Key Visual Mercedes-Benz Fashion Week Berlin Spring/Summer 2009 / Top-Model Eva Padberg with the new Mercedes-Benz GLK / Photo: Daniel Roché, Courtesy Mercedes-Benz
Tom Felber for ceative face Magazine
Today for the third time the Mercedes-Benz Fashion Week Berlin starts. 4 days marked by fashion design, fashion shows and glamour. More than 20 designers will present their newest collections at Bebelplatz in the historic centre of the German capitol and will showcase trends for Spring and Summer 2009. "We are very excited about the exquisite composition of the runway schedule. The high number of participating national and international designers emphasizes the fact that Berlin has rediscovered its important role in the fashion world. On the catwalk important trends come to life that will hit the streets in Spring and Summer of 2009," says Maia Guarnaccia, Vice President IMG Fashion Europe.
On top of the events onsite at Bebelplatz, designer shows will take place at different locations throughout the city along with glamorous events that will turn Berlin into the fashion capital of the world. Also the trade-shows PREMIUM, STARK and projektGalerie will take place simultaneously. "Mercedes-Benz Fashion Week Berlin has already become an integral part of the international fashion world and is on the way to establish itself as an international top fashion event next to Paris, Milan and New York," says Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Cars.
Mercedes-Benz has been committed to fashion for over a decade because in the world of fashion, as in the world of automobiles, design plays a central role and is among the key factors for a brand's success. Car designers and fashion designers are equally sensitive to zeitgeist, trends and changing attitudes, and their respective products reflect this. "There's a virtually symbiotic relationship between cars and fashion. That's why Mercedes-Benz employs both auto designers and fashion designers in its design centres to develop an integrated concept for each car model - from its outer moulding and interior design to the selection of materials and suitable accessories," explains Dr. Olaf Göttgens. Beginning with the title sponsoring of Mercedes Australian Fashion Week in Sydney and Melbourne in 1996 and later with Mercedes-Benz Fashion Week New York in the spring of 2001, Mercedes-Benz has continuously strengthened its commitment to fashion. Indeed, Mercedes-Benz Fashion Weeks in Berlin, Los Angeles, Miami and Mexico have followed, along with brand presence at exclusive fashion platforms in Milan, Stockholm, Amsterdam and elsewhere. Mercedes-Benz is currently involved in fashion events taking place in 21 countries on five continents. "Mercedes-Benz is the premium auto brand most strongly associated with fashion and design," states Dr. Göttgens.
A new fashion event takes place in Berlin's fashionable Mitte district - the first Showroom-Mile. This year's launch allows everyone to experience the Berlin Fashion Week first hand at places like for example Deutsche Bank, Deutsche Guggenheim, Galeries Lafayette Berlin, Vonderbank Artgalleries, Palazzo Italia or Bentley Store. Companies host designers and their collections; art galleries enter into innovative and interdisciplinary collaborations; fashion will engage with traditional Berlin royal porcelain; and Berlin fashion schools will show off the work of their best students and create exciting projects. The first Showroom-Mile guarantees a glance into an impressive mixture of fashion, art and product design. The Showroom-Mile is the idea and an initiative of Berlin Senate Department for Economics, Labour and Women's issues Berlin and is implemented by INPOLIS UCE GmbH. As from January 2009, the project will be continued in a larger scale.
