MERCEDES-BENZ FASHION WEEK IS UPON US
By: Hope Wilkos, Writer/Blogger Photographer: George Whylie Videographer: Maxine Nolan Photos Courtesy of www.mbfashionweek.comWe are just days away from what once again promises to be another great season of New York Fashion Week. On February 9th through February 16th, well-known and emerging designers will come together across the city and within the Lincoln Center venue to show their Fall/Winter 2012 Collections in front of an audience of buyers, fashion critics, industry professionals, fashion media, celebrities, models and more.
One of the largest sponsors is Mercedes-Benz, thus the very reason it has come to be known as Mercedes-Benz Fashion Week. Lincoln Center is transformed into a runway of luxury not only for chic clothing but stylish vehicles are spotlighted under the bright lights in the lobby. The sporty new SL Roadster will make an appearance along with the racy high-performing ML63 AMG. Mercedes-Benz kicks off the week with an exclusive ‘invite only’ ‘Fashion’s Night In’ on Thursday, February 9th. Those guests invited will take part in a Mercedes-Benz DIY style studio to make their own bespoke fashion accessories of luxe vehicle materials. Hosts of the evening will be Nicola Ehrenberg-Uhlig, Head of Conceptual Design Team Color and Trim for Mercedes-Benz, Erica Domesek of ‘P.S. I made this’ and accessories designer, Paige Novick. Making a very special appearance will be the “Mercedes-Benz Presents” designer of the Fall 2012 season, Naeem Khan whose show takes place on Tuesday, February 14th in the Theatre.
As is customary, the Mercedes-Benz Style Lounge is the elegant area adorned with artwork where attendees can go to unwind and socialize in a contemporary setting.
DHL is another corporate sponsor with a fashion forward attitude. This season they are proud to partner with LIM College to help immerse visual merchandising students into the competitive arena of high fashion. The students design unique couture using DHL packing and shipping materials to style and trim high-gloss abstract fashion mannequins and competing to have their creations showcased at the DHL activation area in the lobby of Mercedes-Benz Fashion Week at Lincoln Center.
American Express is once again sponsoring Mercedes-Benz Fashion Week for the tenth season. They bring us the cardmember VIP lounge. This season will be even bigger with American Express sponsoring the Tommy Hilfiger one-of-a-kind command performance of the Spring 2012 Runway Show. As a special token of their dedication to the fashion world, they are proud to continue their support of emerging designers with a $250,000 donation to the CFDA/Vogue Fashion Fund (CVFF), a program of the Council of Fashion Designers of America (CFDA). In addition, American Express also showcases its support of IMPACT: 50 years of the CFDA-a tribute to the illustrious designs of the CFDA’s numerous members marking the organization’s 50th anniversary in 2012.
Maybelline New York makes their mark on the world of sponsorship. As the #1 makeup brand worldwide, it is only fitting to have one of the undisputed leaders in the industry be a part of such a large and distinguished event. They will lead the backstage makeup teams creating exciting new looks from the catwalk all the way to the sidewalk under the creative direction of Maybelline’s Global Makeup Artist, Charlotte Willer, and world-renowned makeup artist, Charlotte Tilbury. Personalized color consultations and giveaways will take place at specific times. Women across the globe will be able to share the excitement of the week through live-streaming fashion shows on the YouTube Live from the Runway Channel. Follow Maybelline New York at www.twitter.com/Maybelline and www.maybelline.tumblr.com.
Hair-care sponsor and #1 styling brand in the United States is TRESemme’. Stylist Jeanie Syfu will create the trend-setting looks at the Charlotte Ronson, Tracy Reese and Rebecca Minkoff shows. They will be offering advice on recreating the looks of the shows at www.TRESemme.com. The TRESemme’ Salon and Lounge will offer guests complimentary dry-styling sessions. Guests will be able to pose for professional photos and receive free samples of the new Split Remedy Collection, available in stores in March.
W Hotels Worldwide brings us once again their innovative, industry first initiative called Fashion Next, a global platform for rising fashion visionaries. This season’s picks are Haus Alkire, Suzanne Rae, Bibhu Mohapatra, Nomia and Rochambeau who will unveil their collections over the week. Throughout the year, exclusive fashion events take place at W Hotels around the world. W Hotels are located in some of the most exotic locations imaginable.
Corporate giant, Diet Pepsi, also again joins in sponsoring the fashion event. The Diet Pepsi Refresh Studio, designed by Jonathan Adler, provides guests a place to relax and recharge in the Grand Lobby as well as a central place to catch up on all the week’s shows. As a special treat, Diet Pepsi with fashion commentator, Simon Doonan, will present a cross-country runway show with looks created by regional American designers on February 9th. After the show, attendees will have the opportunity to view and interact with the looks at the Refresh Studio during the week. Follow Diet Pepsi and all the real-time updates at www.facebook.com/dietpepsi.
The official snack of Mercedes-Benz Fashion Week are Fiber One bars and brownies. So good and good for you. Now through March 31st, 2012, all fashionistas should visit www.fiberone.com to enter the Great Taste Giveaway for the chance to win Fiber One Bars or Brownies or one of 100 $500 gift cards for a designer handbag of their choice. Check out Mercedes-Benz Fashion Week at www.facebook.com/FiberOne.
The inaugural and official trend sponsor of the season is WGSN (www.wgsn.com). WGSN can boast they are the world’s foremost provider of strategic, creative and business intelligence for the apparel, style, design and retail industries. They will feature every show that takes place at Lincoln Center at WGSN.com. Expert trend analysts, Maren Hartman and Sally Lohan, will be on-site compiling and reporting key trends as they happen. They will treat visitors to the recently launched Vogue archive, a compilation of every issue of American Vogue from 1892 to today. Visit www.wgsn.com/mbfw during Mercedes-Benz Fashion Week and register for a free Spring/Summer ’13 Key Items Report. Check out their blog at http://www.wgsn.tumblr.com.
ideeli is the unique sponsor of this event.
ideeli (www.ideeli.com), the online retailer specializing in limited-time sales, will bring the excitement of Mercedes-Benz Fashion Week to its 5 million members by providing incredible “front row” access to the shows at Lincoln Center through:
- A week long Mercedes-Benz Fashion Week online “shop in shop” featuring curated daily sales from designers including BCBGMAXAZRIA, Candela, Joseph Abboud, Nicole Miller, Custo Barcelona, Tommy Hilfiger, Vivienne Tam, L.A.M.B, Tadashi Shoji, Betsey Johnson, Badgley Mischka, Calvin Klein and more.
- The launch of “The Buzz” (www.ideeli.com/thebuzz) – ideeli’s all-encompassing social style hub with live streaming runway shows, special sales and giveaways, as well as exclusive ideeli content featuring interviews and tips on how to rock the trends seen on the runway.
The New York Times is right there from the very beginning. They offer editorials and digital spreads on design collections at www.nytimes.com/fashion. The Collection is a new app from The New York Times, a way for tablet readers to experience the coverage from The Times. All kinds of interesting and informative presentations are part of this innovation geared towards getting the word out to stylish readers who want to stay on the front lines. You will also get to see backstage and party photos. Get updates every hour every day and On The Runway: www.runway.blogs.nytimes.com and The Moment: www.tmagazine.blogs.nytimes.com.
Sherry-Lehmann Wine and Spirits will be on hand and in addition to The New York Times, Women’s Wear Daily and Getty Images will have you covered.
In 8 days, over 90 designers will showcase their Fall/Winter 2012 Collections and over 100,000 guests will through the doors of the posh Lincoln Center. We are looking forward to this very special and magical event.
Mercedes-Benz Fashion Week is an IMG-Event.
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