Lady Chameleon

Design + Architecture Blog

Mercedes Benz Australia and Fashion – a Ten Year Partnership

In Australia, Mercedes Benz is the Principal Partner of Mercedes Benz Fashion Week Australia and the Sydney and Brisbane Fashion Festivals.

Innovation, fascination and trendsetting design are the hallmarks of both Mercedes Benz and fashion – which is why they have made a perfect partnership for ten years.

Globally, Mercedes Benz has become an experienced and renowned partner of major international fashion platforms in New York, Berlin, LA, Miami and Mexico. Fashion events in Milan, Stockholm and Amsterdam also see Mercedes Benz as a major affiliate.

On Sunday August 23 the launch of the Brisbane Fashion Festival saw the unveiling of ten Mercedes Benz vehicles which had been ‘styled’ by ten of Queensland and Australia’s leading fashion designers and industry identities. The one-off custom-made vehicle wraps were designed by Vogue Australia Editor-in-Chief Edwina McCann, Alex Perry, Toni Maticevski and Sunshine Coast duo Adrian Norris and Edwina Robinson of Aje along with Easton Pearson, Paul Hunt, George Wu, Maiocchi, Urbbana and Sacha Drake. The styled vehicles were driven by the Fashion Festival team. Following the launch they were on display at various locations across the city. What a dazzling display of innovation and exciting initiative.

The key to the Fashion Festival’s success, in the eyes of Mercedes-Benz Fashion Festival Brisbane Director Lindsay Bennett, has been the longevity of the partnership with Mercedes-Benz. He considers that: “This exclusive and exciting project is just another example of the partnership driving fashion retail for Queensland and presenting an outstanding display of creativity from outstanding creative talents.”

Horst von Sanden, Managing Director Mercedes-Benz Cars and Chief Executive Officer, Mercedes-Benz Australia/Pacific said the 10 Vehicles, 10 Designers, 10 Years! Project was an Australian first. He stated: “We are most proud to be the naming rights partner of Mercedes-Benz Fashion Festival since its inaugural event and thank and congratulate the Festival team on the impressive 10-year anniversary. Of course the designers are always key to the event’s success. And we are thrilled with the energy and enthusiasm they have shown for the 10 Vehicles, 10 Designers, 10 Years! Project.”

The decade-long partnership is indeed one that Australia and Mercedes Benz can be proud of. Together the partners have grown the Fashion Festival into one of the most prestigious events on Queensland’s social calendar. The exclusive project has driven fashion retail for Queensland. It presented an amazing display of creativity from the array of incredibly talented designers involved.