Mercedes-Benz has a big commitment to fashion. It all started in 1999 when Giorgio Armani designed a CLK convertible for the company. With that came the insight that fashion and car design had quite a lot to give to each other. Ever since that they have partnered up with fashion weeks around the world.

“It is important for us to show that this is a long-term commitment that both Mercedes and the fashion industry will benefit from”, says Roelof. “It is really important for us to work together and not just go in as a financial partner”, he continues. This is one of the reasons to why the Young Fashion Industry Award was founded.

Another reason is that Mercedes likes to work with emerging talents. “It is fun to work with the young designers that might become big one day”, Roelof explains. It is also about rebranding Mercedes and this is where the company can really gain on this collaborations. “Our work with fashion on other markets has shown that it is a great way to rebrand the label”.

Roelof sees Stockholm as one of the best kept secrets in Europe and he is convinced that the fashion week here has the potential to grow to and gain international importance. There are already plans and ideas how to develop the commitment with other parts of the industry at different times during the year. “One thing that we will do is to be part of NK´s campaign Limited Edition”, Roelof explains.

“We are really looking forward to keep working with Sthlm Fashion Week by Berns and the Swedish fashion industry”, Roelof says before he has to dash off to the airport.

Nuh Duong became the first winner of Young Fashion Industry Award and will now get her own fully sponsored show during fashion week in January 2009.