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MBFW comes to Berlin amidst growing popularity

Jun '10
From July 7 to 10, 2010 Mercedes-Benz Fashion Week Berlin will present an eclectic mix of designers in the German capital. Among the initial brands confirmed are 30Paarhaende, Allude, Anja Gockel, Arrondissement Aq1, Blaak, Custo Barcelona, .Dimitri, Kaviar Gauche, Kilian Kerner, Lala Berlin, Laurèl, Patrick Mohr, Perret Schaad, Rena Lange, Risto Bimbiloski, Schumacher, Starstyling Und Thomas Engel Hart With Designers Blacky Dress, Christina Duxa Couture, Dawid Tomaszewski, and MAVI showing for the very first time. MARCEL OSTERTAG will open Mercedes-Benz Fashion Week Berlin Spring/Summer 2011. BOSS BLACK and MONGRELS IN COMMON are showing their collections offsite.

“We are very proud to welcome back a great number of designers every season as well as to be an important platform to a growing number of new designers,” says Maia Guarnaccia, Vice President of IMG Fashion, Europe. “The amount of designers showing for the first time is a great proof of the attention, Mercedes-Benz Fashion Week Berlin is receiving both on a national and international level.”

After the tremendous media success of the Designer for Tomorrow by Peek & Cloppenburg Düsseldorf Award in 2009, the new round has started. Over 150 applications were received, 8 finalists were chosen to show their debut collection within Mercedes-Benz Fashion Week Berlin on July 9 to the award jury and media. The winner will get his own show at the event in January 2011.

The event's key image this season features model and actress Milla Jovovich. Jovovich was photographed by legendary fashion photographer Miles Aldridge wearing a Philip Treacy designed masterpiece: a hat exclusively for the campaign shoot. The piece will be on display at the venue during Mercedes-Benz Fashion Week Berlin.

“Our new campaign image represents fascination and individuality - this is the link between Mercedes-Benz and high fashion. With our commitment to fashion we want to make a visionary statement, enable the designers to present their latest creations and enthuse guests with fashion and design. The Mercedes-Benz E class convertible represents an elegant and distinct design,” says Anders Sundt Jensen, head of brand communication Mercedes-Benz cars.

Berlin is embracing the potential that Mercedes-Benz Fashion Week contributes to this internationally recognized cultural city. In addition to the main event at Bebelplatz, many other events take place in the same week and make fashion accessible to the general public.

“I am looking forward to an impressive Mercedes-Benz Fashion Week Berlin, with internationally and locally recognized, as well as new fashion labels presenting their collections in the 7th edition,” says Mayor and Senator of Economics, Technology and Women's issues, Harald Wolf. “Aside from slots for labels from Berlin at Mercedes-Benz Fashion Week, the county supports further events focusing on new talents, green fashion and formats like the Showroom mile,which makes fashion accessible to the broad public. For the capital Berlin, fashion is not only an economic aspect, it is more so an essential part of the cultural identity of our city.”

Mercedes-Benz Fashion Week is made possible by the following sponsors: Mercedes-Benz, DHL, HANNspree, Maybelline Jade and Peek & Cloppenburg KG Düsseldorf and will again be endorsed by the Senate for Economics, Technology and Women's Issues, Berlin.

Mercedes-Benz Fashion Week Berlin

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