Les Étoiles Mercedes-Benz
by Abdon FLORES
It’s been already 20 years that Mercedes-Benz is involved in the fashion universe. It all began with the Australian fashion week in 1996, a collaboration that has been growing through all these years. Today, the three-pointed star brand shines on the Fashion Weeks of 27 countries and it’s developing a true platform for exchanges with designers and the federations supporting them. That’s the case of Paris, one of the most important Fashion Weeks in the world, where Mercedes-Benz will promote new talents via a new project: Les Étoiles Mercedes-Benz.
It is above all, a competition for young fashion designers that highlights their creativity by presenting them with a unique challenge: to come up with a look that sublimates automotive luxury as embodied by Mercedes-Benz. After a first selection of thirty entries, nine designers were selected by a jury from the world of fashion and cars, chaired by fashion designer Alexis Mabille. The other members of the jury being Audrey Marnay, Vanessa Metz, Jalil Lespert, Alexandra Golovanoff, Betony Vernon and Director of fashion projects and head of the Marketing Communication department of Mercedes-Benz, Béatrice Tanguy.
The selected designers belong to the new wave of young designers that are changing the fashion scene in Paris. Most of them, if not all, are already rather well known, even showing during the Parisian Fashion week. Each one has clearly portrayed his spirit on the garments they propose. Carolina Ritzler, Céline Méteil, Charlie Le Mindu, Coppélia Pique, David Ferreira, Iris Cantabri, Journ/né, Liselore Frowijn and Quentin Véron are the nine finalists in the pursuit of the star.
The notorious German brand has developed a vision and philosophy of life that can be summed up as Modern Luxury, a concept that actually epitomizes the goal of this contest. The winner will be unveiled on 4 October 2016, during the presentation of a new car, at a stage show specially designed for the occasion by Alexis Mabille. The winner of this first edition will receive a check for €15,000 and will benefit from support by the brand via a presence in his magazine (circulation 250,000 copies), its newsletters (530,000 subscribers) and its website (1 million unique visitors/month). All the models created by candidates between 6 October and 6 November will be shown at the Mercedes-Benz Champs-Elysées Gallery.