Mercedes-Benz to title sponsor Russian Fashion Week
Moscow, Russia – Mercedes-Benz has signed a three-year deal for title sponsorship of Russian Fashion Week – the key event in the Russian fashion industry and the largest fashion week in Eastern Europe. Starting this year, Russian Fashion Week is to change its name to Mercedes-Benz Fashion Week Russia. The first fashion week under this brand is to be held in Moscow from March 31 until April 5 in the Congress-Hall of the World Trade Center.
Russian Fashion Week had been held in Moscow for the last ten years in early April and mid-October. During this period, RFW has discovered dozens of new designers and has presented over sixty international designers to the Russian market. From the very first day, RFW was aimed at supporting and promoting Russian fashion and has increased interest in Russian designers both at home and abroad. Partnerships and joint projects between RFW and fashion weeks in Milan, London, Beijing, Athens, Lisbon and other cities have turned Moscow into a major European fashion center. In addition, Russian Fashion Week has become a central event for all former Soviet republics – the best designers from the Ukraine, Belarus and other countries showcase their collections at Russian Fashion Week in Moscow. The collaboration between RFW and Mercedes-Benz will make it possible to bring the young Russian fashion industry to an even higher level and wider audience.
Mercedes-Benz Fashion Week Russia will occupy a special position in the international fashion calendar, not only due to the presence of Mercedes-Benz, but also, primarily, due to the fact that the German auto manufacturer supports the most influential fashion events in the world. Fashion is the key communication platform for Mercedes-Benz. Mercedes-Benz cars are exhibited at fashion weeks in Milan, Paris and London, where the German brand is a strategic partner. Changing its name to Mercedes-Benz Fashion Week Russia, Russian Fashion Week elevates itself to sit alongside Mercedes-Benz Fashion Week in New York and Mercedes-Benz Fashion Week Berlin.
“Russia is a fast-growing market for our cars, and Moscow – the next hot fashion destination. Our participation in fashion week is vivid proof of these two axioms, – CEO of Mercedes-Benz Russian Juergen Sauer says. – The signing of this agreement is a logical development of Mercedes-Benz’s global strategy to support the most important fashion weeks in the world. I’m confident that we can strengthen the potential of Russian Fashion Week, as we did, for example, in New York and Berlin”.
“The participation of Mercedes-Benz in RFW will give, in addition to the obvious benefits, an even more acute sense of fashion and style, – Alexander Shumsky, CEO of Artefact Communications Agency, General Producer of Russian Fashion Week, says. – For the national “fashion consciousness” and development is it important to be on the same catwalk with the legends and trendy designers, such as participants of the previous RFW – Vivienne Westwood, Jeremy Scott, JC de Castelbajac. Mercedes-Benz Fashion Week Russia will affirm Moscow’s position on the world fashion map.”
The upcoming Mercedes-Benz Fashion Week Russia is to be held in the Congress-Hall of World Trade Center from March 31 until April 5, 2011. The Grand Opening is to be held on the eve of the first show day – March 30, 2011. The participants of the week will present Fall-Winter 2011/2012 collections. Mercedes-Benz Fashion Week Russia will be opened by the show of Slava Zaitsev Fashion House, among the other participants of the week are Tatiana Parfionova, Julia Nikolaeva, Yegor Zaitsev, Stella Ndombi, St. Bessarion, Oleg Biryukov, Poustovit, Olga Samoschenko, Elena Tsokalenko and many others. Mercedes-Benz Fashion Week Russia Spring-Summer 2012 is to be held October 21-25, 2011.
Mercedes-Benz Fashion Week Russia will be held in the same format as in its previous seasons and will remain Moscow’s biggest “by invitation only” event. The agreement between RFW and Mercedes-Benz was negotiated by IMG Fashion, which commercially represents the event..