MAP Moda Fashion, Features, and More on


The Final Walk For Mercedes-Benz Fashion Week at Bryant Park

Designers from across the world celebrate the last season in the Park and the move to Lincoln Center


New York, NY (February 23, 2010) Mercedes-Benz Fashion Week saw another outstanding season as it celebrated its last hurrah in Bryant Park before the event moves to Lincoln Center. In September, the shows will take place for the first time at Lincoln Center’s Damrosch Park, a move that puts the Event squarely in its place as a cultural landmark, and that allows it to adapt to a new decade. The iconic Bryant Park Tents were adorned with quotes from fashion industry insiders sharing their memories of how Mercedes-Benz Fashion Week has impacted the world of fashion and changed the lives of both designers and industry professionals.

“The Fall 2010 Collections at Mercedes-Benz Fashion Week were ones for the record book!
With over 80 shows on the calendar, the Tents were packed, and the collections universally well received,” said Fern Mallis, SVP of IMG Fashion who produces the event. “From the graphic treatment to the closing gala...saying "So long Bryant Park" after almost 18 extraordinary years was the poignant message of the week.”

This week hosted some of the world’s most talented designers.  The Tents featured esteemed veteran designers such as Diane Von Furstenberg, Michael Kors, Isaac Mizrahi, Tommy Hilfiger, Anna Sui, Carolina Herrera and Max Azria. Several of the season’s first-timers in the Tents included industry favorites like Prabal Gurung, Elie Tahari, the Ecco Domani Fashion Foundation designers who all displayed their talent on this global fashion platform alongside Monique Lhuillier, Vera Wang, Nanette Lepore, Tracy Reese, Custo Barcelona, Nicole Miller, Charlotte Ronson, Perry Ellis, Phillip Lim, among many others.

In addition to the world’s leading journalists, editors, producers and retailers, the celebrities watching from the front row in the Tents included Michael Douglas, Laura Linney, Heidi Klum, Kelly Rutherford, Michelle Williams, Leigh Lezark, Rachel Zoe, Brooke Shields, Shiri Appleby, Estelle, Donald and Melania Trump, Molly Simms, Sophia Bush, Penn Badgley, Austin Nichols, Jessica Stroup, John Slattery, Tinsley Mortimer, Carmen Electra, Kristen Bell, Michelle Trachtenberg, Melissa George, Julia Stiles, Mena Suvari, Kristen Johnson, Russell Simmons, Deborah Cox, Zoe Saldana, Jessica Szhor, Abigail Breslin, Kim Kardashian, Elizabeth Hasselback, Alfre Woodward, Shenae Grimes, Elizabeth Rohm, Matthew Settle, Kelly Osborne, Sean Lennon, Amber Rose, Christina Hendricks, Whitney Port, Olivia Palermo, Alison Brie, J Alexander, AnnaLynne McCord, Adrienne Bailon, Samantha Ronson, Marc Ronson, Terrell Owens, among others.

Wintery conditions in Midtown were balanced with the energy created inside Mercedes-Benz Fashion Week and the New York debut of the new SLS AMG and E-Class Cabriolet for the event’s final season in Bryant Park. The Mercedes-Benz Star Lounge backstage, a design by Mitchell Gold + Bob Williams and inspired by a Nick Knight photographic image of supermodel Julia Stegner and the Le Mans Red SLS AMG, played host to VIPs throughout the week.   Recognizing the intersection of runway presentation and digital content, Mercedes-Benz presented online viewing for designers Alexander Wang and Rodarte runway shows at Nick Knight’s portal. “Mercedes-Benz is proud to be associated with so many talented designers who have introduced their collections over the years throughout New York and at the iconic Bryant Park Tents,” said Lisa Holladay, Brand Experience Marketing Manager at Mercedes-Benz USA. “They have inspired us with their creativity, innovation and passion, and this season’s Mercedes-Benz Fashion Week was no exception.”

DHL was once again the official logistics provider for Mercedes-Benz Fashion Week.  Their focal point was the DHL Information and Guest Services Desk, where they provided DHL branded literature bags for guests. 

American Express® proudly returned to the Tents this season, to connect Cardmembers with many of their favorite designers and took them even deeper into the world of fashion. As one of the only opportunities for consumers to experience the excitement at Mercedes-Benz Fashion Week, Platinum Card® and Gold Cardmembers were given an up-close view of runway shows from their exclusive American Express® Skybox overlooking the Tent and the Promenade, where designers and industry influencers mingled with Cardmembers and Skybox Host Kate Nobelius to share their personal fashion insights and unique industry perspectives. Additionally, American Express® worked in collaboration with The Independent Bloggers Associations to hold various “Tweet Ups” in the Tents, bringing together industry experts and todays emerging Tweeters to spread the news from the runways. Also, American Express®  Cardmembers received exclusive access to purchase tickets for Naomi Campbell’s Fashion For Relief™ -Haiti NYC 2010; the sold-out runway event raised over $100,000 for the CARE organization to help rebuild Haiti’s healthcare system for mothers and children.

Maybelline New York, #1 makeup brand worldwide, returned for their second season as the official makeup sponsor of Mercedes-Benz Fashion Week.  Their Global Makeup Artist, Charlotte Willer, led the makeup teams of their sponsored designers’ shows, creating exciting looks translatable from the catwalk to the sidewalk. Maybelline also partnered with a selection of well-established and up-and-coming designers including RVCA x Michael Angel, Custo Barcelona, Carlos Miele, Tracy Reese, Max Azria, among others. Furthermore, they graciously provided makeup for Naomi Campbell’s Fashion for Relief™ - Haiti NYC, 2010 show.

W Hotels Worldwide continues to embark on its global getaway, en route to new destinations in the hottest locations worldwide.  W Hotels is everywhere, and once again, slipping into the Mercedes-Benz Fashion Week scene with new arrivals in style, music, beauty and everything in between. This season’s backstage W Arrivals Lounge featured celebrity DJs spinning hot tracks all week. Guests mingled with the who’s who of fashion… while they lounged on the trendy conveyer belt styled seating surrounding the perimeter of the entire lounge.

TRESemmé returned for its fourth season as the official hair care sponsor of Mercedes-Benz Fashion Week.  Not only did TRESemmé create beautiful looks on the runway at the Tracy Reese, Brian Reyes and Charlotte Ronson shows, they also created chic looks for Mercedes-Benz Fashion Week guests in the TRESemmé Hair Salon and Lounge in the Lobby.  Stylists provided touch-ups while TRESemmé debuted its Naturals line to guests throughout the week. 

The Heart Truth’s Red Dress Collection 2010 Fashion Show, presented by Diet Coke, showed at the Tent on Thursday, February 11th at 7pm.  Themed “Behind the Seams” a mixture of models, celebrities and designers wore an array of outfits with all looks styled by Rachel Zoe. Celebrity participants in this year’s show included: Elisabeth Hasselbeck, Felicity Huffman, Dania Ramirez, Estelle, Gayle King, Jordin Sparks, Kim Kardashian, Raven Symoné, Regina King, Robin Roberts and Stephanie March.  Additionally, a selection of designer dresses worn by celebrities in the show will be auctioned off through a partnership with Clothes Off Our Back, at Proceeds will benefit the Foundation for the National Institutes of Health on behalf of The Heart Truth in support of women's heart health education and research.  

Starbucks Frappuccino® Coffee Drinks were proud to be a first-time sponsor of Mercedes-Benz Fashion Week, helping attendees stay light on their feet this season with light options of popular Starbucks Frappuccino® Coffee Drink.  Starbucks celebrated the expanded Starbucks Frappuccino®  Light beverage line – introducing new luxuriously sweet Frappuccino®  Light Vanilla coffee drink, as well as No. 1 selling Frappuccino® Light Mocha coffee drink – each made with only the finest Arabica beans and high-quality ingredients and just 100 calories per bottle.

Peroni Nastro Azzurro returned as the official beer of Mercedes-Benz Fashion Week and was poured for event guests throughout the week at all the event bars and hospitality lounges.  Each bar featured prominently displayed Peroni bottles and other collateral to showcase their presence at the Event.  Chicly-dressed Peroni models roamed the Lobby on five nights during the event to serve guests ice cold and refreshing Peroni. 

For the fourth consecutive year, Chambord® Black Raspberry Liqueur served up its own version of style with fashionable cocktails as the official liqueur of Mercedes-Benz Fashion Week. The cocktails Chambord featured were the classic Chambord French Martini, the Velvet Elvis (a rocking combination of Chambord and Jack Daniel’s) and the Chambord Manhattan (Chambord and Woodford Reserve bourbon).  Chambord also unveiled arguably the world’s most expensive spirits bottle at a media event in the W Arrivals Lounge on Monday, February 15th at 4pm.  Betsey Johnson hosted the event as the jeweled, $3 million Chambord bottle, created by British jewelry designer Donald Edge, arrived to the Tents in style and made its American debut in NYC.

February marked Rums of Puerto Rico’s first time at the Tents.   They poured five brands on-site including Bacardi, Don Q, Ron Llave, El Barrilito and Palo Viejo.  The event bars featured the best cocktails from Rums of Puerto Rico including their signature Mercedes-Benz Fashion Week cocktails: the “Little Pink Drink” and the “Rum Stiletto.”

In celebration of 75th anniversary and stylish new 505 Park Avenue Location, Sherry-Lehmann Wines & Spirits served as the official champagne & wine supplier of Mercedes-Benz Fashion Week. Throughout the week, Sherry Lehmann poured the best of their selections for invited guests and VIPs all week long. Additionally, the iconic New York retailer lent particular support to Paris bred designer of J. Mendel, Gilles Mendel for his presentation at the Tents on February 18, 2010.

Martini Gold promoted their collection of martini flavors all week, following fashion-forward signature martinis such as: The Flirtini, featuring Martini Gold Pomegranate and the Between the Sheets featuring Martini Gold Lemon Drop and Martini Gold Wildberry.

O.N.E. One Natural Experience provided much needed water in cartons by leading carton packaging manufacturer Tetra Pak on-site for the lobby and all backstages and lounges.  This is the second season O.N.E. One Natural Experience and Tetra Pak was served at the Event, bringing an eco-conscious sensibility to the Tents.  Tetra Pak provided recycling on-site throughout the Event for guests.  Tetra Pak and O.N.E. also worked together with the CarbonNeutral Company to carbon off-set the Event’s footprint for the first time in the history of the nearly 18 year old event! 

Vevant, a unique new online fashion magazine, offers cutting-edge style coverage along with professional social networking and e-commerce, letting emerging designers reach a targeted audience of consumers.  This season at Mercedes-Benz Fashion Week, Vevant served as the exclusive and official online fashion media sponsor, generating comprehensive video coverage of the shows, including exclusive backstage and behind‐the‐scenes footage as well as designer interviews and show reviews. 

For the first time, AOL joined the Tents to sponsor Mercedes-Benz Fashion Week.  The AOL Media Lounge catered to the editorial community and working press covering the event.  The AOL Media Lounge was a one-of-a kind environment for the editorial community, serving as a space committed to empowering the working press to share their coverage with the world’s fashion enthusiasts. AOL’s writers, as well as any member of the press, had the opportunity to post real-time video clip to blogs and social media sites via the AOL vBlog booth.  Additional amenities provided within the AOL Media Lounge included computers, printer, scanner, ethernet and power outlets, accommodating the charging of high volumes of laptops, PDAs and other mobile devices.

Closing the last week of runway shows in Bryant Park, Fern Mallis and IMG Fashion along with The New York Times co-hosted a celebration in honor of the success Bryant Park, sponsored by ideeli and Vevant, to wrap up one last Mercedes-Benz Fashion Week.  The iconic landmark has been the birth place of some of the most famous fashion designers, editors, photographers and models since its inception in 1993. The event hosted nearly 2,000 guests in both the Event Lobby and Promenade venue.

Designers and brands who showed their Collections in Bryant Park this season, and Associate Member shows on Mercedes-Benz Fashion Week's schedule were:  Mackage, BCBGMAXAZRIA, Richard Chai, Duckie Brown, Toni Maticevski, Ports 1961, La Perla, Farah Angsana, The Heart Truth’s Red Dress Collection 2010, Mik Cire by Eric Kim, Cynthia Steffe, Project Runway, Yigal Azrouёl, Michael Angel, Christian Siriano, Nicole Miller, Fashion for Relief™ - Haiti NYC 2010, Charlotte Ronson, Venexiana, Lacoste, Georges Chakra, Andy & Debb, ADAM, Academy of Art University, Prabal Gurung, Twinkle by Wenlan, Irina Shabayeva, ARISE Magazine African Collective – Part III, Lela Rose, Luca Luca, Malandrino, DKNY, Rebecca Taylor, Calvin Klein Collection Men’s, Hervé Léger by Max Azria, Diane Von Furstenberg, TonyCohen, Y-3, Custo Barcelona, Vassilios Kostetsos, Zac Posen, Carolina Herrera, Carlos Miele, Jill Stuart, Tracy Reese, Donna Karan Collection, Monique Lhuillier, Yeohlee, Tadashi Shoji, Ecco Domani Fashion Foundation, Perry Ellis, Elie Tahari, Badgley Mischka, Vera Wang, Mímkho, Pamella Roland, Max Azria, Dennis Basso, Diesel Black Gold, Thuy, Tibi, Narciso Rodriguez, Toni Francesc, Tory Burch, Michael Kors, Nanette Lepore, 3.1 Phillip Lim, Milly by Michelle Smith, Reed Krakoff, Alexandre Herchcovitch, Anna Sui, Brian Reyes, Ralph Lauren, Isaac Mizrahi, Trias, Davidelfin, Calvin Klein Collection Women’s, Leifsdottir, J. Mendel, Naeem Khan and Tommy Hilfiger.

Mercedes-Benz Fashion Week could not have been possible without the gracious support of our sponsors, including title sponsor Mercedes-Benz who was joined by DHL, American Express®, Maybelline New York, W Hotels Worldwide, TRESemmé, The Heart Truth Campaign, Starbucks Frappuccino® Coffee Drink, Peroni Nastro Azzurro, Chambord® Black Raspberry Liqueur, Rums of Puerto Rico, Sherry-Lehmann Wines & Spirits, Martini Gold Mixers and O.N.E.™ One Natural Experience as well as the following media outlets The New York Times, Vevant, AOL Inc., Women's Wear Daily and Getty Images.

Mercedes-Benz Fashion Week is an IMG event.

© Mitchell & Associates, Inc. All rights reserved.

Top Desktop version