IMG BRINGS THE MERCEDES-BENZ FASHION WEEK TO BERLIN
GERMANY'S FIRST OFFICIAL FASHION WEEK EVENT REPRESENTS A NEW PLATFORM FOR INTERNATIONAL DESIGNERS AND FASHION BRANDS IN ONE OF EUROPE'S FASHION CAPITALS
Berlin, January 26th, 2007 - IMG, the world's premier sports, entertainment and media company, announces Germany's first international fashion week in co-operation with Mercedes-Benz and the city of Berlin. The Mercedes-Benz Fashion Week Berlin will be an exciting fashion platform for international and German designers and will be a regular seasonal event among the growing number of fashion weeks worldwide. The event will premiere July 12 to 15, 2007.
"Berlin, with its unparalleled energy and creativity, will provide a strong foundation for this new fashion initiative, which will appropriately combine international brands that appeal to the city's spirit with local and up and coming designers," said Fern Mallis, Vice President of IMG Fashion in New York. "IMG's worldwide expertise in this field and its roster of international fashion events mean that the Mercedes-Benz Fashion Week Berlin will be given the best support to achieve worldwide recognition."
The Mercedes-Benz sponsorship continues a very successful partnership with IMG. Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Passenger Cars, stated: "Mercedes-Benz stands and always stood for elegance and design - and this applies not only to automobiles. Our engagement as title sponsor of Mercedes-Benz Fashion Week Berlin is a logical consequence of our brand. "Mercedes-Benz Fashion Week Berlin will take place at a unique location in spectacular historic Berlin right in the center of Europe, with catwalks emanating from the prestigious Brandenburger Gate.
Harald Wolf, Senator for Economics, Technology and Women's Issues of Berlin, said: "The foundation of Mercedes-Benz Fashion Week Berlin is yet another milestone in the development of Berlin as a fashion capital. We believe that Berlin provides an ideal center for Europe's fashion industry. The fusion of international brands with the unique character of the city will create a new force among the existing fashion weeks."
IMG Fashion is the global leader in the management and production of fashion weeks and designer fashion events. Its portfolio of events includes the internationally known Mercedes-Benz Fashion Week in New York's Bryant Park, Rosemount Australia Fashion Week in Melbourne and Sydney, Mercedes-Benz Fashion Week at Smashbox Studios in Los Angeles, Mercedes-Benz Fashion Week Miami Swim, the Singapore Fashion Festival, Lakme Fashion Week in Mumbai, Fashion Fringe in London, Fashion Week in Moscow and Pakistan Fashion Week. IMG Fashion's international network also includes IMG Models, the world's number one modeling agency and The Daily group of publications.