The Award is intended to support Swedenâs most progressive fashion design, and through The Award, Max Factor, annually, honor the defining Swedish fashion house of the year. The receiving house is thereby given the opportunity, at Max Factorâs expense, to stage a pro quality catwalk show to present its complete latest collection. And while a fashion show is unarguably the most important event for a house to help promote its design, communicate with a target audience and dazzle the world, it is also one of the most costly extravaganzas for it to be faced with. The Max Factor Award therefore covers all expenses: From invitations and catering to lights, sound and not least, the most glamourous of models.
The Award is presented during the Autumn/Winter season at Berns in Stockholm as part of Max Factorâs continuing sponsorship of Mercedes-Benz Fashion Week.
The stellar list of previous recipients include the houses of:
- Altewai.Saome (2012)
- Ann-Sofie Back (2011)
- Lovisa Burfitt (2010)
- Diana Orving (2009)
- Helena HĂ¶rstedt (2008)
Both the sponsorship and The Award are entirely in line with Max Factorâs domestic and international commitment to the fashion community and the all-important work of make-up artists in particular. Sweden has so many skillful designers and we see this partnership as a medium to further strengthen Mercedes-Benz Fashion Week in Stockholm, says Elisabeth Hagelberg, Sales & Marketing Director of Max Factor in Sweden
Since 2010, Max Factor TV has come to be an essential feature of Mercedes-Benz Fashion Week in Stockholm. Each season Max Factor TV covers almost every event during the week and the episodes have had contribution from the most prominent Swedish names in fashion and media. Max Factor TV has had an amazing response from the industry and has been published on several of the largest fashion websites. Watch Max Factor TV here.
Max Factor has a tradition of working together with the international Fashion Weeks and the teams can, for example, be seen backstage at Milan Fashion Week under the leadership of renowned make-up artist Pat McGrath. Max Factor is a trademark owned by Proctor & Gamble and Scandinavian Cosmetics AB is responsible for any and all sales and marketing of Max Factor on the Swedish market. Max Factor was founded in 1909 by make-up artist Max Factor, and is ever since being used daily by countless women, movie stars and models worldwide.
Max Factor TV