H&M a new participant at the Mercedes-Benz Fashion Week in Stockholm
Press release 28/11/2011The preparations for the Mercedes-Benz Fashion Week in Stockholm are in full swing, and the event continues to enhance its position as northern Europe’s leading fashion week. New for the upcoming event is that H&M is getting involved through its collaboration with ASFB and participation at the Mercedes-Benz Fashion Week.
During the first week of February 2012, Stockholm will once again be filled with press representatives, buyers and followers of fashion when the Mercedes-Benz Fashion Week takes place. New for the upcoming event is that H&M is making a long-term commitment that further enhances the fashion week’s leading status.
- ASFB already enjoys a close collaboration with H&M, and the fact that they now wish to get involved with this event is tremendously exciting. H&M’s participation sends a clear signal regarding the potential of the expanding fashion industry and provides evidence of the fact that Mercedes-Benz Fashion Week in Stockholm has taken yet another step toward becoming northern Europe’s leading fashion week, says Lena Patriksson Keller, ASFB’s chairperson.
The level of interest in the Mercedes-Benz Fashion Week is just as great this season as for past events. Newly established designers as well as some of Sweden’s leading established fashion brands are already confirmed for the event’s busy schedule, which now also includes some new activities courtesy of H&M.
- For us it is important to demonstrate our support for, and commitment to, the Swedish fashion industry. The Mercedes-Benz Fashion Week is one of the most influential forums for Swedish fashion, and it therefore felt like an obvious choice to work together with ASFB in order to find a format that suits both us and the event, says Ann-Sofie Johansson, chief designer at H&M.
The fashion week is sponsored by Mercedes-Benz, Max Factor, Schwarzkopf and Safilo. Mercedes-Benz became the event’s title sponsor in the summer of 2010. ASFB, which is one of the leading organisers of the event, is a non-profit trade association that was founded in 2009 for the purpose of promoting Swedish fashion domestically and internationally.
The 2012 Mercedes-Benz Fashion Week in Stockholmruns from 30 January to 1 February. The majority of the shows during the week will take place in the Stora Salongen at Berns and in the Mercedes-Benz Fashion Pavilion in Kungsträdgården. For more information please contact: Linn Hägglund, Patriksson Communication, +46 (0)8 - 528 01 976, linn@patrikssonpr.com
