The FINANCIAL — With the FASHION STUDIO by Mercedes-Benz, the brand with the star is establishing a unique platform, at BIKINI BERLIN from 3 – 22 July 2014, to show how designers, students and fashionistas from around the world can come together to share their creative talents and ideas, according to Daimler AG.
The international fashion newcomers Roshi Porkar, Satu Maaranen and Steven Tai, all chosen by the Columbian star designer Haider Ackermann, allow us to follow their creative processes in the studio – from the very first source of inspiration to the finished look.
“With the FASHION STUDIO by Mercedes-Benz, we have added another highlight to the initiatives underpinning our commitment to the world of fashion. Mercedes-Benz stands for lifestyle and modern luxury like no other automotive brand. That is why we have been actively engaged with international fashion events for nearly twenty years now,” said Dr Jens Thiemer, Head of Marketing Communications for Mercedes-Benz Passenger Cars. “And we make a particular point of supporting the young and up-and-coming stars, because new, unconventional ideas can unleash innovation – not just in the world of fashion,” he added.
One of the special highlights of the FASHION STUDIO is the photo exhibition to accompany the Mercedes-Benz Fashion spring/summer 2015 campaign. The international style icon Tilda Swinton and the Mercedes-Benz S-Class Coupé are the stars of this campaign, which was created by the US artist and director Roe Ethridge. In addition to making-of pictures of the key visuals, the exhibition also gives exclusive insights into the work of the famous artist Ethridge, according to Daimler AG.
Every fashion designer has his or her own unique way of approaching the creative process that leads to the sketches and on to the items in a collection. The FASHION STUDIO by Mercedes-Benz shows these creative processes and their results in an inspiring spacial experience which unites an exhibition area with a work zone. The new S-Class Coupé and the A-Class will be on show on the ground floor of BIKINI BERLIN.
Students of the Lette-Verein, AMD Akademie Mode & Design and University of Applied Sciences, all in Berlin, will be sketching and designing their collections ideas over 15 days. The themes of “individualisation”, “innovation” and “megatrends” will take centre stage. The students will be working on their collections in situ. This, unusually, allows visitors to participate in an intensive dialogue and to look directly over the designers’ shoulders as they work, according to Daimler AG.
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