Main partners

Our commitment to the fashion industry is a crucial element in our lifestyle marketing, and we've been working to support fashion at international level for a long time through the Mercedes-Benz Fashion Weeks in New York, Berlin, Milan and London, in addition to Haute Couture and Prêt à Porter in Paris. Now we are incredibly proud to be the title sponsor of the week in Stockholm and be able to support Swedish fashion at both national and international level. Design plays an important role in fashion as well as in the automotive world and is one of the key success factors for a brand. Innovation, perfection, elegance and style – that is the link between Mercedes-Benz and fashion," said Anders-Sundt Jensen, Global Vice President Brand Communications at Mercedes-Benz. The Mercedes-Benz Fashion Pavilion in Kungsträdgården has been an important arena for the fashion designers attending the show. Among others, the winner of Young Fashion Industry Award 2011, Johanna Pihl is showing her collection in the Pavilion. The Young Fashion Industry Award (constituted by Mercedes-Benz) was given to a young, promising Swedish designer, Johanna Pihl, during Mercedes-Benz Fashion Week Stockholm Spring/Summer 2012 the fourth time in a row. The prize includes a scholarship to hold an own fashion show upcoming Mercedes-Benz Fashion Week.

Mercedes-Benz
Mercedes-Benz Facebook

The Award is intended to support Sweden’s most progressive fashion design, and through The Award, Max Factor, annually, honor the defining Swedish fashion house of the year. The receiving house is thereby given the opportunity, at Max Factor’s expense, to stage a pro quality catwalk show to present its complete latest collection. And while a fashion show is unarguably the most important event for a house to help promote its design, communicate with a target audience and dazzle the world, it is also one of the most costly extravaganzas for it to be faced with. The Max Factor Award therefore covers all expenses: From invitations and catering to lights, sound and not least, the most glamourous of models.

The Award is presented during the Autumn/Winter season at Berns in Stockholm as part of Max Factor’s continuing sponsorship of Mercedes-Benz Fashion Week.

The stellar list of previous recipients include the houses of:

• Ann-Sofie Back (2011)
• Lovisa Burfitt (2010)
• Diana Orving (2009)
• Helena Hörstedt (2008)

And on January 30, 2012, The Max Factor Award Show will open the Mercedes-Benz Fashion Week of the season, revealing the fifth recipient of The Max Factor Award … - Both the sponsorship and The Award are entirely in line with Max Factor’s domestic and international commitment to the fashion community and the all-important work of make-up artists in particular. Sweden has so many skillful designers and we see this partnership as a medium to further strengthen Mercedes-Benz Fashion Week in Stockholm, says Elisabeth Hagelberg, Sales & Marketing Director of Max Factor in Sweden.

Max Factor has a tradition of working together with the international Fashion Weeks and the teams can, for example, be seen backstage at Milan Fashion Week under the leadership of renowned make-up artist Pat McGrath. Max Factor is a trademark owned by Proctor & Gamble and Scandinavian Cosmetics AB is responsible for any and all sales and marketing of Max Factor on the Swedish market.. Max Factor was founded in 1909 by make-up artist Max Factor, and is ever since being used daily by countless women, movie stars and models worldwide.

Max Factor
Max Factor TV

Schwarzkopf strives to release this beauty in you and enjoys a reputation for defining revolutionary product technology that spans over more than a century. Tradition, reliability, quality, trust and competence are the foundation stones on  which our business thrives. Our destiny is to develop innovative technologies in products that create beautiful hair. Our goal is to enhance your individual style, simplify your beauty regime and ultimately exceed your expectations. Today Schwarzkopf – one of the strongest brands of the  parent-company Henkel – handles all products whether you are a hairdresser or consumer, in our Professional area you will find brands under the categories hair color, hair care, hair styling and hair form. Our retail hair brands are listed under the categories hair color, hair care and hair styling. Brand examples within the Schwarzkopf portfolio are in retail Gliss, Taft, Got2B, Poly Blonde and Brilliance and in professional like Igora, BC Bonacure and OSiS.

ESSENTIAL LOOKS brings you, twice a year, a collection of looks that capture the essence of the season. Each season a handpicked team of hair professionals immerse themselves in the fashion weeks of London, Paris, Milan and New York and emerge inspired to create a collection of distinct trends that will lead hairdressers and their salon clients to progress their personal style for the coming season. The last decade has established Essential Looks as a common international hair language of fashion motivated style, designed to gift hair professionals with the essence of seasonal inspiration.

Hair Trends
Schwarzkopf Professional i Sverige Facebook
Schwarzkopf i Sverige Facebook

With a strong commitment to provide quality and fashion eyewear to consumers the relation to the fashion industry comes naturally. Safilo has a history of supporting designers and fashion events, therefore Mercedes Benz Fashion Week’s a preferred choice.

With a portfolio of world famous brands such as Dior, Gucci, YSL, Hugo Boss and Carrera, just to mention a few, this event is a great opportunity to build awareness about Safilo and its brands to press and media as well as to the public.

As eyewear has become an even more important fashion accessory the partnership is in alignment with Safilos overall commitment to support fashion initiatives that will show the clear synergies between the world of fashion and the world of eyewear.

Safilio

Some of the brands in the local portfolio include Coca-Cola, Coca-Cola light, Coca-Cola zero, Fanta, Sprite, MER, Bonaqua Silver, Powerade, Minute Maid, Innocent, Burn and Glacéau. Roughly 800 people work at Coca-Cola Sverige, where of 600 at the headquarters in Jordbro south of Stockholm. Roughly 1 million liters is produced and distributed each day. Coca-Cola was launched on the Swedish market in 1953.

After being one of the official suppliers of Mercedes-Benz Fashion Week in August 2011, Coca-Cola light increases its engagement and steps in as a main sponsor of the event during 2012. With a clear connection to fashion, i.e. through fashion partnerships with Karl Lagerfeld in 2011 and Manolo Blahnik in 2010, Coca-Cola light and Mercedes-Benz Fashion Week is the perfect match. Present on site throughout the event, Coca-Cola light will offer the visitors the fashion world’s favorite beverage.

Coca-cola.se
Coca-cola Facebook

American Express is widely recognized for providing superior customer service. We have earned many honors, including a fifth consecutive J.D. Power and Associates award in 2011 for highest customer satisfaction among U.S. credit card companies. We were also named to BusinessWeek’s annual roster of customer service champions.

There are about 91 million American Express cards in the marketplace around the world, which are accepted by millions of merchants in more than 200 countries and territories.

In Sweden we have been established since the seventies and we offer the market the following products: American Express Amexblue, Green Card, Gold Card, Platinum Card and Centurion, SAS EuroBonus American Express® Card, SAS EuroBonus American Express® Elite Card for consumers and Corporate Gold Card, Corporate Purchasing Solutions and Business Gold Card for business clients.

We are delighted to be a part of Mercedes-Benz Fashion Week. Mercedes-Benz is a brand that attract many of our Cardmembers and fashion is of great interest. It could not be a better match.

American Express