Mercedes-Benz is signing a 3-year title partnership contract with the Russian Fashion Week – the main fashion event in Russia and the major Fashion Week in Eastern Europe. From the year of 2011, the Russian Fashion Week is renamed to the Mercedes-Benz Fashion Week Russia. The first Fashion Week that is dedicated to Mercedes-Benz takes place on March, 31 – April, 5 at the Congress Hall of the International Trade Center.
The official signing of the agreement by Juergen Sauer, the Chief Executive Officer of the ”Mercedes-Benz RUS” Joint Stock Company, and Alexander Shumsky, the General Producer of the Russian Fashion Week and the head of the «Artefact» agency (the organizer of RFW), will be on February, 9, 12:00 at the press-conference at Marriott Royal Aurora Hotel (Petrovka St. 11/20)
The Russian Fashion Week has been held in Moscow for 10 years and takes place twice a year – at the beginning of April and in the middle of October. During this period RFW has discovered dozens of new names of the Russian fashion, and has also brought more than sixty international designers to the attention of fashion professionals and the bon ton public.
From the very first day RFW has aimed to support and promote the Russian fashion and has caused sustainable interest to the Russian designers. The partnership and co-projects with the fashion weeks in Milan, London, Beijing, Athens, Lisbon and other cities have made RFW one of the major fashion weeks in Eastern Europe. Moreover, the Russian Fashion Week has been the central event for all the former Soviet Union countries as the best designers of the Ukraine, Belarus and others present their collections on the Russian Fashion Week in Moscow. The partnership of RFW and Mercedes-Benz will let the young Russian fashion industry take it to a higher level.
Mercedes-Benz Fashion Week Russia will take a special place in the International Fashion Week list not only because of the presence of Mercedes-Benz, but primarily because the German car-producer sponsors the most influential fashion events in the world capitals. Fashion is one of the key communication platforms for Mercedes-Benz. Mercedes-Benz cars are exhibited during Fashion Weeks in Milan, Paris and London, where the German brand is the strategic partner. Being renamed to Mercedes-Benz Fashion Week Russia, the Russian Fashion Week has lined with Mercedes-Benz Fashion Week in New York and Mercedes-Benz Fashion Week in Berlin: Moscow is the third metropolitan city, where the Fashion Week is signing an agreement of the title partnership with the most popular car brand. Moreover, Mercedes-Benz has lately participated actively in a fashion process: in 2004 Mercedes-Benz organized its own event with the Russian designers’ participation and has regularly supported the most popular designers shows ever since.
“Russia is a rapidly-growing market for our cars, and Moscow is the next hot fashionable direction. Our Fashion Week participation is the illustrative evidence for these two fundamental truths,” stated Juergen Sauer, the General Executive of “Mercedes-Benz Rus”, CJS. “Signing of the agreement is a logical development of the most important global world fashion weeks support strategy of Mercedes-Benz. I am sure that we can increase the potential of the Russian Fashion Week, as we have done, for example, in New-York and Berlin”.
The Mercedes-Benz Fashion Week Russia will be held in the same format as in the previous seasons – in complete correspondence with the international Fashion Week code. The Mercedes-Benz Fashion Week will remain the major Moscow “by invitation only” event that the Russian Fashion Week has been for a long time. Among the guests of the spring event there are leading international fashion critics and key buyers.
”Apart from the obvious benefits, the Mercedes-Benz RFW participation will provide a more sensitive fashion and style understanding,” reckons Alexander Shumsky, the “Artefact” agency head and the Fashion Week general executive manager. “For the national “fashion awareness” and development, it is extremely important to be on one stage with the legends and extremely popular designers such as the participants of the last RFW – Vivienne Westwood, Jeremy Scott, JC de Castelbajac. The Mercedes-Benz Fashion Week Russia will enhance Moscow’s position on the fashion world map. The Russian designers will only have to create interesting collections”.
The agreement has been prepared with the IMG Fashion participation, the major organization that producers and consults fashion events throughout the world – starting from New-York and Miami to Hong Kong and Sidney. From 2010, IMG Fashion represents the commercial interests of the “Artefact” agency and RFW on the international market. The IMG participation helps perfectly match the best practices of “Artefact” and RFW with the large international opportunities.
The upcoming Mercedes-Benz Fashion Week Russia will be held at the Congress Hall of the International Trade Center from March, 31 till April, 5, 2011. The Grand Opening will be on the eve of March, 30, 2011, the first show day. The Week participants will present Autumn/Winter 2011-2012 collections. The Mercedes-Benz Fashion Week Russia will be opened by Slava Zaitsev Fashion House show, and among the participants are Tatiana Parfenova, Julia Nikolaeva, Egor Zaytsev, Stella Ndombi, St. Bessarion, Oleg Birukov, Lilia Pustovit, Olga Samoschenko, Elena Tsokalenko, etc. It is planned to daily host a foreign Fashion House show within the Mercedes-Benz Fashion Week Russia Show Schedule.
Mercedes-Benz Fashion Week Russia of Spring-Summer 2012 is on October 15-20, 2011.