Fashion and cars go together like cold brew coffee and hipsters. Because the motor vehicle and fashion industries are both consumed with the latest innovations and wrapping them in fashion-forward touches, it’s an easy partnership.
Mercedes-Benz has a longstanding association with fashion globally. The luxury company that manufactures some of the most stylish cars, helicopters, boats and even luggage actually started supporting fashion in the southern hemisphere when it became the naming rights sponsor of Australia’s fashion week 20 years ago.
It’s fitting then that Mercedes-Benz is an elite partner of this year’s New Zealand Fashion Week for the second year running and the official automotive event partner.
So highly revered is the Mercedes-Benz fashion relationship, that a Mercedes-Benz CLA Shooting Brake, a G 63 AMG and the all-new AMG GTS will be parked onsite at the ANZ Viaduct Events Centre for the duration of New Zealand Fashion Week. The Mercedes-AMG GTS is a top-of-the-range sports car and is so new that this is its first official public outing on New Zealand soil. The AMG GTS has “breathtaking performance” and “scene-stealing looks” with an aviation design theme and goes from 0-to-100km/h in 3.8 seconds, so you can imagine the motoring crowd are absolutely desperate to meet it.
And if the fashion pack is unsure which Mercedes-Benz suits them , there’s a quiz that’ll work it out for them.
“We’ve had a bespoke application made for guests to make their Mercedes-Benz model match,” says Mercedes-Benz New Zealand General Manager Ben Giffin. “The app asks a couple of fashion-related questions to find your perfect car.
“Then, if Fashion Week guests take a photo of themselves with their Mercedes-Benz match and share it on social media, they’ll have a chance to win a trip to Mercedes-Benz Australian Fashion Week in 2016.”
To make sure the CLA Shooting Brake has even more photogenic appeal, it’ll be parked up against a floral wall that, in itself, has its roots in fashion. Giffin explains it was inspired by Raf Simons’ first Dior show when the walls in a series of rooms were completely covered in flowers in Paris 2012.
Since that first Australian partnership, Mercedes-Benz has become involved in 50 events in 30 countries. Not all the events are about being a naming rights sponsor, but plenty are including Berlin to Madrid and Tokyo.
Advertisement
Advertise with NZME.What’s more, the company sponsors designers’ shows globally as part of the ‘Mercedes-Benz Presents’ designer programme. This year, Kate Sylvester was announced as the recipient. She joins an illustrious alumni of global designers including Carolina Herrera, Derek Lam, Badgley Mischka, Carla Zampatti, Monique Lhuillier and, last year’s first local designer, Dame Trelise Cooper.
Giffin says making Sylvester the 2015 local recipient was an easy choice based on last year’s show, her design pedigree and the fact she’s also focusing on garnering more of a global presence. Kate also loves Mercedes-Benz cars, although that was not one of the reasons the brand selected her.
“We’re ecstatic. It’s one of those wonderful things that has come together,” Giffin explains. “A few months after last year’s Fashion Week we approached Kate and had a chat. It’s a very easy relationship. One of the great stories is that she’s had Mercedes-Benz in the past. Now she has a new model, her three boys are beside themselves thinking they’re going to get their licenses, then drive mum’s car.”
For Sylvester, aside from having the financial support for her show tomorrow, and a car to drive, receiving the accolade is a great calling card.
“It’s like putting an MBA on your CV,” explains Giffin. “Kate’s able to be showcased within Mercedes-Benz’ global network, which should help her on the international fashion stage.”
And if anyone has any doubts the fashion arrangement is authentic for the luxury car company, it is one of the global core pillars alongside sport. Giffin says men, as much as women, are interested in the stylish looks and fashion-forward interiors of cars.
“I was talking about the importance of mens’ fashion on Friday night. I’m a perfect example. I like to get up in the morning and put on a nice shirt and good suit. Then, when you walk out onto the driveway and get into your Mercedes-Benz, your mornings don’t get any better” he explains.
“I was told recently, it takes 156 pieces of fabric to make one suit jacket. We have that craftsmanship in common with fashion.
“What we do with cars is what designers do with fabrics."
View more of our insider New Zealand Fashion Week coverage in association with Mercedes-Benz.
