Mercedes-Benz has been involved with the Mexican fashion industry since 2001, presenting numerous events. In 2007, the premium brand automaker bundled its diverse related activities and established Mercedes-Benz Fashion Mexico in collaboration with Vogue magazine and Fashion TV. Attended by Mexico’s top designers and major international labels, it is now the country’s most important fashion event, and has given Mexican designers a point of access to the international fashion world.
Twice a year – in April for the fall/winter collection and in October for the spring/summer collection – Mexico City’s exclusive shopping centre Antara Polanco plays host to one of the most observed fashion runways in Latin America. On each of the five-day events, top Mexican designers such as Macario Jiménez, Armando Mafud, Hector Terrones, Carlo Demichelis, Pepa Pombo and Alberto Rodríguez present their latest collections in approximately 20 fashion shows. The domestic label shows are complemented with exclusive, non-runway events by top international designers and labels. In October 2007 for instance, renowned Spanish designer Purificación García presented her new collection on the event’s Accessories Day and Carolina Herrera introduced her new fragrance during ‘Perfume Night.’
Mercedes-Benz Fashion Mexico is characterized by a unique combination of runway events, exclusive shows, product exhibits by the Mexican textile industry as well as cultural and charity activities. It has now been opened twice by top model Eva Padberg, both times modelling the fashions of Mexican designers. As the international fashion ambassador of Mercedes-Benz, Padberg not only acts as the key visual of Mercedes-Benz Fashion Week Berlin, but also represents the premium automaker’s commitment to fashion worldwide.
In addition to presenting the Mercedes-Benz Fashion Mexico as its main event, Mercedes-Benz also runs a year-round road show of fashion events in cities all over Mexico, presenting the latest fashion trends in the distinct atmosphere of Mercedes-Benz showrooms.
Finally, but not less importantly, Mercedes-Benz Mexico presents the annual Fashion TV Beach on the exclusive Riviera Maya. This event set the tone for fashion events in Mexico when it began five years ago, and features the latest creations of Mexican and Latin American designers in combination with unique activities in the white sands of the Mexican Caribbean.
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