Mercedes Benz returns to Berlin Fashion Week with a new concept

The second edition of MBFW, produced by Mercedes Benz in collaboration with the Nowadays creative agency, took place at the ewerk from 3 to 5 July 2018. Under the motto FOLLOW MBFW – LIBERATE FASHION, 16 designers and labels presented pieces from the high-end segment of their spring/summer 2019 collections.

The new concept of the MBFW...

MBFW Fashion Show

…seeks to drive forward a liberalization of fashion in Germany, especially when it comes to making fashion more visible. In line with this goal, all of the shows were projected onto a large LED wall located in the forecourt of the ewerk as well as made available online via live stream. The fashion shows themselves took place in Hall F for a select audience of guests. Exhibits, live photo shoots, and the MBFW x She’s Mercedes Inspiration Talk provided important impulses for the MBFW to serve as a platform for current social topics.

“I cannot tell you how pleased we are with this second MBFW at the ewerk,” noted Katja Ohly-Nauber, head of marketing communication for Mercedes-Benz Cars Germany. “The public programme on the forecourt with screenings and the food market were successful and the responses from designers as well as our guests was overwhelmingly positive. We are looking forward to the next MBFW in January and will use the time until then to further develop the platform and our work to support Germany as a fashion location.”