MCM, the iconic European brand synonymous with style and classic luxury, ushered in a modern new era with the launch of its New York collection. And where better to hold such an occasion but at Saks Fifth Avenue, where the collection will be exclusively sold. The collaboration with style maven, Joy Gryson, MCM’s New York collection, which was also be available at the MCM boutique at The Shops at The Plaza, is a perfect partnership of premium heritage and contemporary direction.

The most important names in New York’s fashion and social set were present at the launch, which was hosted by supermodel COCO ROCHA and TERRON SCHAEFFER (Group SVP, Saks).  The event was attended by VIP guests, including SUNG JOO KIM (CEO of MCM) and FERN MALLIS (VP IMG), actress and model LYDIA HEARST, designer, JOY GRYSON, JESSICA WHITE (current girlfriend of Sean Penn), and  model JULIE HENDERSON. Also in attendance were New York socialites, ANN-DEXTER JONES, and EMMA SNOWDEN-JONES, Korea’s Pop sensation, RAIN, musician ALEXANDRA ALEXIS and designers ALEXIS PHIFFER and KAI MILLA.

Held in the heart of the elegant retailer, the fashion forward crowd sipped 42 Below signature vodka cocktails with the eclectic musical taste of socialite and DJ HARLEY VIERA NEWTON completing the stylish scene.

Founded in 1976, MCM has dedicated itself to designing unique and classic handbags, luggage and accessories. The famed MCM logo has been a staple signature in the global luxury market for decades. Today the brand is pleased to usher in a new era, with the celebrated collection created for those at the pulse of New York, drawing on its tradition of prestige and quality for today’s modern luxury lifestyle. Fans of the brand include Lydia Hearst, Coco Rocha, Heidi Klum, Cindy Crawford, Veronica Webb, and Patricia Field among others.

The Bryant Park, official venue for the staging of the fashion shows that form part of MERCEDES- BENZ FASHION WEEK” was the scenery for the premiére in New York of the Catalonian designer Toni Francesc, who closed the fashion shows program for the 15th September, receiving warm applauses from the nearly 500 people who attended his show.

Under the title “Water’s Mood”, Toni Francesc´s collection  for Spring-Summer 2010, offered an homage to the water in all its variants. A video installation in which several images of water could be seen – waves, currents and multiple sorts of water drops- gave the front scenery to the presentation of the collection, in which dominated a chromatic palette of blue tonalities, mixed with mauve shades. Besides that, khaki and sand tones, inspired in lakes and puddles, together with whites and grays, based in the color less quality of water. Drapes and pleatings worked on sheer materials like silk, showed an involving and sophisticated silhouette. In contrast to the soft textiles, the stiff materials, such as cotton, presented clean and very depured cuts, defining the feminine body though several details and a very depured pattern work. An original, sober and risky collection that received the applause of the public.

The Direction of the “MERCEDES BENZ FASHION WEEK” has included, at this edition in September 2009, 5 Spanish designers in its official fashion shows program. Besides Custo Dalmau and Miguel Adrover -who already are veterans at this catwalk-, three new Spanish designers have been chosen to show their creations for the first time at the shows in New York: Toni Francesc, Joaquín Trías and David Delfín –who already showed his collections in New York, but not yet in the official shows calendar-.

This event -which origins date back to the first “Fashion Press Days”, organized in the Big Apple back in 1943- is one of the most prestigious events of its kind in the world, habitually featuring the participation of many great figures within the world of fashion design, such as Oscar de la Renta, Ralph Lauren, Carolina Herrera, Donna Karan, Michael Kors, Marc Jacobs, Calvin Klein, Narciso Rodriguez, Hervé Ledger and many other designers well known around the world.

Toni Francesc, who took part at the fashion shows organized by CIBELES MADRID FASHION WEEK last February, is one of the Spanish designers showing a really strong participation at a number of international fashion shows. Special witness to this designer’s meteoric rise shows over the last two years. Although his collection was presented at the CYBERPOT CENTER in HONG KONG in January 2006, it is in Mexico where the designer has established his main international market, being a frequent participant at FASHION WEEK in MEXICO, where he has presented his designs each season since October 2006. Furthermore, the Catalan designer presented fashion parades in September 2008 and March 2009 at the most important fashion event in Russia, RUSSIAN FASHION WEEK in Moscow.

Together with all the international fashion shows at which Toni Francesc has presented his cutting-edge ideas, the presentation of his collection within the official program at “MERCEDES-BENZ FASHION WEEK” in New York is undoubtedly a considerable success for the Catalan designer, as well as for the world of Spanish fashion design in general.

Mercedes-Benz Fashion Week saw another outstanding season, as once again the iconic runways of Bryant Park hosted some of the world’s most talented designers.  The Tents featured esteemed veteran designers such as Diane Von Furstenberg, Michael Kors, Isaac Mizrahi, Tommy Hilfiger, Anna Sui, Carolina Herrera and Max Azria. Several of the season’s hottest designers like Tory Burch, Doo. Ri and Erin Wasson x RVCA displayed their talent on this global fashion platform alongside Nanette Lepore, Tracy Reese, Custo Barcelona, Nicole Miller, Charlotte Ronson and Phillip Lim.

The global media once again was focused on the business of fashion as well as on reporting on the newest designs and upcoming trends. “The designers worked long and hard to create collections to inspire their customers to once again go shopping,” said Fern Mallis, Senior Vice-President of IMG Fashion, which owns and operates the event.  And this season, our graphic theme of luggage had several subliminal meanings – from the greatest trunk show in fashion to paying homage to all the industry professionals from around the world who packed their bags and traveled to New York to attend Mercedes-Benz Fashion Week – and to also remind everyone it will soon be time to pack up our tents and move to Lincoln Center.

“Mercedes-Benz Fashion Week runway shows continue to be one of most desirable invitations to have during fashion week,” said Lisa Holladay, Brand Experience Marketing Manager at Mercedes-Benz USA.  “Design and fashion are core to the Mercedes-Benz brand so it’s our DNA to create activities that help generate excitement and energy around each season.”

Complementing the runway collections, this season, Mercedes-Benz Fashion Week presented a Spring 2010 Accessories Exhibition. It featured collections of handbags, jewelry, watches and more. Each display featured a selection from participating designers such as Alex Soldier, Ambrosi Abrianna, Bindya NY, Carlos Falchi, Isharya,  Judith Ripka, Lisa Kornman, Lulu Frost, Mercedes-Benz Collection, Sharon Van Liempt, Subversive Jewelry and accessories from W Hotels The Store.

Mercedes-Benz affirmed its commitment to excellence in design through Narciso Rodriguez, this season’s Mercedes-Benz Presents designer and a fashion retrospective that was curated by Rodriguez and Dayle Haddon, long-time model and UNICEF Ambassador.   Backstage, the Mercedes-Benz Star lounge created by Maurice Villency was inspired by Bryant Park in the fall, convertible vehicles, and it was the “spot” for celebrity, designer and customer guests looking to network and slow down the pace.   Displayed in the main lobby throughout fashion week for attendees to experience was the new 2010 E Class Coupe and E 63 AMG sedan, this season’s stars from Mercedes-Benz current collection of vehicles.

American Express® proudly returned to the Tents this season, to connect Cardmembers with many of their favorite designers and took them even deeper into the world of fashion. As one of the only opportunities for consumers to experience the excitement at Mercedes-Benz Fashion Week, Platinum Card® and Gold Cardmembers were given an up-close view of runway shows from the Jonathan Adler-designed American Express® Skybox, where designers and industry influencers mingled with Cardmembers and Skybox Host Kate Nobelius to share their personal fashion insights and unique industry perspectives. American Express® partnered with acclaimed fashion designer Phillip Lim this season to present a unique runway experience exclusively for card members on Thursday, September 17, 2009.  The evening featured insights from Lim, and hosts André Leon Talley and Linda Fargo into 3.1 phillip lim looks currently available at retail, followed by an encore presentation of the 3.1 phillip lim Spring/Summer 2010 collection that debuted to press and industry guests the previous day. As a true supporter of the industry, American Express® donated proceeds from the sale of event packages as part of its $250,000 donation to the CFDA/Vogue Fashion Fund, a CFDA program to help emerging American designers succeed in the business of fashion by providing ongoing support.

DHL returned once again be the Official Logistics Provider for Mercedes-Benz Fashion Week.  The focal point of the outer lobby, the DHL Information and Guest Services Desk, provided DHL branded literature bags for guests.

W Hotels Worldwide returned to Mercedes-Benz Fashion Week for the 12th consecutive season with its Backstage VIP Lounge, which offered celebrities, designers, models and fashion’s elite the ultimate escape from the runway lights…..a glittering retreat of poolside glam. Designed by ICRAVE, this season the W Backstage VIP Lounge was inspired by W’s existing and upcoming WET pool decks at W Hotels around the globe, from South Beach to Hong Kong, Santiago to Vieques Island, and Doha to Hollywood.

TRESemmé returned for its third season as the Official Hair Care Sponsor of Mercedes-Benz Fashion Week.  TRESemmé proudly sponsored and created hair looks for the Tracy Reese, Whitney Eve, Mara Hoffman, Nicholas K. and Brian Reyes shows. Also, this season, TRESemmé partnered with Conde Nast for an exciting new “Steal the Show” campaign with Rachel Bilson, giving readers the inside scoop on hair-to-toe trends, which debuts in November. Rachel Bilson was LIVE on Tuesday, September 15th before the Brian Reyes show at the TRESemmé Hair Salon and Lounge. Additionally, throughout the week, TRESemmé stylists were on-hand in the TRESemmé Hair Salon and Lounge in the main lobby offering dry styling and touch-ups all week.

The official “Chic Little Biscuit” of this year’s Mercedes-Benz Fashion Week, LU Biscuits, best known for its delicious imported French cookies, released an ultra-chic and limited edition tin designed by fashion designer Erin Fetherston. The exclusive design provided a modern twist to the timeless LU Biscuit iconography and brought Fetherston’s passion for the brand to life.

Chambord Black Raspberry Liqueur served up its own version of style as the official liqueur of Mercedes-Benz Fashion Week. The all-natural liqueur, produced in France’s Loire Valley, was on the scene for the fourth consecutive year in the Tents at Bryant Park, maintaining its reputation for producing chic cocktails. Three signature Chambord cocktails, the Chambord Lemonade, the French Martini, and the Velvet Elvis were poured for event guests throughout the week at all of the event bars and hospitality lounges.  The bars featured Chambord bottle displays and branded collateral including napkins, condiment trays and napkin caddies to showcase their presence at the Event.  Chambord models also served the classically chic cocktails in the lobby.

As the #1 makeup brand worldwide, available in 128 countries, Maybelline New York came aboard as the exclusive makeup sponsor of Mercedes-Benz Fashion Week and brought their vast beauty expertise and inspired creativity to the world’s most respected fashion platform. Maybelline New York’s Global Makeup Artist, Charlotte Willer, lead the makeup teams at their sponsored designers’ shows, created exciting looks which easily translated from the catwalk to the sidewalk. Maybelline New York partnered with a selection of well established, as well as up-and-coming, designers and included Tracy Reese, Charlotte Ronson, Alexandre Herchcovitch, Erin Wasson x RVCA, and Michael Angel.

One Natural Experience (O.N.E.), offered water in Tetra Pak cartons to all guests frequenting the shows, backstage and throughout the Tents. This sponsorship marks the first time that carton water was featured as an official water sponsor.  O.N.E. is dedicated to the belief that access to clean water is a fundamental human right and therefore donates 100% of the profits from O.N.E Water (after operating expenses) to non-profit organizations, selecting 10-15 non-profits annually to receive funds from the sales. Tetra Pak, www.tetrapakusa.com, the company behind this modern sustainable alternative packaging, utilized by numerous brands for a variety of food products, will also made their debut at Mercedes-Benz Fashion Week, and facilitated on-site recycling.

McDonald’s McCafé returned to the Tents for a second season as the Official Coffee of Mercedes-Benz Fashion Week, continuing their successful launch of the McCafé premium brand. As the official coffee of Mercedes-Benz Fashion Week, the McCafé Lounge was the place for show attendees to refresh and treat themselves to the full line of beverages, including espresso-based coffees such as cappuccinos, lattes, mochas, iced lattes and iced mochas, as well as Premium Roast brewed coffees and hot chocolate.

Palm, Inc., the maker of the new Palm®, Pre™ phone and groundbreaking Palm webOS™ platform, was excited to be a first-time sponsor of Mercedes-Benz Fashion Week.  All Mercedes-Benz Fashion Week attendees were invited to stop by the Palm Gallery, located in the Main Lobby, to experience Palm’s blend of design and innovation in their must-see space, inspired by the artistry of one of California’s most promising designers.
MyGoodDeed.org and the 9/11 Day of Service and Remembrance partnered to promote an online Designer Auction.  They were on-site on Friday, September 11th in the Center Deck Space to raise awareness about their initiatives and encourage guests to sign up for MyGoodDeed.org. Fashionistas can still log on to bid for items from some of their favorite designers. .

Peroni returned as the official Beer of Mercedes-Benz Fashion Week and was poured for event guests throughout the week at all the event bars and hospitality lounges.  Each bar featured prominently displayed Peroni bottles and other collateral to showcase their presence at the Event.  Chicly dressed Peroni models roamed the Lobby and served guests ice cold and refreshing Peroni.

Rowenta, as the Official Garment Care, provided products for use backstage in the Tent, Promenade and Salon.  Rowenta also offered designers a personal garment care consultation at their studios in advance of the Event and included a premium product in the Official Gift Bag to keep guests looking sharp throughout the week.

Tenjune created the Café Bar, which was branded with the EMM Group logo in addition to their properties: Tenjune, SL, Abe & Arthurs and The Chandelier Room.

The celebrities in attendance at Mercedes-Benz Fashion Week included Bruce Willis and wife Emma Willis, Lucy Liu, Taylor Swift, Martha Stewart, Sarah Ferguson, Leighton Meester, Blake Lively, Rachel Bilson, Mischa Barton, Amanda Bynes, Tyson Beckford, Penn Badgley, Mickey Rourke, Michael Douglas, P. Diddy, Naomi Watts, Gabrielle Union, Taylor Momsen, Shannon Elizabeth, Solange Knowles, Mary-Louise Parker, Rosario Dawson,  January Jones, Mena Suvari, Tiffani Amber Thiessen, Diana Ross, Ciara, Kim Kardashian, Alexa Chung, Lauren Conrad, Kelly Rutherford, Amerie, Estelle, Ivana Trump, Joy Bryant, Emily Blunt, Mariska Hargitay, Allesandra Ambrosio, Marissa Miller, Nicki Hilton, Melania Trump, Tim Gunn,J Alexander, Nigel Barker, Rachel Zoe, Kelly Rowland, Stephanie March, Olivia Thirlby, Kathy Griffin, Whitney Port, Tori Spelling, Jessica Stroup, Anna-Lynn McCord, Kellan Lutz, Alexa Chung, Alison Brie, Fran Drescher, Katrina Bowden, Mark Ronson, Samantha Ronson, Jennifer Esposito, Olivia Palermo, Anastasija Kondratjeva, Anna Cleveland, Carmen Kass, Charlotte Hoyer, Christina Carey, Constance Jablonski, Daul Kim, Lakshmi Menon, Veronica Webb, among many others.

The official Mercedes-Benz Fashion Week schedule kicked off with Michael Angel and was followed by BCBGMAXAZRIA, Davidelfin, Duckie Brown, Mara Hoffman, Nicholas K, Whitney Eve, Ports 1961, Rosa Chà, Cesar Galindo, Cynthia Steffe, Yigal Azrou?l, Twinkle by Wenlan, Charlotte Ronson, Monarchy Collection, Leifsdottir, Nicole Miller, ARISE African Promise Collective, Erin Wasson x RVCA, Venexiana, Lacoste, Georges Chakra, Andy & Debb, Academy of Art University, Christian Siriano, Chado Ralph Rucci, Vivienne Tam, Lela Rose, Derek Lam, Toni Maticevski, DKNY, Thuy, Hervé Léger by Max Azria, Diane Von Furstenberg, Rebecca Taylor, Y-3, Tuleh, Custo Barcelona, Vassilios Kostetsos, Carolina Herrera, Carlos Miele, Jill Stuart, Tracy Reese, Donna Karan New York, Yeohlee, Tadashi Shoji, TonyCohen, Gottex, Badgley Mischka, Brian Reyes, Pamella Roland, MAX AZRIA, Dennis Basso, Willow, Tibi, Mercedes-Benz presents Designer – Narciso Rodriguez, Toni Francesc, Tory Burch, Michael Kors, Nanette Lepore, 3.1 Phillip Lim, Milly by Michelle Smith, Alexandre Herchcovitch, Anna Sui, Maria Pinto, Doo.Ri, Ralph Lauren, Allude, Isaac Mizrahi, Trias, Calvin Klein Collection, Chocheng, Argentine Designer Collections and Tommy Hilfiger.

Akvinta® Vodka, the First Mediterranean Luxury Vodka, is proud to announce their partnership with IMG Fashion as the official vodka of Mercedes-Benz Fashion Week.  Akvinta, which launched in the UK last year and officially launched in the US this month, will be available at all bars in the tents, including the main lobby bar, as well as the hospitality bars (IMG, Mercedes-Benz and American Express Skybox). Akvinta Vodka will also be featured in numerous cocktails throughout Fashion Week, most notably our signature cocktail, the Akvinta Gold Cooler.

“We are extremely excited to announce Akvinta® Vodka’s US launch this month building on a very successful introduction in the UK last year,” said Jeff Becker, President, Akvinta USA Inc. “What better way to introduce Akvinta to New York then to do so at the most important fashion event of the season? We’re honored to officially launch at Mercedes-Benz Fashion Week and we look forward to an ongoing presence in the fashion industry as we become available across the country.”

Mercedes-Benz Fashion Week is all about the fabulous clothes on the runway, but what makes these clothes really work…and makes them personal is how they are accessorized! The most important element to a flawless ensemble is the bold necklace, the earrings…the all important handbag.

This season Mercedes-Benz Fashion Week is pleased to present an exclusive preview to all the hot new trends in accessories for Spring/Summer 2010. Visit the ‘Accessories Exhibit’ in the main lobby tent to see and celebrate these irresistible elements of fashion.

Featured designers include accessory veterans and some fresh new faces such as…

Ambrosi Abrianna
Blending Ambrosi and Abrianna’s individual tastes and creativity, their first handbag collection presents quality products built from a range of truly distinctive designs and materials, including crocodile, python and ostrich leathers that are collected from around the world and sent to Paris and Milan for handmade construction.

W Hotels The Store
Inspired by the design of five new international watches, these new W boutiques present a unique collection which exemplifies the fashionable spirit of the W Hotel franchise around the world. It features exclusive items from such acclaimed designers as Rachel Leigh, Lauren Merkin, Alex and Ani, and Foley & Corrina.

Lisa Kornman Luxe
Lisa Kornman’s collection began in 2000, crafting handbags from the finest Italian vegetable tanned leathers, exotic skins and unique hardware. Each piece evokes both individuality and a ladylike sensibility with its signature clutches and satchels.

Subversive Jewelry
Subversive introduces the new diffusion line inspired by the New-Dadaist Memphis Design movement of the 1980′s and created for those with an eye for proportion and balance. The collection explores a wide variety of materials such as gold toned metals, semi-precious stones and rhinestone chains.

Isharya
The hot up-and-coming designer draws influence from the Indian royalty and the International Art Nouveau style of the early 20th century. Every season the sister-in-law duo never fails to create luxurious collections with original materials and global appeal.

Bindya NY
Bindya NY’s effortlessly chic and luxurious wearable art is styled for every personality and inspired by the designer’s trips to Paris and India. The collection is most famous for their tie-dyed cashmere scarves, gauzy shawls and fabulous wraps made from the finest quality blends of cashmere, wool and silk.

Judith Ripka
This line of fine jewelry makes a woman feel beautiful in either blue jeans or a little black dress. Two distinct collections, the 19k Couture Collection and Silver Collection are celebrated by the red carpet elite for it modern elegance and sophistication.

Lulu Frost
This fashion forward collection presents a fusion of old and new. Lulu searches for one-of-a-kind period antiques and reinterprets these rare finds by combining them with unexpected modern elements and stylistic treatments to create the most interesting and beautiful collection possible.

Alex Soldier
This magnificent collection is a work of art, representing a constantly evolving combination of shape, color and texture. His designs reveal a true passion for distinction and introduce innovative techniques for decorating metal surfaces and pushing the boundaries of traditional craftsmanship.

Carlos Falchi
In 1979 Carlos Falchi made his first deconstructed bag, the unlined buffalo satchel, that launched his career as a distinctive and detail oriented designer dedicated to the quality of the products and how the colors, styles and shapes make a woman feel. His revolution in handbag making has catapulted his career into the big leagues, designing for runway collections, celebrities, television, and major motion pictures.

Mercedes-Benz Lifestyle Collection
For over a decade, Mercedes-Benz has offered an exclusive collection for the vehicle enthusiast. The collection includes fashionable women’s and men’s apparel, accessories, luggage and watches designed by Tourneau. Signature pieces include the “Seatbelt Bag”, made from genuine seatbelt material and Mercedes-Benz pedal cars. Beginning fall 2009 they will also be partnering with Nike Golf for a series of new accessories.

In addition to the world’s leading accessories partners, the official Mercedes-Benz Fashion Week schedule includes a fill line up of runway shows from Michael Angel, BCBGMAXAZRIA, Davidelfin, Duckie Brown, Mara Hoffman, Nicholas K, Whitney Eve, Ports 1961, Rosa Chà, Cesar Galindo, Cynthia Steffe, Yigal Azrou?l, Twinkle by Wenlan, Charlotte Ronson, Monarchy Collection, Leifsdottir, Nicole Miller, ARISE African Promise Collective, Erin Wasson x RVCA, Venexiana, Lacoste, Georges Chakra, Andy & Debb, Academy of Art University, Christian Siriano, Chado Ralph Rucci, Vivienne Tam, Lela Rose, Derek Lam, Toni Maticevski, DKNY, Thuy, Hervé Léger by Max Azria, Diane Von Furstenberg, Rebecca Taylor, Y-3, Tuleh, Custo Barcelona, Vassilios Kostetsos, Carolina Herrera, Carlos Miele, Jill Stuart, Tracy Reese, Donna Karan New York, Yeohlee, Tadashi Shoji, TonyCohen, Gottex, Badgley Mischka, Brian Reyes, Pamella Roland, MAX AZRIA, Dennis Basso, Willow, Tibi, Narciso Rodriguez, Toni Francesc, Tory Burch, Michael Kors, Nanette Lepore, 3.1 Phillip Lim, Milly by Michelle Smith, Alexandre Herchcovitch, Anna Sui, Maria Pinto, Doo.Ri, Ralph Lauren, Allude, Isaac Mizrahi, Trias, Calvin Klein Collection, Chocheng, Argentine Designer Collections and Tommy Hilfiger.

Mercedes-Benz Fashion Week is proud to introduce some highlights from this season’s official sponsors. Each of these sponsors will be providing hospitality, services and amenities to make this exciting week of shows as enjoyable and pleasant as possible for all attendees. Detailed below is featured sponsor news for the Spring/Summer 2010 Collections.

DHL
·         DHL returns once again to Mercedes-Benz Fashion Week for the sixth season as the Official Logistics Provider of IMG’s Fashion Weeks in the U.S. and around the world.
·         As the world’s leading logistics service provider for the fashion industry, DHL’s presence in more than 225 countries and territories ensures that the latest collections from international designers arrive at fashion shows around the world on time.
·          Helping to iron out all the details of international shipping, DHL is offering a free 26 page importing handbook for the fashion industry

American Express®
·         American Express® is proud to return to the Tents this season, connecting Cardmembers with many of their favorite designers and taking them even deeper into the world of fashion through memorable experiences under the Tents at Bryant Park.
·         As one of the only opportunities for real consumers to experience the excitement at Mercedes-Benz Fashion Week, Platinum Card® and Gold Cardmembers will be given an up-close view of runway shows from the Jonathan Adler-designed American Express® Skybox, where designers and industry influencers will mingle with Cardmembers and Skybox Host Kate Nobelius to share their personal fashion insights and unique industry perspectives.
·         American Express® has partnered with acclaimed fashion designer Phillip Lim this season to present a unique runway experience exclusively for card members on Thursday, September 17, 2009 at 10:00pm.  The evening will feature insights from Lim, and hosts André Leon Talley and Linda Fargo into 3.1 phillip lim looks currently available at retail, followed by an encore presentation of the 3.1 phillip lim Spring/Summer 2010 collection that debuted to press and industry guests the previous day.
·         As a true supporter of the industry, American Express® will donate proceeds from the sale of event packages as part of its $250,000 donation to the CFDA/Vogue Fashion Fund, a CFDA program to help emerging American designers succeed in the business of fashion by providing ongoing support.

W Hotels Worldwide
·         W Hotels Worldwide returns to Mercedes-Benz Fashion Week for the 12th consecutive season with its Backstage VIP Lounge, offering celebrities, designers, models and fashion’s elite an escape from the “scene” behind the scenes.
·         Designed by ICRAVE, this season the W Backstage VIP Lounge has been inspired by W’s existing and upcoming WET pool decks at W Hotels around the globe, from South Beach to Hong Kong, Santiago to Vieques Island, and Doha to Hollywood.
·         In support of W Hotels’ passions for Fashion and Entertainment, W’s Backstage VIP Lounge will feature a 3-track preview of the next W CD along with surprise music and fashion moments throughout the week.
·         W Hotels is an innovative contemporary lifestyle brand and the hotel category buster with 33 hotel and retreat properties in the most vibrant destinations around the world.

TRESemmé
·         TRESemmé will be proudly sponsoring and creating hair looks for the Tracy Reese, Whitney Eve, Mara Hoffman, Nicholas K. and Brian Reyes shows.
·         TRESemmé is partnering with Conde Nast for an exciting new “Steal the Show” campaign with Rachel Bilson, giving readers the inside scoop on hair-to-toe trends, debuting in November. Rachel Bilson will be LIVE on Tuesday, September 15th before the Brian Reyes show at the TRESemmé Hair Salon and Lounge.
·         TRESemmé stylists will be on-hand in the TRESemmé Hair Salon and Lounge in the main lobby offering dry styling and touch-ups all week or attendees may also visit the TRESemmé Hair Salon and Lounge to watch live runway feeds throughout the week on their flat screen TV. The TRESemmé Hair Salon and Lounge is equipped with laptop computers, allowing guests to check out exciting posts and exclusive videos at www.TRESemme.com/BryantPark.
·         TRESemmé will be sampling their #1 selling Moisture Rich Shampoo and Conditioner along with their TRESemmé TRES Two Hairspray.

LU Biscuits:
·         The official “Chic Little Biscuit” of this year’s Mercedes-Benz Fashion Week, LU Biscuits, best known for its delicious imported French cookies, will be releasing an ultra-chic and limited edition tin designed by fashion designer Erin Fetherston.
·         The exclusive design provides a modern twist to the timeless LU Biscuit iconography and brings Fetherston’s passion for the brand to life.
Chambord:
·         Chambord Black Raspberry Liqueur will be serving up its own version of style as the official liqueur of Mercedes-Benz Fashion Week.
·         The all-natural liqueur, produced in France’s Loire Valley, will be on the scene for the fourth consecutive year in the Tents at Bryant Park, maintaining its reputation for producing chic cocktails.
·         The cocktails Chambord will feature are: The Classic Chambord French Martini, The Velvet Elvis (a rocking combination of Chambord and Jack Daniel’s) and for the calorie conscious, The Chambord Lemonade (Vodka, Chambord and sugar free lemonade).

Maybelline New York:
As the #1 makeup brand worldwide, available in 128 countries, Maybelline New York has signed on as the exclusive makeup sponsor of Mercedes-Benz Fashion Week and will bring their vast beauty expertise and inspired creativity to the world’s most respected fashion platform.
Maybelline New York’s Global Makeup Artist, Charlotte Willer, will lead the makeup teams at their sponsored designers’ shows, creating exciting looks easily translatable from the catwalk to the sidewalk.
Maybelline New York will partner with a selection of well established, as well as up-and-coming, designers at the Tents including: DKNY, Tracy Reese, Charlotte Ronson, Alexandre Herchcovitch, Erin Wasson x RVCA, and Michael Angel.
To discover Maybelline New York’s makeup looks for fashion week and find out about the latest and greatest spots in NYC, log on to www.maybellinelovesfashion.com starting September 10, 2009.
To get the insider’s scoop on everything fashion week, follow the Maybelline insider on Twitter at www.twitter.com/MNYInsider.

O.N.E. Water
·         One Natural Experience (O.N.E.), offers water in Tetra Pak cartons which will be available to all guests frequenting the shows, backstage and throughout the Tents. This sponsorship marks the first time that carton water will be featured as an official water sponsor.
·         O.N.E. is dedicated to the belief that access to clean water is a fundamental human right and therefore donates 100% of the profits from O.N.E Water (after operating expenses) to non-profit organizations, selecting 10-15 non-profits annually to receive funds from the sales.
·         Tetra Pak, www.tetrapakusa.com, the company behind this modern sustainable alternative packaging, utilized by numerous brands for a variety of food products, will also be making its debut at Mercedes-Benz Fashion Week, where they will be facilitating on-site recycling.

McCafé Coffees
·         McCafé Coffees is the collection on everyone’s lips this September when attendees from around the world indulge in the latest in coffee couture.
·          As the official coffee of Mercedes-Benz Fashion Week, the McCafé Lounge is the place for show attendees to refresh and treat themselves to the full line of beverages, including espresso-based coffees such as cappuccinos, lattes, mochas, iced lattes and iced mochas, as well as Premium Roast brewed coffees and hot chocolate.
·         All McCafé Coffees start with fully-ripened Arabica coffee beans from Central and South America and Indonesia. From there, each drink is made to order with quality ingredients like caramel, hazelnut, vanilla and sugar-free vanilla syrups, rich chocolate, frothy steamed milk and whipped cream
·         McCafé will also be hitting the runway as a sponsor for menswear designer duo Duckie Brown’s Spring 2010 Collection show. McDonald’s will be providing McCafé coffee backstage before and after the Duckie Brown show.

Palm, Inc.
·         Palm, Inc., the maker of the new Palm(r) Pre(tm) phone and groundbreaking Palm webOS(tm) platform, is excited to be a first-time sponsor of Mercedes-Benz Fashion Week.
·         All Mercedes-Benz Fashion Week attendees are invited to stop by the Palm Gallery, located in the Main Lobby, to experience Palm’s blend of design and innovation in their must-see space, inspired by the artistry of one of California’s most promising designers.

The New York Times
·         The New York Times Style Magazine will distribute a commemorative tote bag during Mercedes-Benz Fashion week at select venues. The tote was designed exclusively for The New York Times’ 5th anniversary by the acclaimed fashion designer Karl Lagerfeld and will feature a Chanel-inspired New York Times logo. Inside the tote bag will be the 5th anniversary issue of The New York Time’s Women’s Fashion and the September 13, 2009 Men’s Fall Fashion issue.

The official Mercedes-Benz Fashion Week schedule kicks off with Michael Angel followed by BCBGMAXAZRIA, Davidelfin, Duckie Brown, Mara Hoffman, Nicholas K, Whitney Eve, Ports 1961, Rosa Chà, Cesar Galindo, Cynthia Steffe, Yigal Azrou?l, Twinkle by Wenlan, Charlotte Ronson, Monarchy Collection, Leifsdottir, Nicole Miller, ARISE African Promise Collective, Erin Wasson x RVCA, Venexiana, Lacoste, Georges Chakra, Andy & Debb, Academy of Art University, Christian Siriano, Chado Ralph Rucci, Vivienne Tam, Lela Rose, Derek Lam, Toni Maticevski, DKNY, Thuy, Hervé Léger by Max Azria, Diane Von Furstenberg, Rebecca Taylor, Y-3, Tuleh, Custo Barcelona, Vassilios Kostetsos, Carolina Herrera, Carlos Miele, Jill Stuart, Tracy Reese, Donna Karan New York, Yeohlee, Tadashi Shoji, TonyCohen, Gottex, Badgley Mischka, Brian Reyes, Pamella Roland, MAX AZRIA, Dennis Basso, Willow, Tibi, Narciso Rodriguez, Toni Francesc, Tory Burch, Michael Kors, Nanette Lepore, 3.1 Phillip Lim, Milly by Michelle Smith, Alexandre Herchcovitch, Anna Sui, Maria Pinto, Doo.Ri, Ralph Lauren, Allude, Isaac Mizrahi, Trias, Calvin Klein Collection, Chocheng, Argentine Designer Collections and Tommy Hilfiger.

Title sponsor Mercedes-Benz is joined by DHL, American Express®, W Hotels Worldwide, TRESemmé, LU Biscuits, Peroni, Chambord, Maybelline New York, O.N.E. One Natural Experience, McDonald’s McCafé, and Palm, Inc., as well as the following media outlets The New York Times, Women’s Wear Daily, and Getty Images.

Fashion Week, Creative Director Mykel C. Smith announces MX ESSENTIALS debut collection ” The Star Collection” during New York’s famed fashion week in September. “As creative director it is an honor to work with MX ESSENTIALS in developing the visual image of the brand”., said Mykel

Maria Moore the creative chemist of MX ESSENTIALS is destined to garner a reputation for being on the pulse, fashionable, innovative, and fun-much like Maria Moore the latino entrepeneur. From unique products, to naming her collection ” The Star Collection” with a wicked sense of humor and undeniably glamorous formulas, MX ESSENTIALS truly lives up to the brand’s philosophy: “It’s not where you come from, but where you are going”

With the hottest color combinations and the ability to customize your look, MX ESSENTIALS delivers revolutionary, cutting-edge cosmetics, state of the art simplicity and a high-fashion finish. No matter what the look, MX ESSENTIALS allows you the power to be whomever you want which is the perfect way for a woman to express yourself.

With Mercedes-Benz Fashion Week around the corner, CUSTO BARCELONA is proud to announce its move from The Promenade to The Tent. The brand has presented two collections per year at New York Fashion Week for over twelve years. This September, due to a consistently overwhelming response from national and international media outlets, buyers, opinion leaders and VIP’s CUSTO BARCELONA will move the show into the largest venue offered by IMG. In a time of downsizing and cutbacks from other designers, CUSTO BARCELONA is expanding in size and striving in all business endeavors. This change of venue is integral to the growth of the CUSTO BARCELONA brand and representative of Custo Dalmau’s position as one of the fashion industries fearless risk-takers.

“The runway is experimental for us. Where we introduce new techniques, take risks, and have fun” states Custo Dalmau.

About Custo Barcelona

Custo Barcelona is a European designer brand based in Barcelona, Spain, with 80 stores in 35 countries worldwide including 18 in the United States. Custo Barcelona caters to women, men and children with a European flair, a love for the arts, adventurous, confident and with an independent sense of style. The company counts on a global fan base rather than customers due to the passion associated with the brand which is directly related to the Mediterranean passion emitted from the designer Custo Dalmau himself.