Mercedes-Benz demonstrates the accountable facet of luxurious style
Mercedes-Benz is partnering the Danish supermodel Helena Christensen to raise awareness of the importance of wearing mouth and nose masks to contain the COVID-19 pandemic
At Copenhagen Fashion Week SS21, Mercedes Benz, a multiple winner of the World Branding Awards, has partnered with Danish supermodel Helena Christensen to raise awareness of the importance of wearing mouth and nose masks to contain the COVID-19 pandemic. During the four-day event, August 9-12, Christensen was photographed in front of some of Copenhagen's most famous landmarks, styled in five new collections by Danish designers with face masks they either created or customized.
“It is an honor to work with Mercedes-Benz to raise awareness of such an important topic. As individuals and towards others, we have a responsibility to wear a mask to minimize the risks at this point in time, ”said Helena Christensen.
Helena Christensen has been a face of the luxury industry for over three decades and perfectly embodies Mercedes-Benz's social responsibility by showing how important it is to wear a mask at Copenhagen Fashion Week SS21 and how it is even elevated to an icon can design. Both parties want to share the importance of wearing face covering, and do so in an appropriately creative way.
“We at Mercedes-Benz are aware of our social responsibility to show attitude and to be a role model, especially in difficult times. As a leading luxury brand, we are pleased to be able to implement this in cooperation with Helena – one of the most famous faces in fashion, ”said Bettina Haussmann, Head of Mercedes-Benz Branded Entertainment.
The long-standing relationship between Mercedes-Benz Denmark and Copenhagen Fashion Week can be traced back to 2009, when Mercedes-Benz began to provide several designers with joint fashion venues per season. More recently, Mercedes-Benz has focused on working more closely with a designer to create often engaging social media content and impressive visuals around the show or event.
The Danish designer Soeren Le Schmidt is one of the most recent partnerships. On August 10, 2020, Mercedes-Benz co-organized the opening reception of the 202020 exhibitions of the popular fashion brand GANNI, at which clothing, art, discussion and performance were brought together to create a comprehensive 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 and by offering a shuttle service at the GANNI opening reception.
