Mercedes-Benz Fashion Engagement – Focus on sustainability: The 2015 Green Carpet Challenge by ERDEM, in partnership with Mercedes Benz
On 21 September 2015, Livia Firth, Founder and Creative Director of the consultancy Eco Age, and Erdem Moralioglu celebrated the launch of The London 2015 Green Carpet Collection by ERDEM with an exclusive, sustainable presentation at The Wallace Collection, in partnership with Mercedes-Benz. The London-based designer has been working alongside Eco-Age to create his first complete collection in accordance with the Green Carpet Challenge® (GCC) Brandmark criteria. Numerous celebrities attended the event for the launch, including Colin Firth, Suki and Immy Waterhouse, Lily Cole, Sophie Hunter, Ellie Goulding, Elizabeth McGovern, Baz Luhrmann and Christopher Bailey.
The collection has been produced using reused, surplus or sustainably certified materials, creating 11 looks that capture Erdem’s signature style of versatile yet powerful femininity. In November selected styles from the collection will be available exclusively at the ERDEM flagship store and online as well as on Net-a-porter and Barneys New York.
“We were delighted to have Mercedes-Benz as a partner for The London 2015 Green Carpet Collection launch event this year. In my view, the fashion industry should long have been meeting stringent requirements, similar to those that have become standard in the automotive industry, which would have brought us a great deal further,” says Livia Firth, Founder and Creative Director, Eco Age.
Sustainability is one of the most important social topics of our time, affecting both, the automotive and fashion industries. Mercedes-Benz, the Stuttgart-based luxury car brand, makes systematic efforts to ensure that its vehicles and their manufacturing processes are as environmentally responsible and as sparing of resources as possible. The partnership with The Green Carpet Challenge, which coincides with the 20th anniversary of Mercedes-Benz’s fashion engagement, was a natural fit.
“Commitment to the world of fashion is an established part of our marketing strategy,” says Wolfgang Schattling, Director of Motorsport Marketing Communications & Branded Entertainment at Mercedes-Benz. “Through this, we are increasingly able to engage with our female audiences, and to become part of their lifestyle as a brand. Sustainability is an increasingly decisive criterion. With regard to this, it is a logical step for us to support The Green Carpet Challenge. It wonderfully illustrates that design, luxury and responsible actions perfectly fit within a modern lifestyle.”
This particular, current subject is highlighted by Mercedes-Benz’s Spring/Summer 2016 campaign, entitled “Hybrid by Nature.” This latest campaign features the new GLC Plug-In Hybrid, which can cover up to 34 kilometres utilising electric power alone, with zero emissions. Well-known for her glamorous, funky style, French Editor Carlyne Cerf De Dudzeele set the scene for Dutch supermodel Doutzen Kroes and the new GLC Plug-In Hybrid in the campaign.
20 Years of dedication to fashion by Mercedes-Benz
Over the past 20 years, Mercedes-Benz has established itself globally as a partner at selected fashion events. The brand is currently involved in more than 50 fashion platforms in over 40 countries, including Mercedes-Benz Fashion Weeks in Beijing, Madrid, Amsterdam, Tokyo, Istanbul and Berlin, as well as the acclaimed International Festival of Fashion and Photography in Hyères. The group recognised the parallels between exclusive cars and high-quality fashion collections at an early stage, as in both worlds, passion, style, innovative design, the finest materials and first-class technical implementation are critical factors for success. Mercedes-Benz has therefore consistently supported selected fashion events around the world over the course of two decades, making a name for itself in particular for promoting talented new designers.
Sustainability at Daimler AG
Sustainability is an elementary component of business activities at Daimler AG. The group is committed to environmentally compatible product development and innovative concepts. These range from pioneering vehicle and drive system technologies, intelligent lightweight construction, the use of natural materials and the remanufacturing of components right up to sophisticated assistance systems that can prevent accidents. The group is investing heavily in plug-in hybrids – up to 2017, a new model will be launched in the market every four months, a total of ten new plug-in hybrids. Acting responsibly also means making road traffic even safer. Some 90 percent of traffic accidents are due to human error, which is why the company sees great potential in autonomous driving. Further, the “responsibility principle” also guides the premium brand in its dealings with employees, customers, suppliers, shareholders, neighbours and NGOs. Daimler follows this guiding principle: only those who act ethically responsibly will also be commercially successful.