Mercedes-Benz is synonymous with premium class automobiles. This reputation is anchored in the heritage of a brand credited towards creating the world’s first automobile- and whose high-society appeal dates from the beginning of the last century. True to its name’s Spanish meaning of ‘charm’ or ‘grace,’ Mercedes has always proved its worth through the advanced technology and timelessly elegant design of its vehicles. In fact, even the first automobile to bear the Mercedes brand in 1901 took the market by storm with its extraordinary design. Ever since, the Mercedes-Benz brand has been the embodiment of automotive excellence. Firmly established among international luxury brands, it is also a hallmark of exclusive living. Mercedes-Benz as a brand is more than just cars.... It’s about having a lifestyle...

The automobile continues to be an expression of one’s individual lifestyle. In fact, people expect the same from fashion as they do from cars – an unmistakable style that conveys their individuality and way of life. Choosing a car is part of defining oneself. It communicates a certain, distinguishing image.

In the world of fashion, as in the world of automobiles, design therefore plays a central role and is among the key factors for a brand’s success. Just as in the fashion industry, automotive designers are focused on zeitgeist and forces at work in society. While fashion mostly responds to recent trends, the design of every Mercedes-Benz is geared toward modernity and long-lasting desirability. The result is sometimes even iconic. Innovation and perfection, elegance and style – these are the ties that bind Mercedes-Benz design and luxury fashion design.

Internationally, Mercedes-Benz has believed in strengthening its position as a trustworthy partner in the fashion scene and for over a decade and it has established itself as an experienced partner of major international fashion platforms. In addition to its sponsorship activities in Berlin and New York, the Stuttgart-based automaker is the title sponsor of Fashion Weeks in Miami and Mexico City as well as the Fashion Festival in Brisbane. Mercedes-Benz is also actively involved in the fashion capitals of Paris and Milan, and numerous other fashion events in cities such as Stockholm, Amsterdam and Buenos Aires.

It’s a well known fact that Globally Mercedes-Benz and fashion are hand and glove with each other with significant presence of the brand ‘Mercedes-Benz’ in the fashion industry: fashion weeks, new designers’ awards, and fashion events on social media platforms to account for its huge glamour quotient.

And now we are glad to do the same in India--be it golf, (Mercedes trophy Fascination collection) or any other launch events, fashion has been and shall be integral to Mercedes-Benz India in all its activities. Mercedes-Benz India is proud reinforce its presence in the Indian fashion industry with internationally renowned Indian designer, Mr. Manish Arora.

“Manish Arora has the values of sophistication at the same time he is radical in design. It is similar attributes that have added to the fascination of our brand and created iconic vehicles- be it the SLS AMG or even the latest E-Class. We are happy with this association and look forward to a great partnership ahead with one of India’s finest designers” commented Dr. Aulbur, Managing Director and CEO of Mercedes-Benz India.

With this association Mercedes plans to bring in young, vibrant, colorful energy whilst retaining the sophistication and class of the Brand ‘MERCEDES-BENZ’.

Manish Arora commented on the partnership “Cars and fashion has been an iconic duo and Mercedes-Benz epitomizes the zenith of lifestyle. I am delighted to start this association and look forward to many exciting themes and concepts in times ahead, with the Three pointed star in India. The presentation of my collection “Inspired by Mercedes” is a good start to this association.”

The new “Fascination Line” inspired by Mercedes-Benz created exclusively by Manish Arora shall be up for sale in all Manish Arora outlets. It would also be available for sale in major Mer-cedes-Benz dealerships shortly.

Manas Dewan, Tel. + 021 35673906 e-mail: manas.dewan@daimler.com

Ghazal Javed, Tel. +021 35673566 e-mail: ghazal.javed@daimler.com