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Mercedes-Benz And Fashion:  A Perfect Match
Posted July 17, 2008 At 10:05 AM CST by T. Philips

Mercedes-Benz GLK fashion shoot

Anyone familiar with Mercedes-Benz knows there's an indelible connection between the brand and the fashion world.  For over a decade, Mercedes has partnered with a number of international fashion platforms, with current title sponsorships including Mercedes-Benz Fashion Week Berlin, New York, Los Angeles, Miami and Mexico City. 

According to Dr. Olaf Göttgens, Vice-President Brand Communications Mercedes-Benz Cars:  "People are interested in the things that connect them to their personal lifestyles. This is why we’ve been aiming for years to present the Mercedes-Benz brand within the lifestyle environments of our target groups. Fashion is one of those environments."

To highlight this link between the company and the fashion industry, Mercedes-Benz today has published a lengthy look at a number of the various activities the company is involved with, including each of the aforementioned Mercedes-Benz Fashion Week events.  Kicking off the Mercedes fashion coverage comes a general look at the connection between Mercedes-Benz and the fashion world, while a total of eight additional articles dedicated to the subject will be out before day's end.

So without further ado, Mercedes-Benz and fashion: the perfect match.



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Mercedes-Benz and fashion - a perfect match

Mercedes-Benz has been committed to fashion for over a decade, establishing itself as an experienced partner of major international fashion platforms. The Stuttgart-based automaker is the title sponsor of Mercedes-Benz Fashion Weeks in Berlin, New York, Los Angeles, Miami and Mexico City, and supports numerous fashion events in Milan, Stockholm, Amsterdam and elsewhere in the world. “People are interested in the things that connect them to their personal lifestyles. This is why we’ve been aiming for years to present the Mercedes-Benz brand within the lifestyle environments of our target groups. Fashion is one of those environments,” says Dr. Olaf Göttgens, Vice-President Brand Communications Mercedes-Benz Cars.

The Mercedes-Benz brand has epitomized European luxury goods for generations. Just as in the case of, for example, Armani, Chanel and Dior in fashion – and Tiffany in jewellery or IWC in watches –, Mercedes-Benz is synonymous with premium class automobiles. This reputation is anchored in the heritage of a brand whose high-society appeal dates from the beginning of the last century. True to its name’s Spanish meaning of ‘charm’ or ‘grace,’ Mercedes has always proved its worth through the advanced technology and timelessly elegant design of its vehicles. In fact, even the first automobile to bear the Mercedes brand in 1901 took the market by storm with its extraordinary design. Ever since, the Mercedes-Benz brand has been the embodiment of automotive excellence. Firmly established among international luxury brands, it is also a hallmark of exclusive living.

Cars and fashion a lifestyle statement


The automobile continues to be an expression of one’s particular lifestyle. In fact, people expect the same from fashion as they do from cars – an unmistakable style that conveys their individuality and way of life. Choosing a car is part of defining oneself. It communicates a certain, distinguishing image.

In the world of fashion, as in the world of automobiles, design therefore plays a central role and is among the key factors for a brand’s success. Car designers and fashion designers are equally sensitive to zeitgeist, trends and changing attitudes, and their respective products reflect this. “There’s a virtually symbiotic relationship between cars and fashion. That’s why Mercedes-Benz employs both auto designers and fashion designers in its design centres to develop an integrated concept for each car model – from its outer moulding and interior design to the selection of materials and suitable accessories,” explains Dr. Olaf Göttgens.

Elegance and style, innovation and perfection are qualities shared by Mercedes-Benz and luxury fashion design. It therefore stands to reason that Mercedes-Benz is deeply involved with key international fashion events. “Mercedes-Benz is the premium auto brand most strongly associated with fashion and design,” states Dr. Göttgens.

Beginning with the title sponsoring of Mercedes Australian Fashion Week in Sydney and Melbourne in 1996 and later with Mercedes-Benz Fashion Week New York in the spring of 2001, Mercedes-Benz has continuously strengthened its commitment to fashion. Indeed, Mercedes-Benz Fashion Weeks in Berlin, Los Angeles, Miami and Mexico have followed, along with brand presence at exclusive fashion platforms in Milan, Stockholm, Amsterdam and elsewhere. Mercedes-Benz is currently involved in fashion events taking place in 21 countries on five continents.


Mercedes-Benz CLK63 AMG Safety Car at Mercedes-Benz Fashion Week Berlin 2008

Outside Mercedes-Benz Fashion Week Berlin 2008

Lewis Hamilton and Eva Padberg at Mercedes-Benz Fashion Week Berlin 2008

Model Naomi Campbell at Mercedes-Benz Fashion Week Berlin 2008

Outside Mercedes-Benz Fashion Week Berlin 2008

Outside Mercedes-Benz Fashion Week Berlin 2008

Model Eva Padberg posing with the Mercedes-Benz CLC Sport Coupe

Model Eva Padberg posing with the Mercedes-Benz CLC Sport Coupe

Model Eva Padberg posing with the Mercedes-Benz CLC Sport Coupe

Model Eva Padberg posing with the Mercedes-Benz CLC Sport Coupe

Model Eva Padberg posing with the Mercedes-Benz CLC Sport Coupe

Model Eva Padberg and photographer Ellen von Unwerth at the Mercedes-Benz CLC Sport Coupe world premier

Photographer Ellen von Unwerth at the Mercedes-Benz CLC Sport Coupe world premier

World premier of the Mercedes-Benz CLC Sport Coupe with Eva Padberg

Model Eva Padberg at the world premier of the Mercedes-Benz CLC Sport Coupe

Mercedes-Benz GLK fashion shoot

Mercedes-Benz GLK fashion shoot

Mercedes-Benz GLK fashion shoot

Mercedes-Benz GLK fashion shoot

Mercedes-Benz GLK fashion shoot

Mercedes-Benz CL-Class fashion shoot

Mercedes-Benz CL-Class fashion shoot

Mercedes-Benz 300 SL Gullwing Fashion Shoot

Mercedes-Benz 300 SL Gullwing Fashion Shoot

Mercedes-Benz 300 SL Gullwing Fashion Shoot

Mercedes-Benz SL500 fashion shoot

Mercedes-Benz SL500 fashion shoot

Mercedes-Benz CLK-Class fashion shoot

Mercedes-Benz Fashion Week


More Mercedes-Benz And Fashion:

Model Eva Padberg models alongside the Mercedes-Benz CLC Sport Coupe
Mercedes-Benz And Fashion: Top Model Eva Padberg
 
Mercedes-Benz CLK-Class photo shoot
Mercedes-Benz And Fashion: Mercedes-Benz Becomes The Title Sponsor Of Stockholm Fashion Week
 
Mercedes-Benz 300 SL fashion shoot
Mercedes-Benz And Fashion: Mercedes-Benz Dutch Fashion Awards
 
Mercedes-Benz GLK-Class photo shoot
Mercedes-Benz And Fashion: Mercedes-Benz Fashion Week Mexico
 
Mercedes-Benz 300 SL fashion shoot
Mercedes-Benz And Fashion: Mercedes-Benz Fashion Week Swim
 
Mercedes-Benz CL-Class photo shoot
Mercedes-Benz And Fashion: Mercedes-Benz Fashion Week At Smashbox Studios In Los Angeles
 
Model Eva Padberg models alongside the Mercedes-Benz CLC Sport Coupe
Mercedes-Benz And Fashion: Mercedes-Benz Fashion Week New York
 
Outside Mercedes-Benz Fashion Week Berlin 2008
Mercedes-Benz And Fashion: Mercedes-Benz Fashion Week Berlin
 
Mercedes-Benz GLK-Class fashion shoot
Mercedes-Benz And Fashion: A Perfect Match


Copyright © 2008, Daimler AG

 

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