FASHION STUDIO by Mercedes-Benz.
Creative processes, innovation, megatrends.
This summer saw the launch of a new fashion platform that is truly one of a kind: from 3-22 July 2014, the first FASHION STUDIO by Mercedes-Benz was held at Bikini Berlin during Mercedes-Benz Fashion Week Berlin. Showcasing individual designers’ creative processes and the sartorial outcomes thereof in an inspiring spatial experience which melded an exhibition area with a work zone, the first of a series of international events allowed visitors to peek over designers’ shoulder and thus follow their creative practice in the studio – from the very first spark of inspiration to fashion sketches and, ultimately, the finished look.
One of the most anticipated highlights of the FASHION STUDIO was a photo exhibition accompanying the Mercedes-Benz Fashion Campaign S/S 2015
starring international style icon Tilda Swinton alongside the Mercedes-Benz S-Class Coupé and created by American artist and director Roe Ethridge.
Interaction and individualisation.
Star designer Haider Ackermann, who produced the look sported by Tilda Swinton in the enigmatic fashion campaign, selected international fashion newcomers Roshi Porkar, Satu Maaranen and Steven Tai – all laureates of the Festival International de Mode et de Photographie held in Hyères – to interact with FASHION STUDIO visitors and afford insights into their design processes. An additional treat: an exhibition staged by the three up-and-coming designers themselves. Further high points included workshops and interactive presentations hosted by sought-after fashion fixtures, as well as a chance to observe students of the Lette-Verein, AMD Akademie Mode & Design and the University of Applied Sciences as they worked on their collections in situ.
Fostering young talent.
With the FASHION STUDIO, the brand with the star once again highlights its commitment to fashion.
After the highly successful first event in Berlin, the concept is setting sail for other destinations around the globe. Watch this space for more details, coming soon.