 The Stuttgart-based brand
2008
|
Mercedes-Benz and fashion - a perfect matchMercedes-Benz has been committed to fashion for over a decade, establishing itself as an experienced partner of major international fashion platforms.
Cars and fashion a lifestyle statement
READER COMMENTS
|
HOME
| CARS AND VEHICLES |
MERCEDES-BENZ
P. CARS |
MERCEDES-BENZ
AND FASHION | MOTORIST LIFESTYLE |
MOTORSPORTS |
SHOWROOM |
The Stuttgart-based automaker is the title sponsor
of Mercedes-Benz Fashion Weeks in Berlin, New York, Los Angeles, Miami and
Mexico City, and supports numerous fashion events in Milan, Stockholm, Amsterdam
and elsewhere in the world. "People are interested in the things that connect
them to their personal lifestyles. This is why we've been aiming for years
to present the Mercedes-Benz brand within the lifestyle environments of our
target groups. Fashion is one of those environments," says Dr. Olaf
Göttgens, Vice-President Brand Communications Mercedes-Benz Cars. The
Mercedes-Benz brand has epitomized European luxury goods for generations.
Just as in the case of, for example, Armani, Chanel and Dior in fashion -
and Tiffany in jewellery or IWC in watches -, Mercedes-Benz is synonymous
with premium class automobiles. This reputation is anchored in the heritage
of a brand whose high-society appeal dates from the beginning of the last
century. True to its name's Spanish meaning of 'charm' or 'grace,' Mercedes
has always proved its worth through the advanced technology and timelessly
elegant design of its vehicles. In fact, even the first automobile to bear
the Mercedes brand in 1901 took the market by storm with its extraordinary
design. Ever since, the Mercedes-Benz brand has been the embodiment of automotive
excellence. Firmly established among international luxury brands, it is also
a hallmark of exclusive living.
The automobile continues to be an expression of
one's particular lifestyle. In fact, people expect the same from fashion
as they do from cars - an unmistakable style that conveys their individuality
and way of life. Choosing a car is part of defining oneself. It communicates
a certain, distinguishing image. In the world of fashion, as in the world
of automobiles, design therefore plays a central role and is among the key
factors for a brand's success. Car designers and fashion designers are equally
sensitive to zeitgeist, trends and changing attitudes, and their respective
products reflect this. "There's a virtually symbiotic relationship between
cars and fashion. That's why Mercedes-Benz employs both auto designers and
fashion designers in its design centres to develop an integrated concept
for each car model - from its outer moulding and interior design to the selection
of materials and suitable accessories," explains Dr. Olaf Göttgens.