The third installation of MBFWKL brings together the biggest names in local, regional, and international fashion industry featuring designers, such as Carven Ong, Andy Sulaiman, Khoon Hooi, and Eric Choong.
The much-anticipated Mercedes-Benz Fashion Week Kuala Lumpur (MBFWKL) 2021 returns this year with the biggest names in local, regional, and international fashion industry displaying their latest contemporary designs. MBFWKL continues to serve as a platform for upcoming and seasoned designers in the local fashion industry to showcase their collections and brand-characterising inspirations.
“At Mercedes-Benz, the company expresses modern luxury in the 21st Century with an acute focus on creating ‘sensual purity’ designs through traditional craftsmanship and innovative technology to create authentic and emotional experiences. Similarly, we aim to push boundaries in other areas befitting to provide a holistic lifestyle experience to our customers who understand and appreciate luxury in all forms, fashion included. Through MBFWKL, the event also highlights Fashion Futures, a design competition that aims to promote and support budding talent among young designers in the industry. Through the Fashion Futures Initiative, Mercedes-Benz endeavours to create the opportunity to nurture these innovative and entrepreneurial talents by providing with them a platform to catapult their careers further in the fashion industry,” said Ms. Sagree Sardien, President and CEO, Mercedes-Benz Malaysia.
“As an automotive pioneer brand, we create innovative and desirable cars. For that, design plays a central role in the process of evolution and is deeply rooted in our core. Every Mercedes-Benz you see on the road is designed with Sensual Purity at its core. It is the perfect combination of modern luxury and driving exhilaration. It is amazing to see the inspiration these designers draw from our cars and elevate it through their collection showcase,” said Mr. Michael Jopp, VP Sales & Marketing Passenger Cars, Mercedes-Benz Malaysia.
The three-day fashion event was held at Kuala Lumpur Performing Arts Center (KLPac) in the heart of the city and attended by over 1,000 guests ranging from local designers, celebrities and socialites, fashion muses, key opinion leaders, alongside fashion-forward customers and fans of Mercedes-Benz.
This industry-leading event affirms how trendsetting design, pioneering innovations and modern luxury are all core principles of Mercedes-Benz. The creativity, craftsmanship and technical expertise form the link between the class-leading cars and the cutting-edge world of fashion which also extends to Mercedes-Benz’s global commitment to fashion which spans over 20 years and has grown to reach over 60 platforms in over 45 countries.
The company additionally presents its third MBFWKL Fashion Futures Design Competition at the final night, a new, independent competition that will be held yearly as a key component of the show. Targeting Malaysian designers with 6 months to 4 years work experience in the fashion industry, five finalists are required to produce 4 sets of original Ready-to-Wear looks based on a specific theme provided.
These looks will be judged at the Fashion Futures runway show, with an eventual winner selected based on a tabulation of scores from the judges. The winner of the Mercedes-Benz Fashion Week KL 2018 Fashion Futures design competition will be sent for an all-expenses-paid trip to attend an international Mercedes-Benz Fashion Week event. Besides being able to mingle with renowned international designers, the winner will also be able to gain exposure and insights on the fashion industry.
Mercedes-Benz design philosophy – Sensual Purity
Mercedes-Benz has an integrated approach when it comes to design as an essential basis to showcase both the product and brand to perfection to create an elevated experience for customers. The design philosophy of Sensual Purity since 2009 has continuously evolved and encapsulates an essential aspect of product designs – the bipolarity of intelligence and emotion. It is the transformation of traditional luxury to modern age interpretations, making it fascinating, tangible and above all, desirable.
The design DNA has evolved over the years to accentuate individuality and to arouse desire. This is paired with innovation and technology to create an overall integrated experience for the customer. The Mercedes-Benz design ethos is authenticity, emotional and supreme aesthetics that has pushed design forward creativity for a future of progressive luxury.
Committed to the sustainable future of luxury design, Mercedes-Benz proactively works to future-proof the responsible growth of its fashion partnerships. Highlighting best practices and aligning itself with creatives that reflect and champion values such as outstanding and intuitive design, creativity and innovation. Through its Mercedes-Benz Fashion programmes and creative collaborations, the automobile manufacturer has supported nearly 170 designers in over 30 platforms around the world, including Milan, London, New York, Beijing, Australia, Prague, Istanbul, Berlin and Accra, leading a responsible future in fashion.
Lending depth and variety to MBFWKL 2021 are brand partners from across the spectrum of lifestyle and experiential products and services such as The Ritz-Carlton Kuala Lumpur, TRESemme, Kimarie Hairdressing, Wycon Cosmetics, Monkey 47, Carlsberg and 1664 Rose.
For more information on Mercedes-Benz Fashion Week Kuala Lumpur 2021, visit www.mbfw-kl.com/
