FASHION STUDIO by Mercedes Benz debuts at BIKINI BERLIN from 3 – 22 July 2014

Stuttgart/Berlin, 27-6-2014 — /EuropaWire/ — 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. 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,” comments 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.”

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.

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.

In addition, visitors can enjoy interactive workshops and presentations in the studio from respected personalities on the fashion scene. For example, the Berlin designer duo “SCHMIDTTAKAHASHI” will be offering a workshop going by the name of “Reanimation”. Participants will see how to breathe new life into old clothes at this event. Fashion designer Esther Zahn will be showing how the use of technically innovative materials can create clothes that glow, in her workshop “Sound and phosphorescent materials”. Vegan materials are revolutionising the world of high fashion, too: The “UMASAN” label will be presenting on the theme of “Bio couture” and Dr Sascha Peters will be dealing with the theme of sustainability as a trend in textiles production in his presentation “Haute innovation”. People interested in attending workshops and presentations can register at www.mb-studio.net.

In addition to the workshops and interactive presentations, visitors to the FASHION STUDIO at BIKINI BERLIN can enjoy an exhibition staged by the three fashion newcomers Roshi Porkar, Satu Maaranen and Steven Tai. All three designers are outstanding talents in their field and recently received an award in the fashion category from the jury of the “Festival International de Mode et de Photographie” held in Hyères in the south of France.

The FASHION STUDIO by Mercedes-Benz opens its doors on Thursday, 3 July 2014 and is open from 10 a.m. to 8 p.m. Monday to Saturday in BIKINI BERLIN, at Budapester Straße 38-50, 10787 Berlin. Entrance is free of charge. The FASHION STUDIO by Mercedes-Benz will be appearing at further international fashion platforms.

Mercedes-Benz has had a presence on the most important fashion platforms around the world for 18 years now. The brand with the star is currently active on 47 fashion platforms in 26 countries. Through its presence at the leading international fashion events, Mercedes-Benz sends out a clear message that unique style and visionary design are an intrinsic part of its brand philosophy.
Further information on FASHION STUDIO by Mercedes-Benz and an overview of the entire programme can be found here: www.mb-studio.net

MEDIA CONTACTS:
Tobias Müller
Brand, Lifestyle and Social Media Communications, Mercedes-Benz Cars
Phone: +49 711 17-77368
Fax: +49 711 17790-95378

Ina Schultz
Brand and Lifestyle Communications, Mercedes-Benz Cars
Phone: +49 711 17-76876
Fax: +49 711 17-79062116

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