As the runway platform Mercedes-Benz Fashion Week Berlin in partnership with IMG winds down in July after 10 years, this new partnership underscores the automotive giant’s future commitment to Berlin as a fashion location, both organizations noted. While details were not disclosed, “FCG and Mercedes-Benz will jointly develop new initiatives in the new partnership,” they said.
Founded in 2015, the FCG’s mission statement focuses on the support of the nation’s young design talents as well as boosting the international visibility of German fashion and the nation’s designers. Mercedes-Benz said this fits well with the company’s fashion involvement, which similarly focuses on up-and-coming designers including the International Designer Exchange Program, as well as in its new, year-round “mbcollective” promotional campaign featuring emerging talents.
“Supporting young talents is the key strategic pillar of the Mercedes-Benz dedication to fashion,” stated Michael Bock, head of sport and lifestyle marketing at Mercedes-Benz cars. “Berlin is the center and cradle of many young German design talents. That is why the partnership with the FCG is not only a logical step for us, but also a clear commitment to the fashion hub Berlin.”
Mercedes-Benz is currently involved in more than 50 fashion platforms all over the world, including the Mercedes-Benz Fashion Weeks in Amsterdam, Beijing, Istanbul and Milan as well as the International Festival of Fashion and Photography in Hyères. In collaboration with German Elle, Mercedes-Benz will present this year’s Hyères top winner, Swiss designer Vanessa Schindler, at a runway show at Der Berliner Mode Salon in the Kronprinzenpalais. Additionally, Mercedes-Benz will give Hyères’ Chloe Award winner, German designer Gesine Försteling, the opportunity to participate in the German group DBMS presentation.
The big question for many is what, if anything, will take the place of Mercedes-Benz Fashion Week Berlin. As previously reported, IMG is now looking to shift its Berlin activities to a consumer-oriented platform with possible music tie-ins which could be launched as early as this fall.
According to a Mercedes spokesman, the auto giant is looking to find a suitable substitute to MBFWB. “We are talking to potential partners to determine how to find the best platform for us in the future. Berlin remains a very important location for us,” he emphasized. “We are looking to support initiatives that strengthen Berlin as a fashion location, and have to do with emerging talents. That is our strategic pillar, and to bring our customers into closer contact with fashion.”
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