Jing Daily Attends Mercedes-Benz Fashion Night Out
Running from October 24 to November 2, Mercedes-Benz China Fashion Week S/S 2012 launched this week at 751 D-Park in Beijing’s 798 Art Zone. Last night, members of the Jing Daily team attended the event’s opening ceremony, the Mercedes-Benz-sponsored Fashion Night Out. Featuring world-class supermodels like Karolina Kurkova and China’s Liu Wen, the opening ceremony also included the debut of the German label Schumacher‘s S/S 2012 collection.
As Mercedes-Benz China president and CEO, Klaus Maier said at the opening ceremony, Mercedes-Benz sees itself as a trendsetter in the world of fashion as well as automobiles, adding that the partnership the automaker is forging with the Chinese fashion industry “will be written in the history of Chinese fashion.”
Over the course of the next 10 days, 50 fashion brands and agencies, more than 40 fashion designers and 180 design graduates will take part in China Fashion Week. In all, more than 60 activities, including 44 special fashion shows, six professional contests and dozens of press conferences, seminars and award ceremonies, will be held in different venues in Beijing. Highlighting a theme of “See it, Love it, Know it”, China Fashion Week includes runway shows featuring everything from sportwear to wedding dresses to cosmetics, lingerie and menswear.
The event is also a way for Mercedes-Benz to promote itself in a positive light. Following a banner 2010, Mercedes-Benz posted lower year-over-year sales gains in China this September as China’s luxury auto market encountered a noticeable slowdown for the first time in recent memory. As rivals like Audi and BMW continue to power ahead, attaching its name to an event like China Fashion Week could give Mercedes-Benz a helpful boost in good publicity.
Special thanks to Simyee Lim from Mercedes-Benz (China), Daniel Lau from Weber Shandwick Beijing, and Jing Daily photographer Ding Yu.