Germany,” says Kunath.
‘Mercedes-Benz Fashion Moments’ should not only take place during the Berlin Fashion Week in January and July. For the coming year, the automotive group is also planning further events with different partners and focal points in two German cities. As with the Mercedes-Benz Fashion Week, Mercedes will continue to work with the Berlin creative agency Nowadays to plan and implement the formats.