MERCEDES-BENZ FASHION WEEK RUSSIA season fall-winter 2012-2013 closed the international fashion season. The biggest fashion event in Eastern Europe took place on 21-25 March in the Congress Centre of the World Trade Centre at Krasnaya Presnya.Mercedes-Benz Fashion Week Russia presented more than 70 new collections of the best designers from Russia, Ukraine, Belarus, Turkey, Poland, Peru and Great Britain. Innovations were also presented by Fashion week partners – leaders in different business fields. Among the partners of Fashion Week Russia are automobile concern Mercedes-Benz (Title Parner of Fashion Week), Maybelline New York and L’Oréal Professionnel, logistics brand DHL, hotel ‘Radisson Royal, Moscow’, ASUS and Canon.
Automobile concern Mercedes-Benz is the title partner of Mercedes-Benz Fashion Week Russia. Fashion is the main communicative platform for Mercedes-Benz in the world. German autoconcern supports all the leading fashion weeks, from New York and Berlin to Beijing and Tokyo. This season Madrid joined the ‘family’ of Mercedes-Benz Fashion Weeks. Apart from that, in 2012 the company is celebrating the sixtieth anniversary of the classic SL-Class roadster. The renovated SL became the flagship of the fall-winter season at Mercedes-Benz Fashion Week Russia.
This automobile offers significantly more comfort and sportiness, setting new standards among luxury roadsters. The combination of classical proportions with innovations in technology and design is what distinguishes Mercedes-Benz automobiles and brings them close to the world of art. Respect of traditions and vision of the future are necessary qualities for a designer in any sphere, be it in the fashion industry or car manufacturing.
The official make-up sponsor of Mercedes-Benz Fashion Week Russia is for the ninth time Maybelline New York. This renowned cosmetic brand was born in New York, one of the world’s capitals of fashion, which definitely affected its development. Maybelline New York takes part in the shows of famous designers at the most prestigious Fashion weeks all around the world – in New York, Berlin, Amsterdam and Moscow. Mercedes-Benz Fashion Week Russia and Maybelline New York unite the urge for innovations and the ability to determine trends. This season it was possible to watch new make-up trends forming live.
On the Maybelline NY channel on YouTube online video clips appeared covering the backstage and how, with the help of the rich colour palette of the brand’s products, vivid images are created the for the runway. Internet-broadcasting Maybelline New York also took place on social networks, and thanks to an interactive project with Facebook, guests of the shows could instantly post their photos online with their new beauty-looks created by the skilful make-up artists of the brand.
Mercedes-Benz Fashion Week Russia is connected to Canon by close partner relationships. For the second time Canon equipped the press-centre for the Fashion week. Also Canon has traditionally arranged a special event for professional photographers, where in the framework of the master-class they spoke about contemporary trends in the sphere of photography technologies. At Mercedes-Benz Fashion Week Russia season fall-winter 2012-2013 one of the most interesting innovations of the photography world was officially presented – a unique professional digital SLR camera of the new generation –
EOS-1DX. This universal and powerful tool is perfect for photographers of all styles and genres who often have to shoot in severe conditions and are pressed for time. EOS-1DX gives them all the necessary functions and guarantees quality. EOS-1DX combines all-time speed performance, high resolution and image quality.
During Mercedes-Benz Fashion Week Russia a show took place of the collection by Elena Trotsko, the winner of the young designers contest ‘Yellow is the colour of speed’, organized by DHL in collaboration with Mercedes-Benz Fashion Week Russia in the autumn of 2011. Her newest collection includes several models created especially for DHL in the style of the company’s logo. As an official logistics partner of Mercedes-Benz Fashion Week Russia DHL arranged a lounge area for comfortable communication between clients, partners and media representatives. Everyone could take part in an exclusive photo session with fashion accessories in DHL style and post their photos in social networks. Apart from that, the guests could take part in prize lotteries by DHL Express.
The official hotel of Mercedes-Benz Fashion Week Russia for the second season was chosen to be ‘Radisson Royal, Moscow’ (its historical name is ‘Ukraine’ hotel). For the several years after its opening after renovation, the ‘Radisson Royal, Moscow’ hotel has received many awards by professionals of the sphere, becoming a winner of the prestigious tourist contest ‘World Travel Awards-2011’ in the category ‘Best luxury business-hotel in the world’.
Another beauty expert and partner of Mercedes-Benz Fashion Week Russia is L’Oréal Professionnel. The unique experience of the brand, collaboration with outstanding creative personalities and their ability to form trends all allow the company to determine fashion every year in coiffure art. Hair styles at the runways are an integral part of the looks and L’Oréal Professionnel, being the official stylist of the biggest fashion event in Eastern Europe, professionally created the splendid style of the models, perfectly adding the final touch to fashion collections of the leading Russian and foreign designers.
ASUS, one of the leading companies of the new digital era, at Mercedes-Benz Fashion Week Russia, presented an elegant and powerful ‘ultrabook’ computer, the ASUS ZENBOOK, embodying the most innovative technologies and designer trends in the field of ultra-portable laptops. ASUS ZENBOOK features a range of the newest technologies, such as ‘Instant On’ (coming back from standby mode in high-speed), and the ability to remain in standby mode for up to two weeks without charging.