No brand has secured a stronger association with the world of top fashion than Mercedes-Benz. Since it became the first titular sponsor of Mercedes-Benz Fashion Week Australia in 1995, the global runways takeover by this iconic automaker is a textbook case in successful marketing. A venerated industry pioneer, it now sets its sights on future style stars and fashion capitals with over 60 branded international platforms. Moscow entered the list eight years ago and this season brings great news for Mercedes-Benz Fashion Week Russia.
“We have extended our Title Sponsorship of the Fashion Week for three more years to consolidate the success we have reached together with ‘Artefact’ – the owner and producer of fashion week – since 2011, when our cooperation first launched in Russia,” said Jan Madeja, CEO of Mercedes-Benz RUS AO.
Over its sixteen seasons, #MBFWRussia has become the largest fashion week in Eastern Europe. An astounding number of designers presented at the last season’s edition: 175 of presentations and catwalks. This year, from March 30 to April 3, the growing event will undergo further transformations. Starting this season, it will feature three dedicated runways, a Pop-Up shop, and a Designers Showroom – all of which will completely takeover two levels of the historic Moscow’s Manege Building, the prestigious venue next to the Kremlin.
Over the years, Mercedes-Benz’s relationship with fashion has evolved to make the business of style more accessible to everyone by creating a unique global network for young designers.
“Alongside continued commitment to established platforms, supporting emerging international talent has been key for Mercedes-Benz throughout the past 24 years. In emerging markets, the Mercedes-Benz Global Fashion Engagement offers a unique opportunity to designers, allowing them to present at a series of international platforms, promoting creativity and innovation, which is an important ethos of the Mercedes-Benz brand,” said Bettina Haussmann, Senior Manager, Branded Entertainment Mercedes-Benz Passenger Cars.
In addition to strong initiatives aimed at bolstering domestic talent, such as FashionNet and Fashion Futurum, every season Moscow also welcomes new names from around the world.
“Since its inception in 2000, the fashion week’s mission remains to support domestic Russian talents. We enjoy supporting young brands and find it rewarding to see their businesses grow. We are hoping to see these rising stars as our headliners in the near future. We have extended this opportunity for the first time to seven selected international designers, whom will have a free platform to showcase their latest collections on the biggest catwalk in Eastern Europe,” said Alexander Shumsky, President of Russian Fashion Council and Mercedes-Benz Fashion Week Russia.
Here are the 2019 Global Talents currently preparing their collections for the Manege showcase: Jing Yu (Italy), Iveta Vecmane (Latvia), Ananobaqradze (Georgia), Harriet Eccleston and Krishma Sabbarwal (UK), Annaiss Yucra Mancilla (Peru) and Rahel Guiragossian (Switzerland). In addition to their no cost runway show, the Russian Fashion Council and Moscow’s Regional Governor Mr. Andrey Vorobiev have prepared an immersive cultural program for the 2019 Global Talents inaugural designers.
Local is the new global. The power of local talent is evident in Mercedes-Benz diversified portfolio of fashion events.
“Mercedes-Benz’ Global Fashion Engagement is organized globally, but also locally; driven by each individual market. Our experience has shown that this has proven to be more successful, giving us the opportunity to tailor each activity according to local needs. We are also committed to using local talent, upcoming photographers and influencers from the area to ensure each Mercedes-Benz Fashion Week has its own unique identity,” said Haussmann.
Russia is primed to capitalize on its fashion industry’s creative force, and this season can become a pivoting moment as the world is clearly watching.