Berlin Gears Up for Mercedes Fashion Week

By: Anthony Fontanelle

Germany's capital city is preparing to host one of the most anticipated glamorous fashion event set against the breath-taking backdrop of the Brandenburg Gate. The Brandenburg Gate stands as proof to the city's outstanding architecture and provides a suitably inspiring entrance to one of Europe's most vibrant and electrifying capitals.

Berlin also has a terrific art scene, which entangles nicely with this year's Mercedes-Benz Fashion Week, as well as dozens of first-rate nightclubs and a plethora of tempting eateries and bars. For those keen to wander a little further, there are over 150 museums in Berlin, offering art exhibitions that include everything from 13th century art to military history and erotica. The MBFW will doubtlessly bring thousands of fashionistas to this vivacious city despite the event being ahead of the usually busy holiday months of July and August.

The MBFW, organized by IMG Fashion and sponsored by German Mercedes-Benz, promises a bunch of the most spectacular showcases of modern fashion design in recent years, with a number of the most important labels around the globe.

On 12 July, when the show gets underway, guests will have the opportunity to feast their eyes on a new collection from Hugo, before huge names including Vivienne Westwood, Puma, Sisi Wasabi and Michalsky unveil their own new creations. Mercedes-Benz Fashion Week will be held for the first time in Berlin, from July 12th to 15th, thus bolstering Berlin's status as a fashion capital. Like the clear , the event will reflect the latest fashion trend to cling on.

This latest Fashion Week event will sport top international and German designers presenting their hottest designs. One of these premium brands, Stuttgart, is already the title sponsor of the Mercedes-Benz Fashion Week in New York, which is highly regarded as one of the four most important international fashion events.

The four-day extravaganza in Berlin will also serve as a catalyst for the city's flourishing tourism industry, which was given main focus in 2006 thanks to the World Cup.

As partner of this fashion event, together with the City of Berlin, Mercedes is supporting the organizer IMG in their efforts to establish the new fashion shows. Joining Mercedes in sponsoring the shows this season will be LYCRA, Smashbox Cosmetics, the Greater Miami Convention & Visitors Bureau, DHL, The Raleigh, The new AT&T, Havaianas, Nivea, Continental Airlines, Sunsilk, Peroni, Vida Tequila, Ocean Drive, California Apparel News, The Swim Journal and ULTRA HD.

Industry watchers see the fashion event as creating a new platform combining emotion and experience and will arouse enthusiasm for new ideas about stylish, visionary design among its visitors. Reports from Berlin said that Mercedes decided to become involved with the world of fashion as design and style also play a central role in creating new automobiles and are among the most important factors contributing to the success of the brand.

Aside from showcasing the latest fashion trend, the event will illuminate people about Mercedes' commitment to the environment. DaimlerChrysler CEO Dieter Zetsche has this to say about the company's latest technology: "As a powerful, economical and clean drive system, BLUETEC can significantly help American drivers continue to enjoy large, powerful cars for many years to come - whether you are looking at large sedans, vans, light trucks or SUVs. BLUETEC diesel vehicles have the potential to meet the world's most stringent exhaust emissions standards, including those of all 50 US States."

Zetsche added, "BLUETEC is the new blueprint for the cleanest diesels in the world. And while BLUETEC was developed by Mercedes-Benz, it won't be exclusive to Mercedes-Benz. Of course, we'll share this technology with the Chrysler Group."

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