Back
Back
  • Mercedes-Benz: #mbcollective Fashion Story Launch 2017.
    1

    #mbcollective Fashion Story – A review.

The concept.

In 2017, MBFW launched the #mbcollective Fashion Story in three chapters. Aiming to show Mercedes-Benz’ on-going commitment to championing emerging fashion talent and engaging with the industry, the theme for all three chapters was: “Generation Now, Generation Next” – which accompanied Mercedes-Benz EQ, the new generation brand for electric mobility.


Mercedes-Benz: #mbcollective Fashion Story Launch 2017.
Mercedes-Benz: #mbcollective Fashion Story Launch 2017.

Generation Now, Generation Next.

Each chapter paired together a protagonist and a protégée, one representing generation now, one representing generation next. For the first chapter, acclaimed music artist M.I.A. was paired with rising rap star Tommy Genesis, highlighting the themes of connectivity and human benefit – as the wisdom of one generation is passed to the next. Chapter Two found Hollywood actress Susan Sarandon with admired filmmaker and humanitarian Bryn Mooser, both of whom share a passion for changing the world for the better. The final chapter celebrated the emotional relationship between mother and son; starring model Amber Valletta and her son Auden McCaw.


The launches.

MBFW supported the release of each chapter with extensive social media coverage, including behind-the-scenes snippets (featuring Susan Sarandon’s dog!) and events. Creating a 360 degree buzz, each launch expanded the ever-evolving #mbcollective via working with a talented squad of photographers, influencers and creatives – with each talent interpreting the Generation Now, Generation Next narrative of the fashion story in their own way.


Mercedes-Benz: #mbcollective Fashion Story Launch 2017.
Mercedes-Benz: #mbcollective Fashion Story Launch 2017.

Chapter One: partying London style.

To celebrate the Chapter One launch, Mercedes-Benz held a party in London at The Store, hosted by M.I.A. Featuring a 30-minute live set by Tommy Genesis, and attended by the campaign designers William Fan, Anna October, Steven Tai and Xiao Li, celebrities including Rita Ora, Alice Dellal, Malaika Firth, Mollie King and Reggie Yates joined in the fun. Set to the sounds of DJ Bok Bok, the 250-strong audience partied in the gallery space featuring key lighting and design features of the Concept EQ. The coveted event was captured by Vogue Italia filmmaker Hugo Jozwicki who documented the upbeat vibes of the evening, as well as livestreaming via Instagram and Facebook.


  • Mercedes-Benz: #mbcollective Fashion Story Launch 2017.
    1

Chapter Two during MBFW Berlin.

Welcoming Susan Sarandon and Bryn Mooser into the fold, saw Mercedes-Benz host an intimate vernissage and dinner during Mercedes-Benz Fashion Week Berlin to launch the #mbcollective Fashion Story, Chapter Two. Housed at The Store in Soho House Berlin, Susan and Bryn exhibited a curated selection of images documenting the beginning of their strong and authentic relationship. The friendship was founded during an aid trip to Haiti in 2010 after the earthquake struck and on a visit to Lesbos following the refugee crisis.

To strengthen the digital impact, influencer duo Camille Charriere and Monica Ainley interviewed Susan Sarandon as part of their Fashion No Filter Podcast, where Sarandon reminisced about her first ever red carpet appearance and how fashion can be a vehicle for transmitting important messages.

Mercedes-Benz: #mbcollective Fashion Story Launch 2017.

Chapter Three: the final countdown.

To conclude the trio of launches, Mercedes-Benz celebrated Chapter Three in Milan wherein Amber Valletta was interviewed by model Linda Tol on the MBFW Instagram channel and talked about sustainability in fashion and the #mbcollective 2017. Tol also worked closely with stylist Chloe Hill to recreate Valletta’s most-iconic nineties looks focussing on sustainable fashion – the stylish shots were then seeded in a series of Instagram posts during Milan Fashion Week.

Follow instagram.com/mercedesbenzfashion to see more of Mercedes-Benz’ fashion collaborations and engagement.