"We were looking for a platform in the United States we could take over that focused on fashion, style and design, and the obvious choice was Fashion Week, which is now Mercedes-Benz Fashion Week," explains Lisa Holladay, Director of Fashion Initiatives for Mercedes-Benz in this fun video interview in the Mercedes-Benz Star Lounge, backstage at the Bryant Park Tents where many of the shows are held.
"When you look at our core brand values and attributes as a luxury automotive make, there are a lot of natural connections between high-end fashion - which is what you typically see at the Tents - the focus on style, design, and quality craftsmanship."
One of their more innovative initiatives is the Mercedes-Benz Presents program, which sponsors and highlights fabulous design talent each season in New York and Miami. For Spring 2009, Chado Ralph Rucci is in the spotlight and being honored for his dedication to design, quality, and craftsmanship. "Like our AMG products," notes Holladay, "which are about one man building one engine, obviously with Ralph Rucci, it's one gentleman building exquisite, exquisite clothes."
And a surprising Mercedes factoid that people don't realize? "Probably how approachable we are!" (Much like NYC fashionisto Patrick McDonald - above...a total gentleman and a delight.) "It's one reason we created the Mercedes-Benz Star Lounge, to really bring it to life and give the brand, itself, a personality. So what we try to represent in here is a warm, inviting place where people can spend some time in between all of the hurry-up-and-wait which is what happens with the shows."
"People come in, they enjoy cocktails and some canapes, spend time socializing, or meeting new friends who are also interested in fashion."
For more on Mercedes-Benz Fashion Week, visit MBFashionWeek.com.
- Lesley Scott
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