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MBFW offers aspiring young fashion designers chance to shine
Jan '11
Swedish fashion designers are playing an increasingly greater role on the international stage - and government agencies are now paying attention. The Swedish Institute, Visit Sweden, the Ministry for Foreign Affairs and Stockholm Visitors Board have elected to promote Swedish designers with a view both to communicating Sweden as an important player within design and Stockholm as a shopping destination. Mercedes-Benz Fashion Week is also positioning itself as an influential forum for aspiring Swedish fashion designers through such initiatives as Mercedes-Benz Young Fashion Industry Award and Max Factor Award.

“We're pooling our resources in a bid to strengthen Sweden as a player on the international design scene. We've been asked by the Ministry for Foreign Affairs to develop a comprehensive communication strategy aimed towards harnessing the international interest being shown in Swedish fashion,” says Anna Maria Bernitz, Project Manager for fashion at The Swedish Institute.

The Mercedes-Benz Fashion Week is also an event that actively works to strengthen the growth of new and rising fashion designers on the home front. Initiatives such as the Mercedes-Benz Young Fashion Industry Award and the Max Factor Award are two recognitions that are presented annually to designers perceived to have a successful future ahead of them within the fashion industry. The awards give the respective winners the opportunity to show their collections for buyers and journalists at the Mercedes-Benz Fashion Week in Stockholm.

“Mercedes-Benz has been working to support fashion for a long time through our commitment as title sponsor for a string of international fashion weeks. To be able to contribute and via the Mercedes-Benz YFI Award create a hotbed for unestablished yet promising Swedish designers is very gratifying and important,” says Roelof Lamberts, Managing Director, Sales and Marketing at Mercedes-Benz.

At the last fashion week, the Mercedes-Benz YFI Award went to Karin Malm, who subsequently will show her collection at the upcoming Mercedes-Benz Fashion Week in Stockholm. This year's Max Factor Award was presented to Ann-Sofie Back, and she will now be showing her collection during week 5 in Stockholm.

Mercedes-Benz Fashion Week Stockholm opens on 31st January 2011 and closes on 3rd February. Berns Salonger and ASFB are the organisers of this fashion week.

Mercedes-Benz Fashion Week

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