• A model rests her hands on clothes racks.

    Mercedes-Benz Fashion: 2018 round-up.

Around the world with Mercedes-Benz Fashion 2018.

This year, Mercedes-Benz further explored and championed its global fashion engagement by supporting a spectrum of emerging design talent in 57 countries across the globe. In 2018, @MercedesBenzFashion revisited successful platform favourites, such as Mercedes-Benz Fashion Week Tbilisi, Mercedes-Benz Fashion Week Berlin, and Mercedes-Benz Fashion Week Australia while exploring a number of new ones for the first time ever – from Mercedes-Benz Fashion Week Istanbul, to Oslo Runway, to Mercedes-Benz Fashion Week México. Throughout, Mercedes-Benz Fashion collaborated with some of the most talented international content creators and digital influencers.

Two models at a fashion show.
Three models posing with a car.

New talent: MBFW Tbilisi.

The Georgian capital of Tbilisi has continued to establish itself as a pinnacle of avant-garde style and emerging design talent. In 2018, MBFW Tbilisi, taking place in May and November, saw strong collaborations with local and international talents. For the Autumn/Winter season, @MercedesBenzFashion created content with photographers BleuMode and Dvora. The Spring/Summer 2019 season welcomed a focus on the Mercedes-Benz Presents Sudi Etuz show, with a special editorial shoot by BleuMode. This season also championed local collaborators including photographer Mariam Sitchinava, and influencers Anouki Areshidze, Nuka Karalashvili, Kristi Kipshidze and Natalia Kipshidze.

Local style: MBFW Istanbul.

Enlisting local influencer and vlogger Polina Chursanova and photographers Burçin Ergunt and Çesur, Mercedes-Benz Fashion shone a spotlight on Mercedes-Benz Fashion Week Istanbul and championed emerging Turkish design talent for the first time. The local content team created a variety of exclusive content around Istanbul and the featured designers such as Tuba Ergin, Third, and Exquise, while also highlighting the two shows from the portfolio of Mercedes-Benz’s International Designer Exchange Program: Mercedes-Benz Presents Ani Datukishvili and Mercedes-Benz Presents Brand Who.

A model poses in front of a Mercedes-Benz G-Class (W 463).
A model in front of the Berlin television tower.

Old favourites: MBFW Berlin.

In 2018, @MercedesBenzFashion explored two different seasons of Mercedes-Benz Fashion Week Berlin – a recurring favourite. Following the growth of MBFW Berlin as a platform (including a stylish re-brand), local content teams covered both seasons on the ground, highlighting very special Mercedes-Benz Presents shows taking place in the German capital. For the Spring/Summer season, content creators Hayley Morgan and Rohan Bell-Towers partnered with influencer Naomi Shimada to create exclusive content and an intimate interview with Hyères Festival Grand Prize winners Rushemy Botter and Lisi Herrebrugh, following their Mercedes-Benz Presents Botter show.

Innovative collaborations: MBFW México.

In October, Mercedes-Benz Fashion highlighted Mercedes-Benz Fashion Week México. The platform, inspired by México’s historical and booming art scene, celebrated creative Mexican and Latin American design talent. This included a social media collaboration with a collective of local influencers including Fer Medina, Marthy Bum, Sabina De La Cruz and Mariana Figueireido. Photographer Eugenio Schulz captured backstage photography from all of the highlight shows, placing an emphasis on the designers such as RCANO, Armando Takeda, and Lydia Lavin.

Follow to see more of Mercedes-Benz’s fashion collaborations and engagement.

Four models at a fashion show.