Mastering excellence in the automotive industry, the Mercedes-Benz brand has gone on to put its name at the center of the fashion world. With a history that now spans back 13 years, a commitment to international fashion has made the firm the title sponsor of the most important fashion events in the world: the Mercedes-Benz Fashion Week in New York, Miami, Berlin, Australia and Istanbul, as well as sponsor of the fashion weeks in Paris, London and Milan.
“The Mercedes-Benz brand has a natural affinity with the world of fashion,” says Stephanie Zimmer, Head of Mercedes-Benz Brand Experience Marketing. “This sponsorship is an important part of the Mercedes-Benz marketing strategy. When you look at the reasons cited by Mercedes-Benz owners as to why they buy Mercedes-Benz vehicles – styling, prestige, image, reputation, quality are all part of the equation and the fabric of the fashion world.
During these exciting fashion weeks in New York, Miami, Berlin, Australia and Istanbul, Mercedes Benz also provides a relaxing getaway between shows for Fashion Week VIPs through their exclusive and immaculately designed Star Lounges. These rooms, networking retreats for fashion enthusiasts and celebrities such as Brooke Shields, Matt Damon, Claire Danes, Vanessa Hudgens, Debra Messing, Dita Von Teese, Supermodel Karlie Kloss, Ana Kendrick and Russell Simmons always pull in top notch designers that create the perfect atmosphere for mingling guests to enjoy gourmet food and cocktails. In New York City each February and September, the iconic Lincoln Center for the Performing Arts houses the colossal MBNYFW tents where the Mercedes Benz Star Lounge serves as the oasis for the fashion crowd. Past designers have included renowned fashion designer Diane Von Furstenberg and Model Iman, who utilized signature pieces from their respective home collections for the Star Lounge decoration. Designer Wesley Cadle, created last year’s Zen-themed getaway during the Spring/Summer 2014 Mercedes Benz New York Fashion Week.
Mercedes-Benz Star Lounge.
At the Raleigh Hotel on July 17th in Miami, Mercedes Benz Fashion Week Swim hosted their kick-off event for the Swim/Resort 2015 collections, and introduced the Mercedes Benz C Class alongside some fun summertime fashion. Ten C Class vehicles were wrapped in custom prints by illustrious designers. Carmen Marc Valvo and Nanette Lepore opted for floral prints, but Mara Hoffman’s fun graphic print carried a cool 70’s vibe that stole the show, and the designer even donned a dress in the same print. Alongside the wrapped vehicles, models showed off limited edition caftan cover ups in the same vibrant prints. And upstairs at the Mercedes Benz Star Lounge, the theme continued in the décor with attractive geometric prints.
While the design concept changes, the premise remains the same: The Star Lounge continues to incorporate cohesive mixed elements that provide relaxation and ample room for networking, enjoying gourmet cuisine and sipping specialty cocktails. “Celebrities, models, designers, customers and editors congregate here for refuge from the heat while networking and catching up on the latest news of the event. We align with an interior designer to conceptualize and create this elevated ambiance each season,” says Zimmer.
New York will be busy with Spring/Summer 2015 shows beginning September 4th and running through the 11th, and you can be sure that between shows, the fashion elite will gather at the always chic, coveted Star Lounge which in Zimmer’s words is the place to “see and be seen”. ■