Mercedes-benz Fashion Week Will be greener

By: Anthony Fontanelle

Mercedes-Benz Fashion Week at Smashbox Studios announced that the twice yearly event in Culver City, CA will be 'greener' in October. This is because it will be concentrating on sustainability, eco-friendly fashions and designers.

"This is a great first step for the fashion industry here in L.A.," said Smashbox Studios co-founder Davis Factor. "California is on the forefront of green initiatives, and we are excited that we will be taking the lead here."

The event is entering its third season and has grown to five days with 15 shows. The shows producer, global sports, entertainment and media giant IMG, is also welcoming Mercedes-Benz as title sponsor. "We are so excited to be coming back to Miami with such a fabulous group of designers," said the svp of IMG Fashion, Fern Mallis. "To have grown so quickly in three years is really rewarding and we continue to see more and more interest in this category as we become a destination for internationally recognized brands and designers. Also, having Mercedes-Benz as a partner across all of our events here in the U.S. continues to solidify and enhance our fashion platform."

Mallis noted, "We are exploring many different options from production to the runway. We will encourage the designers who have consistently shown with us to include some garments that promote sustainability and eco-friendly fibers, and hope to also bring to Los Angeles designers from around the world who are committed to this movement."

"Society is increasingly aware about its impact on the environment, from the clothes we wear to the vehicles we drive, and Mercedes-Benz Fashion Week at Smashbox Studios is the ideal time and place to continue driving this discussion forward," said Carol Goll, the general manager of the brand event marketing at Mercedes-Benz USA.

Mercedes-Benz Fashion Week at Smashbox Studios, along with its designers and sponsors, will announce further details on this initiative in August and September. The much-awaited fashion event is scheduled to happen on October 14 to 18.

Earlier, IMG Fashion announced the final lineup of designers for Mercedes-Benz Fashion Week Miami Swim, which will include shows by Bella Mar Swim by Jacquelyne Love, Badgley Mischka, Cia.Maritima, Xtra Life LYCRA, DE et DR, True Religion, Red Carter, Ashley Paige, ANK by Mirla Sabino, BECCA, Shay Todd, Rosa Cha, Zimmerman, Parke & Ronen and Jessica Simpson.

Joining Mercedes-Benz 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.

In addition to working with designers and sponsors on a number of initiatives, the fashion event will seek to lessen its impact on the environment, including adjustments to the production of the shows and materials used throughout. Title sponsor Mercedes-Benz will strengthen this point by stressing Bluetec.

According to DaimlerChrysler CEO Dieter Zetsche, "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."

"BLUETEC is the new blueprint for the cleanest diesels in the world," said Zetsche. "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." BLUETEC will soon be mated to , stylish body parts, comfy amenities, and other auto parts to produce cutting-edge vehicles.

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