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.

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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.