Mercedes-Benz has been one of the main sponsors of Fashion Week by Berns since 2008. Ahead of this summer’s fashion week, Mercedes-Benz is taking on the role of title sponsor and thereby steering Stockholm’s fashion week closer towards becoming one of the most prestigious international fashion weeks. Interest in attending has grown yet again since last season, and the upcoming week is expected to present a record number of participants when Sweden’s most prominent fashion labels showcase their spring and summer collections for 2011.
Mercedes-Benz Fashion Week, formerly Fashion Week by Berns, will be held between 16th and 18th August. Mercedes-Benz has been one of Fashion Week by Berns’ main partners for the past four seasons, and the Mercedes-Benz Fashion Pavillion in Kungsträdgården has been an important arena for the fashion brands attending the show. Mercedes-Benz will also continue to support the week through the Mercedes-Benz Young Fashion Industry Award, whereby six promising designers will be given the opportunity to showcase their creations.
“Our commitment to the fashion industry is a crucial element in our lifestyle marketing, and we’ve been working to support fashion at international level for a long time through the Mercedes-Benz Fashion Weeks in New York, Berlin, Milan and London, for example, plus Haute Couture and Prêt à Porter in Paris. Now we are incredibly proud to become title sponsor of the week in Stockholm and be able to support Swedish fashion at both national and nternational level. Design plays an important role in fashion as well as in the automotive world and is one of the key success factors for a brand. Innovation, perfection, elegance and style – that is the link between Mercedes-Benz and fashion,” says Anders Sundt Jensen, Global Vice President Brand
Communications at Mercedes-Benz.
Interest in exhibiting collections during Mercedes-Benz Fashion Week is enormous, and no fewer than 24 of Sweden’s top fashion labels are now set to participate, including; Acne, Carin Wester, Cheap Monday, Hope, Whyred, Filippa K, The Local Firm and Camilla Norrback. The brands taking part for the first time this season are Tiger, Nakkna, Swedish Hasbeens, Post Fire Dew and Nina Jarebrink. Graduating students from the Swedish School of Textiles (University of Borås) will exhibit pieces from their final major projects in the Mercedes-Benz Fashion Pavillion.
Filippa K, one of the brands that chose to return to Stockholm’s catwalk at the last fashion week, is once again planning to put on quite a show at the upcoming Mercedes-Benz Fashion Week.
“Filippa K is synonymous with classic modern design of utmost quality – attributes that often epitomise Swedish fashion. We have also noted an increase in international interest in Scandinavian design, and it feels important that we too help to contribute towards making Stockholm’s fashion week an attractive venue for the best within Scandinavian fashion,” explains Eva Boding, Marketing
Director at Filippa K.
Mercedes-Benz Fashion Week is sponsored by Mercedes-Benz, Max Factor and Coca-Cola. Berns Salonger will continue to organise the week, which has been developed with a view to raising awareness and promoting exports of Scandinavian designers. The Organising Committee comprises representatives from Berns Salonger, Patriksson Communication, Bon, Peter Andersson Production and the Association of Swedish Fashion Brands.
In light of this summer’s fashion week, Mercedes-Benz Fashion Week is scheduled to take place in Week 33 and thereby coincide with other fashion-related activities being held in Stockholm. Mercedes-Benz Fashion Week’s primary objective however, as was the case for Fashion Week by Berns, is still to serve as an arena for Swedish brands ready for export.