Main partners

"Our commitment to the fashion industry is a crucial element in our lifestyle marketing, and we've been working to support fashion at international level for a long time through the Mercedes-Benz Fashion Weeks in New York, Berlin, Milan and London, in addition to Haute Couture and Prêt à Porter in Paris. Now we are incredibly proud to be the title sponsor of the week in Stockholm and be able to support Swedish fashion at both national and international level. Design plays an important role in fashion as well as in the automotive world and is one of the key success factors for a brand. Innovation, perfection, elegance and style – that is the link between Mercedes-Benz and fashion," said Anders-Sundt Jensen, Global Vice President Brand Communications at Mercedes-Benz.

The Mercedes-Benz Fashion Pavilion in Kungsträdgården has been an important arena for the fashion designers attending the show. Among others, the winner of Young Fashion Industry Award 2011, Johanna Pihl is showing her collection in the Pavilion. The Young Fashion Industry Award (constituted by Mercedes-Benz) was given to a young, promising Swedish designer, Johanna Pihl, during Mercedes-Benz Fashion Week Stockholm Spring/Summer 2012 the fourth time in a row. The prize includes a scholarship to hold an own fashion show upcoming Mercedes-Benz Fashion Week.

Mercedes-Benz
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The Award is intended to support Sweden’s 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 Factor’s 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 Factor’s 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 Hörstedt (2008)

Both the sponsorship and The Award are entirely in line with Max Factor’s 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
Max Factor TV

Schwarzkopf strives to release this beauty in you and enjoys a reputation for defining revolutionary product technology that spans over more than a century. Tradition, reliability, quality, trust and competence are the foundation stones on  which our business thrives. Our destiny is to develop innovative technologies in products that create beautiful hair. Our goal is to enhance your individual style, simplify your beauty regime and ultimately exceed your expectations. Today Schwarzkopf – one of the strongest brands of the  parent-company Henkel – handles all products whether you are a hairdresser or consumer, in our Professional area you will find brands under the categories hair color, hair care, hair styling and hair form. Our retail hair brands are listed under the categories hair color, hair care and hair styling. Brand examples within the Schwarzkopf portfolio are in retail Gliss, Taft, Got2B, Poly Blonde and Brilliance and in professional like Igora, BC Bonacure and OSiS.

ESSENTIAL LOOKS brings you, twice a year, a collection of looks that capture the essence of the season. Each season a handpicked team of hair professionals immerse themselves in the fashion weeks of London, Paris, Milan and New York and emerge inspired to create a collection of distinct trends that will lead hairdressers and their salon clients to progress their personal style for the coming season. The last decade has established Essential Looks as a common international hair language of fashion motivated style, designed to gift hair professionals with the essence of seasonal inspiration.

Hair Trends
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American Express is widely recognized for providing superior customer service. We have earned many honors, including a fifth consecutive J.D. Power and Associates award in 2011 for highest customer satisfaction among U.S. credit card companies. We were also named to BusinessWeek’s annual roster of customer service champions.

There are about 91 million American Express cards in the marketplace around the world, which are accepted by millions of merchants in more than 200 countries and territories.

In Sweden we have been established since the seventies and we offer the market the following products: American Express Amexblue, Green Card, Gold Card, Platinum Card and Centurion, SAS EuroBonus American Express® Card, SAS EuroBonus American Express® Elite Card for consumers and Corporate Gold Card, Corporate Purchasing Solutions and Business Gold Card for business clients.

We are delighted to be a part of Mercedes-Benz Fashion Week. Mercedes-Benz is a brand that attract many of our Cardmembers and fashion is of great interest. It could not be a better match.

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American Express

An endless flow of ideas and innovation has kept Canon at the forefront of its industry. In choosing our products, businesses and consumers opt for reliable, stylish and advanced technologies.

Our philosophy
Kyosei is Canon’s corporate philosophy which lies at the heart of our brand, business and sponsorship activities. Kyosei is a Japanese word that means ‘living and working together for the common good’ – a principle that shapes our values and outlines our moral responsibility to be a good corporate citizen.

Canon and fashion
Our cooperation with the fashion industry strengthens the connection between fashion and photography and proves that our imaging technology enables people to get the most out of their creativity. Since four years, Canon is Official sponsor of London and Milan fashion weeks and Key sponsor of Paris Fashion Week. This is the first time that Canon is engaged in Mercedes-Benz Fashion Week in Stockholm and we look forward to meeting the audience that shares our passion for fashion and photography.

Canon
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