Mercedes-Benz Fashion Week

For the first time ever, Slovenia and CD Congress Centre Ljubljana hosted the official Mercedes-Benz Fashion Week Ljubljana. Under the MBFW licence and in conjunction with local talents and partners, the Mercedes-Benz Fashion Week Ljubljana promoted fashion creativity and fostered new creative solutions. The Fashion Week was a wonderful opportunity for local fashion designers to present their work to an international arena of fashion connoisseurs, publicists, commentators, stylists and clients. The foregrounded artists of the MBFWLJ were internationally renowned award-winning designers whose contribution greatly helped build up the European reputation of the Mercedes-Benz Fashion Week Ljubljana

Creativity

Over one hundred artists, fashion designers, make-up artists, hair stylists, publicists, fashion critics, photographers and set designers helped create the four-day fashion spectacle that yielded impressive results, presenting new features in the development of the Mercedes-Benz brand and a range of valuable information for the development of this line of business. The creative team complemented the framework programme with lectures, exclusive multimedia installation, a round-table discussion with internationally distinguished designers, artists and fashion experts, and social programme.

Innovation

The organisers used the CD Congress Centre – the venue – in a new way. Gallus Hall, its fixed auditorium and a stage in the size of 18 x 18 m, became a dashing black box environment for a modern artistic performance (fashion show) using the elements and technology installed in the hall. The models were lifted on the catwalk through holes in the floor. On each side of the catwalk special tribunes were constructed for the audience (regardless of the propositioned sitting possibilities in Gallus Hall), allowing an up-close and detailed view of the fashion show.

Execution

The execution was carefully planned with 2 days preparation time.
The official Mercedes-Benz representative in Slovenia, Autocommerce, can take credit for the resounding success of the event, which was commented by Autocommerce Marketing and PR Director, Metka Kejžar, “International award-winning designers, leading representatives of Mercedes-Benz, offered a supreme experience of the brand to fashion enthusiasts. What has been also especially rewarding is the successful partnership we have formed with project partners, including CD Congress Centre, Consultancy and Communications Company Pristop as well as Art and Creative Director of MBFWLJ, Sašo Radovič.”

Director General of CD, Uršula Cetinski, “We are delighted that Cankarjev dom, the central Slovenian cultural and congress centre, has been chosen as the venue and organiser of MBFWLJ. Together with our partners we have succeeded in creating an outstanding three-evening event that has exceeded all expectations.”