Continuing a decade-long partnership, Mercedes-Benz has returned as the Principal Partner of Queensland’s premier Fashion Festival and to celebrate, the 10th anniversary will be launched with an Australian first.
Ten of Queensland and Australia’s leading designers and industry identities have been commissioned by Mercedes-Benz to ‘style’ 10 of the brand’s vehicles, with the unveiling on Sunday 23 August to launch the Festival.
Vogue Australia Editor-in-Chief Edwina McCann, Alex Perry, Toni Maticevski and Sunshine Coast duo Adrian Norris and Edwina Robinson of Aje along with Easton Pearson, Paul Hunt, George Wu, Maiocchi, Urbbana and Sacha Drake have already begun designing their one-off custom-made vehicle wraps.
Mercedes-Benz Fashion Festival Brisbane Director Lindsay Bennett claims that the longevity of the partnership with Mercedes-Benz has been key to the Fashion Festival’s success.
“We are proud of our long association with Mercedes-Benz and together we have grown the Fashion Festival into one of the most anticipated and prestigious events on Queensland’s social calendar,” he said.
“This exclusive and exciting project is just another example of the partnership driving fashion retail for Queensland and presenting an outstanding display of creativity from outstanding creative talents.”
Horst von Sanden, Managing Director Mercedes-Benz Cars and Chief Executive Officer, Mercedes-Benz Australia/Pacific said the 10 Vehicles, 10 Designers, 10 Years! Project is an exciting initiative and will be an Australian first.
“We have had one of our prestige vehicles styled previously, but it was a one-off – one vehicle, one designer – seeing 10 styled vehicles unveiled simultaneously is going to be something special,” said von Sanden.
“We are most proud to be the naming rights partner of Mercedes-Benz Fashion Festival since its inaugural event and thank and congratulate the Festival team on the impressive 10-year anniversary. Of course the designers are always key to the event’s success. And we are thrilled with the energy and enthusiasm they have shown for the 10 Vehicles, 10 Designers, 10 Years! Project. We can’t wait to see what they produce,” he said.
The styled vehicles will be driven by the Fashion Festival team as well as on display at various locations across the City after the launch, in what promises to be a dazzling, eye-catching spectacle that will excite show-goers and the Brisbane public for the week.
Brisbane Lord Mayor, Graham Quirk will host the Mercedes-Benz Fashion Festival launch with the unveiling of the designer vehicle-wraps on Sunday August 23 at 10.30am in King George Square.
Designer Vehicle Allocations:
• Alex Perry CLA-Class
• Aje C-Class
• Easton Pearson CLA-Class
• George Wu GLA-Class
• Maiocchi GLA-Class
• Paul Hunt C-Class
• Sacha Drake GLA-Class
• Toni Maticevski C-Class
• Urbbana CLA-Class
• Vogue (Edwina McCann) C-Class
The Mercedes-Benz Fashion Festival Brisbane will be staged at the John Reid Pavilion at the Brisbane Showgrounds from Sunday 23 – Friday 28 August, 2015.