Large and varied line-up at the Mercedes-Benz Fashion Week
Press release 15/12/2011
The Mercedes-Benz Fashion Week takes place in Stockholm from 30 January to 1 February 2012. The packed line-up for the event includes such names as V Avenue Shoe Repair, Filippa K, Rodebjer, Max Factor Award, Tiger of Sweden, Cheap Monday, Carin Wester, Mayla, Maria Nilsdotter, Whyred, Josefin Strid, Dagmar and Ida Sjöstedt.
“We have a very strong and varied line-up this season, including well-established fashion houses as well as exciting new talents. But it is not only the participants themselves that make for a great event, and we are already seeing a large amount of interest from international press representatives and buyers alike. This is fantastic to see and provides clearly demonstrates the event’s international status,” says Gunilla Grübb, project manager at ASFB.
During the Mercedes-Benz Fashion Week, Burberry will also be celebrating the opening of its first store in Sweden with a launch party on 31 January.
Furthermore, the upcoming event features three new participants: H&M, Young Fashion Industry Award winner Johanna Pihl, and designer Maria Nordström. Young brands such as Ubi Sunt and Josefin Strid, which made their debuts at the previous event, have chosen to participate again this time.
“We are looking forward to the next Mercedes-Benz Fashion Week with a feeling of excitement and anticipation. Our ambition is to show the collection in its entirety, side by side, together – something that was well received at the previous event. Doing so gives the press and the buyers a better chance to really understand what we are all about, our aesthetic values. We think it provides them with a clearer overall picture,” says Aidin Sanati at Ubi Sunt.
One piece of news for the upcoming event is the participation of American Express and Coca-Cola as new sponsors alongside the existing sponsors Mercedes-Benz, Max Factor, Schwarzkopf and Safilo. Mercedes-Benz became the event’s title sponsor in the summer of 2010. Q-brick, Moët & Chandon and Active LED are participating as official suppliers to the event.
Mercedes-Benz Fashion Week is sponsored by Mercedes-Benz, Max Factor, Schwarzkopf, American Express, Coca-Cola light and Safilo. ASFB and Media Support are the joint organisers of the event, which was established to increase awareness of and promote the export of Scandinavian designers. The Organising Committee consists of representatives from Media Support, Patriksson Communication, Bon, Peter Andersson Production, the Association of Swedish Fashion Brands (ASFB) and Berns Salonger.
The Mercedes-Benz Fashion Week begins with a press conference in the Spegelsalen at Berns on 30 January at 11 am. For the event schedule and other information please visit www.mercedesbenzfashionweek.se. For more information please contact: Linn Hägglund, Patriksson Communication, tel. +46 (0)8 528 01 976, linn@patrikssonpr.com
Participating brands
Beckmans Textile College
Boomerang
Busnel
Carin Wester
Cheap Monday
Dagmar
V Avenue Shoe Repair
Filippa K
H&M
Hernandez-Cornet
Ida Sjöstedt
Johanna Pihl
Josefin Strid
Lexington
Maria Nilsdotter
Maria Nordström
Mayla Odd Molly Oscar Jacobson Rodebjer Stylein The Local Firm Tiger of Sweden Ubi Sunt Whyred
