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Mercedes-Benz demonstrates the responsible side of luxury fashion

Mercedes-Benz demonstrates the responsible side of luxury fashion brands

Mercedes-Benz partners Danish supermodel Helena Christensen to raise awareness around the importance of wearing mouth-nose-masks to contain the COVID-19 pandemic

At Copenhagen Fashion Week SS21, Mercedes-Benz, a multi-time winner of the World Branding Awards, partnered with Danish supermodel Helena Christensen to raise awareness around the importance of wearing mouth-nose-masks to contain the COVID-19 pandemic. During the four day event from 9-12 August, Christensen was photographed against some of Copenhagen’s most storied landmarks, styled in five Danish designers’ new collections that incorporated face masks they had either created or customised.

“I am honoured to be working with Mercedes-Benz to raise awareness for such an important issue. We have a responsibility as individuals, and to others, to wear a mask to minimise risks at this time”, said Helena Christensen.

A face of the luxury industry for over three decades, Helena Christensen perfectly typifies the social responsibility of Mercedes-Benz, by demonstrating the importance of wearing a mask at the Copenhagen Fashion Week SS21, and how they can even be elevated to a piece of iconic design. Both parties want to make a stand on the importance of wearing face coverings and to do so in a suitably creative way.

“We at Mercedes-Benz are very aware of our social responsibility to show attitude and act as a role model, especially in difficult times. As a leading luxury brand we are delighted to implement this in partnership with Helena – one of the most iconic faces in fashion”, said Bettina Haussmann, Head of Mercedes-Benz Branded Entertainment.

Mercedes-Benz Denmark’s long-standing relationship with Copenhagen Fashion Week can be traced back to 2009 when Mercedes-Benz began facilitating shared fashion show locations for several designers each season. More recently, Mercedes-Benz has focused on collaborating with one designer in a more in-depth capacity, often to create engaging social media content and impactful visuals around their show or event.

Recent partnerships include the likes of Danish Designer Soeren Le Schmidt. On 10 August 2020, Mercedes-Benz co-hosted the opening reception of the much-loved fashion brand GANNI’s 202020 exhibitions, which brought together clothing, art, discussion and performance for an immersive and collaborative brand experience.

Mercedes-Benz also highlighted Copenhagen Fashion Week’s commitment to sustainability by using branded electric and hybrid vehicles to transport VIP guests between events, along with providing shut­tle service at the GANNI opening reception.




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