Mercedes-Benz Fashion Week 2010

The Mercedes-Benz courtesy lounge was busy with local and international journalists at the beggining of the Mercedez-Benz Fashion Week 2010. The opening event was a talk on the Power of Visions. In conversation was leading international photographer, Nick Knight –responsible for the current SLS AMG visual campaign– and Anders Sundt Jensen, Vice President Brand Communications, Mercedes-Benz Cars. The 45 minute session was moderated by Alex Marashian, Editor-at-Large for AnOther Magazine. 

The discussion centered around the nature of cutting edge imagery and the inter-relations between Design, Technology and Fashion. Knight explained that the primary motivation for the campaign visual was, “To get people thinking about this car... to get a sense the future has just arrived. For me, the term ´cutting edge’ indicates something I haven’t seen before. I found the sense of freedom it represents to be seductive – almost like being able to fly". 

Vogue and Mercedes-Benz invited key figureheads to their second co-hosted Fashion Night, Mercedes-Benz Fashion Week Berlin’s most exclusive industry event. At the newly renovated ‚Moscow’, the fashion community and celebrities socialised after a first day of shows. Hosts, Christiane Arp, Editor-in-Chief of Vogue Germany and Anders Sundt Jensen, Vice President Brand Communications, Mercedes-Benz Cars were present to welcome their guests. 

These included internationally renowned photographer, Nick Knight; Mayor of Berlin, Klaus Wowereit; Daniel Günthert (Rena Lange); Holger Schmidt (Michael Kors); Faris Momani (Joop); Marc and Jochen Holy (Hugo Boss); head of Escada, Bruno Sälzer; Gerd Strehle (Strenesse); and François Girbaud.
Designers included, Marcel Ostertag, Andrea Karg (Allude), Dorothee Schumacher, Johanna Kühl (Kaviar Gauche), Lena Hoschek, Frida Weyer, and Bernadet Penkov.

Thursday show highlights of the day included the established Rena Lange featuring an exclusive appearance by Christina Kruse on the catwalk. Plus, the Allude show, combining poetry, music and fashion. The general mood has been optimistic and upbeat. A combination of impressive fashion, the attraction of international buyers and recognized personalities and the support of the German media. 

A stellar cast of international celebrities appeared for the Hugo Boss Last Night Show. Ranging from Hollywood Alisters, Hillary Swank, Matt Dillon, and Aaron Eckhart; to Formula One drivers, Jenson Button and David Coulthard; plus, the Japanese American model/ actress, Devon Aoki.