Regardless of the discussion over the venue, the seventh Mercedes-Benz Fashion Week will once again be held at Berlin-Mitte’s historic Bebelplatz from July 7 – 10. “We will continue to showcase German fashion alongside global brands,“ says Maia Guarnaccia, Vice President IMG Fashion, Europe. The schedule of shows will once again consist of numerous on-site and off-site shows: Among the brands in the big top for the first time are Blacky Dress, Mavi, Christina Duxa Couture, designer Dawid Tomaszewski, menswear label Blaak, and Thomas Engel Hart, the Paris-based Macedonian Risto Bimbilosky and American label Calvin Klein, though the US brand will be showing off its styles off-site at the Berliner Münze. After a special show during last season, the labels Kaviar Gauche, Lala Berlin and Starstyling are sharing a tent and catwalk with collections by such designers as Kilian Kerner, Custo Barcelona, Rena Lange and 30 Paar Hände. Alternative venues have been chosen by Frida Weyer in the Gendarmerie at Gendarmenmarkt, Mongrels in Common at the Ressort Berlin, the University of Arts has opted on the former WMF and Boss Black at a site yet to be announced. Michael Michalsky will continue with his Michalsky Style Nite, this time at the Tempodrom.
There were 32 shows and presentations held as part of the Mercedes-Benz Fashion Week Berlin in January of 2009. The IMG anticipates a similar number of shows this time as well. After a number of supplementary satellite shows were held such as the HBC Designers Scout and the Michalsky Style Night, this year other platforms such as the Green Showroom, TheKey.to, 5Elements and ProjektGalerie are also putting their finishing touches on fashion shows of their own. IMG takes a relaxed view of these developments. Guarnaccia says, "the increase in the number of events outside our tent underscores the magnetic appeal of the Mercedes-Benz Fashion Week in Berlin. We don't see any competition with our format. It’s important for Berlin as a fashion center to also have regional and smaller platforms which differ from the international focus of our event.” The annual Designer for Tomorrow by Peek&Cloppenburg Award will be presented this July as well. Presentations by the eight finalists chosen for the award will be featured in a live web stream.