From July 1-3 2019, the fourth edition of Mercedes-Benz Fashion Week, co-initiated by MercedesBenz and operated by Nowadays, took place at ewerk Berlin. More than 30 high-end designers & labels, among others Christoph Rumpf presented by Mercedes-Benz, Danny Reinke, Guido Maria Kretschmer, Neonyt, Riani and Atelier Michalsky presented their Spring|Summer 2020 collections.
Kicked-off on Monday with an attention-drawing shows like Christoph Rumpf by Mercedes-Benz, Guido Maria Kretschmer and KXXK, the show concept that focusses on fashion, design and creativity presented once more a market- focused and selected spectrum of labels & brands from the fashion location Germany over three days.
More than 9.000 guests visited the shows and events of the MBFW at ewerk. The program for end consumers at the MBFW GARDEN with the live streaming of all shows as well as the exhibition of Berlin fashion on the forecourt of ewerk attracted a lot of fashion-interested Berliners. Multiple fashion fans followed the fashion broadcast format as well as the runway shows via digital channels.
The feedback of professionals and end consumers was decidedly positive. Particularly positive received was the multifaceted nature of the show schedule. International and national upcoming talents – presented by co-initiator Mercedes-Benz as well as the Berlin senate of economics, energy and enterprises as well as established designer labels and global fashion players presented their collections during MBFW.
Special highlight: Michael Michalsky staged his collection „Brothers&Sisters“ that stands for solidarity as the official closing of Mercedes-Benz Fashion Week at ewerk.
„As market-oriented, approachable show and presentation concept MBFW focusses on German design and contemporary fashion. According to the claim “FOLLOW MBFW – FOCUS FASHION“ we are providing a platform, that is setting different labels and brands, strongly varying in sizes and brand concepts, in scene individually & providing a live and digital access to. We are using different high-reach communications channels to increase the visibility and relevancy of these designers. Together with labels, partners and press representatives we want to further drive this vision“ ,says Marcus Kurz, leading operator and CEO of NOWADAYS.
Individual staging for designers and brands
The majority of designers opted for a classic RUNWAY show, nevertheless staging their new collection with an individual setting.
It was a first for selected Berlin designers: supported by the Berlin senate for economy, energy and enterprises they presented their key looks on the forecourt at the MBFW GARDEN within the
GROWHOUSES – stylized growhouses as well as pedastals to the professional audience and for the
first time also to end cousumers, that could visit the exhibition and at the same time experience all
shows live on-site via public viewing.
At the SHOWCASE, the inspiration space of MBFW, different flanking events and exhibitions fort he professional audience among others a fashion installation of selected looks of the dominicana moda as well as the MBFW Inspiration Talk x She’s Mercedes hosted by Blogger Bazaar. Female pioneers from the fashion and lifestyle scene exchanged views on inclusion, female empowerment and change in society, with Stephanie Dettmann von the sustainable beauty brand „und Gretel, Claudia Zakrocki of the female focused media enterprise “Refinery29” and Sema Gedik of “AUF AUGENHÖHE”, the only fashion label for people of small stature.
Siemens launched a special project for data visualization at the SHOWCASE: Siemens BERLIN FABRIC. The staging between technology and fashion showcased how data can transform global cities via a interdisciplinary performance. Siemens used data of the city of Berlin and wove them into textiles that Berlin designer Vladimir Karaleev created outfits of. Dancer and choreographer Kiani Del Valle performed Karaleevs’ designs in a 360 degree audio-visual experience dome.
„With this Mercedes-Benz Fashion Week we were able to offer a platform for the German speaking fashion landscape more than ever before and reinforce the fashion focus via flanking, industry specific topics like „female change makers in fashion“. We are particularly proud of the show of the internationally awarded upcoming designer Christoph Rumpf whose collection we presented in the context of the 10th anniversary of the Mercedes-Benz Fashion Talents in July 2019 as the opening show of MBFW. Therefore we also could further support the international creative exchange“, summarizes Katja Ohly-Nauber, head of marketing-communication Mercedes-Benz Cars Germany.