Mercedes-Benz launched Mercedes-Benz Fashion Week (MBFW) Berlin on the evening of Monday, 18 January with a live art performance by Tom Van der Borght, up-and-coming Belgian designer and winner of the renowned International Festival of Fashion, Photography and Fashion Accessories in Hyères.
Due to ongoing measures to combat the coronavirus pandemic, MBFW Berlin will for the first time be streamed in a purely digital format from the “Kraftwerk” (a former power station) in Berlin-Mitte. The catwalk presentations by ten designers, exhibitions and the MBFW Berlin supporting programme will be offered as a live stream via the official event website. Fashion industry experts and aficionados of fashion from around the world will be able to follow the 27th Mercedes-Benz Fashion Week 2021 in Berlin.
“We are delighted that we have been able to work with NOWADAYS to stage Mercedes-Benz Fashion Week Berlin completely digitally for the first time”, affirmed Bettina Fetzer, Head of Marketing at Mercedes-Benz AG.
In a live catwalk performance at the “Kraftwerk” in Berlin, as part of the Mercedes-Benz Fashion Talents programme, Tom Van der Borght showed 21 looks in total. The performance was created in collaboration with Blanca Li, the famed French-Spanish dancer, choreographer and director, and addressed the topic of mutual support within the community, particularly in times of pandemic-induced isolation. The models move along the catwalk as if taking part in a procession. They are met by a group of performers, who take on a variety of forms – from workers with the face of the designer to muscular, fantastical-looking figures of horses. The climax of the show reflects Tom Van der Borght’s artistic vision of an inclusive universe. The designer also applied his signature style to the presentation of the all-electric Vision EQS vehicle at the “Kraftwerk”.
The day of its world premiere, Wednesday 20 January 2021, will also see the brand new EQA as a guest at the MBFW Berlin. The latest all-electric member of the Mercedes-EQ family will be appearing live at the “Kraftwerk” from 12 noon. The EQA provides a visual highlight within the luxurious setting of the fashion world, in a presentation set against a backdrop of large-scale EQA campaign images that bring a breath of spring air to wintry Berlin. The EQA campaign offers a preview of a completely redesigned visualisation of the sub-brand Mercedes-EQ and initiates the previously announced market launch of new EQ models, led by the EQA and followed by the EQS.
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