courtesy: Mercedes-Benz

The first brand the fashion industry types came across was not Halston, Rodarte or Marc Jacobs. That distinction belonged to the event’s title sponsor whose logo was plastered on closeups cutaway shots at Bryant Park. It was Fall 2010 Mercedes-Benz Fashion Week, the last season for the Bryant Park Tents. At the overcrowded tents, the traffic-stopping Mercedes-Benz SLS AMG and Mercedes-Benz E-Cabriolet managed to cut a sharp figure.  For those who wandered close enough to take a peek, product specialists were on hand to provide details about both cars’ nifty features, which go on sale later this year, as they waited to be harangued into the show of the hour at the 2010 Mercedes-Benz Fall Fashion Week.

The view from Mercedes-Benz seats at Tadashi Shoji, Feb. 15, 2010

While some would argue that fashionable women and men could care less about cars, it’s undeniable that the title sponsor adds to the ambiance — hinting at a world where the finer things in life are indeed still a possibility. As the dirge of shows commenced,  details were being finalized for the automaker to expand their roll even further when the New York Fashion Week moves permanently to Lincoln Center in September for Spring Fashion Week 2011. “The important piece is to relate the brand to the style, the quality and the craftsmanship of Fashion Week,” said Lisa Holladay, Manager, Brand Experience Marketing at Mercedes-Benz USA, who has overseen the German automaker’s relationship since signing on for sponsorship in 2008. “We’re in discussion over a multiple year contract. It’s a very important platform for us and we planning to grow that on a more meaningful level. Lincoln Center will be great because of the fact that we have big sexy cars to move, and it makes it easier for us to actually drive the cars.”

Eric Villency, Manager of Brand Experience Marketing Lisa Holladay, and Adam Paige of Mercedes-Benz attend Fashion Week Spring 2010 presented by Mercedes-Benz at Bryant Park on September 12, 2009 in New York City. (Photo by Michael Buckner/Getty Images for Mercedes-Benz)

The fashion industry, faced with cost-cutting measures, is particularly reliant on sponsor dollars and the Mercedes-Benz Presents Designer program (featuring past pairings with Yigal Azrouël, Chado Ralph Rucci, Badgley Mischka, Diane Von Furstenberg, 3.1 phillip lim, Michael Kors, Tommy Hilfiger and  Narciso Rodriguez) carries a certain amount of cache. This season, the program centered on the pairing of Rodarte and Alexander Wang’s collections with photographer Nick Knight’s SHOWStudio — a well-placed tie-in for an automaker that strives to highlight its technical prowess.

During Fashion Week, Mercedes found clever ways to connect with prospective customers through invite-only online groups such as  Generation Benz. Selected members were invited to Bryant Park to witness the action up close from the vantage point of the Mercedes-Benz backstage lounge. “Mercedes-Benz owners put an importance on fashion. Fashion indexes high with current consumers and prospects,” Holladay said. Wedged between the IMG and W Hotel lounges,  celebrities, newscasters, fashion editors and a designer or two wandered in and out  of the lounge for a cocktail and to plop down on the fluffy white sofas. There was  a bit of tittering when someone new strode through the door as the guests nonchalantly whispered among themselves, “What show is he on? Oh, I don’t watch Gossip Girl.”

More Fashion on Gotryke:

Karl Lagerfeld x Les Ateliers Ruby helmet

More Mercedes-Benz Fashion Week:

Mercedes-Benz Fashion Week Spring 2010

Tweet This Post