Fashion Week at Bebelplatz
Fashion Week at Bebelplatz

12 Jul. 2010


The 7th edition of Mercedes-Benz Fashion Week in Berlin (July 7-10) with more than 40 shows and presentations, fashion events and trade shows drew about 25,000 of industry experts and fashionistas to the German fashion capital Berlin. “We are thrilled about the development of this fashion destination. After the kick-off of Mercedes-Benz Fashion Week in 2007, more and more designers and trade show owners moved their business to Berlin and turn this city into a hotspot for trends, visionary creations and commercial collections,” says Maia Guarnaccia, Vice President IMG Fashion, Europe.

The schedule once again consisted of numerous on-site and off-site shows staging German fashion alongside global brands. Amongst Berlin-based designers and brands that presented their collections for next summer were for example Lala Berlin, Kaviar Gauche and Frida Weyer. Once again, especially shows by Boss Black, Schumacher and Michalsky drew a cast of international celebrities like Milla Jovovich – the face of the new key visual of Mercedes-Benz Fashion Week –, Jessica Alba, Ewan McGregor, Vitali and Natalie Klitschko, Diane Kruger or Zoe Saldana.

At the same time, several brands and designers celebrated their debut at the summer edition of Berlin Fashion Week. Amongst them for example Mavi, Christina Duxa Couture, Blacky Dress, menswear label Blaak, designer Risto Bimbilosky, Mexican duo Jesus Ibarra+Bertholdo and Calvin Klein. Before the summer edition of Berlin Fashion Week Maia Guarnaccia said: “The amount of designers showing for the first time is a great proof of the attention, Mercedes-Benz Fashion Week Berlin is receiving both on a national and international level.” 
Mavi show
Mavi show

Meanwhile, newcomer Parsival Cserer won the “Designer for Tomorrow by Peek & Cloppenburg Düsseldorf Award” with his collection “Good Morning Mrs. Obama”. He impressed the jury of fashion experts as well as the local audience and will get his own show at the event in January of 2011.

Susannah Carey

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