COVID-19 has also an impact on Turkey. So, the 15th season of Mercedes-Benz Fashion Week Istanbul (MBFWI) became a special one.
THE MERCEDES BENZ FASHION WEEK ISTANBUL
It entirely took place on digital platforms in October this year. Howsoever, even if it’s better to watch the fashions onsite, especially in a beautiful place like Istanbul, the MBFWI offered everyone the privilege to watch the fashion shows online, as if sitting in the front row.
The website www.mbfwistanbul.com reached approximately 26 million impressions worldwide.
Besides, the first all-digital MBFWI featured 30 runway shows. Thereby, each was followed by live talks hosted by the Turkish Fashion Industry’s leading names.
LIVE TALKS WITH INFLUENCERS
Live fashion talks with international influencers kept the fashion fans worldwide locked to their screens throughout the five-day event. Among them Olivia Palermo (IG: 6.4M followers), Leonie Hanne (IG: 2.7M followers), and Veronica Ferraro (IG: 1.1M followers). Furthermore, Tamara Kalinic (IG: 902K followers) and Amy Julliette Lefévre (IG: 246K followers) took part in the talks.
THE SEASON-FREE PLATFORM ISTANBUL
Within the scope of MBFWI, in addition to the Spring/Summer 2021 collections of the designers, the Autumn/Winter 2020-21 seasons were also included. A season-free platform was provided, bringing together in-season collections with the end consumer and next season designs with fashion professionals.
The designers and designer brands that showcased their collections in the 15th season of Mercedes-Benz Fashion Week Istanbul included:
- Belma Özdemir
- Ceren Ocak
- Cihan Nacar
- Çiğdem Akın
- Emre Erdemoğlu
- GokhanYavas – Gökhan Yavaş
- Hakaan Yıldırım, Karma – Mehmet Emiroğlu
- Engin Ekinci
- Seydullah Yılmaz
- Kith&Kin – Sena Serra Kefeli
- Mercedes-Benz presents Özlem Süer
- Mehtap Elaidi
- Meltem Özbek
- Mert Erkan
- MİİN by Kadir Kılıç
- Murat Aytulum
- Museum Of Fine Clothing – Eda Güngör
- Natalie Kolyozyan
- Nedo by Nedret Taciroğlu
- New Gen*
- Nihan Peker
- Niyazi Erdoğan
- Özgür Masur
- Özlem Kaya
- Raşit Bağzıbağlı
- Simay Bülbül
- Sudi Etuz – Şansım Adalı
- T.A.G.G. – Gökay Gündoğdu
- Tuba Ergin
- Tuvanam ve Y Plus by Yakup Biçer.
* New Gen’s members are: Aycan Hakalmaz, Ezgi Yıldırım, Mehmet Demir, Selina Alp, Süreyya Süleymanoğlu, Tanyeli Erdem
ISTANBUL IS AS A PLATFORM FOR SHOOTINGS STARS
In addition to the experienced names of the fashion industry in the 15th season calendar of Mercedes-Benz Fashion Week Istanbul, talented young designers also drew attention. Mehmet Emiroğlu, Seydullah Yılmaz, and Engin Ekinci carried their collections to the MBFWI podium within the scope of the mixed runway show, and 6 young designers with the New Gen runway show.
THE SPONSOR MERCEDES BENZ
Mercedes-Benz is the title sponsor of the event. Thereby, the car manufacturer supports the runway show of designers to present the upcoming seasons. In this context, it presented Özlem Süer’s Spring/Summer 2021 collection with the name “Mercedes-Benz presents Özlem Süer”. The brand celebrates its 30th year in the industry. Moreover, it’s one of the most experienced names in the Turkish fashion industry.
It’s one of the most experienced names in the Turkish fashion industry.
MBFWI signed a partnership with Vogue Runway and Business of Fashion, two leading brands in fashion publishing this season, and for the commercial side of the event a special partnership with JOOR, one of the leading digital wholesale platforms on a global scale, has been enacted. The designers had the chance to meet their collections with 200.000 curated buyers from 144 countries via JOOR.
MERCEDES BENZ FASHION WEEK ISTANBUL IN NUMBERS
Mercedes-Benz Fashion Week Istanbul’s supplier sponsor L’Oréal Professionnel made the hairstyling for 23 runway shows with over 150 hairdressers using L’Oréal Professionnel products. M.A.C Cosmetics, an official supplier of Mercedes-Benz Fashion Week Istanbul, undertook the makeup in 23 runway shows with 13 makeup artists.
A team of approximately 200 people took part in different tasks in both runway show shootings and live broadcasts in Fişekhane, to ensure that the fashion week ran seamlessly. During the runway show and studio shootings, within the scope of the new normalization and health measures, all participants were allowed to enter the area after their temperatures were taken.
More information and the entire digital content is available at www.mbfwistanbul.com.
Pictures: © 2020 Getty Images