The chic and stylish Lady Gaga has changed up her look once again. It’s is not surprising that Lady Gaga changed her look to stay fresh and edgy, if anything, it is to be expected. Having sported an aquamarine wig for the past few weeks, fashion icon Lady Gaga decided to go back to her trademark platinum blond look. Lady Gaga was performing at the MTV Video Music Aid Japan at the Makuhari Messe Arena near Tokyo when the the photos below were taken.

Lady Gaga’s hair was not only back to being blond, but it was also braided and put into two buns on her head, with her fringe cut short on her forehead. When her act began, Lady Gaga had aquamarine extensions in which seemed to be intertwined into a spider-web like backdrop on stage. As she got more into the first song, Lady Gaga quickly removed herself from the web, and removed the extensions. What are your thoughts on Lady Gaga’s new hairstyle?

Disney pop star and singer Justin Bieber was at the center of a chaotic scuffle that broke out in New York City. Right outside of the famous New York City Macy’s Department store, when Justin Bieber went to go greet his adoring fans outside, they broke through the barricade and cause a huge scene and scuffle. Justin Bieber was at the Macy’s store for a promotional event for his new fragrance called “Someday”. Bieber’s PR person had to do some immediate damage control after the little scuffle.

Justin Bieber’s publicist said in an email, “This was a momentary, well-intentioned misunderstanding that was quickly resolved, and the event went very well.” When the scuffle did break out, police officers and Bieber’s personal security detail quickly surrounded him and whisked him away before any sort of harm could befall the young singer. According to the NYPD, Beiber’s reps contacted them because he wanted to go outside to greet fans so they set up small pen where he could do so.

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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 Fall 2010 Collections.

Mercedes-Benz
·         New York debut of the SLS AMG and the E-Class Cabriolet in the main tent lobby
·         Design team Mitchell Gold and Bob Williams of Mitchell Gold+Bob Williams create a relaxing environment for the Mercedes-Benz Star Lounge inspired by a Nick Knight image of supermodel Julia Stegner and the SLS AMG

DHL
For the seventh straight season, DHL is returning to the runways in New York as the official logistics provider of Mercedes-Benz Fashion Week.

Keeping its fashion industry customers up to date on the latest trends in transportation and logistics and demonstrating that no one knows the world of fashion like the international shipping and logistics specialists do, DHL is hosting a “Moving Fashion in Style” seminar during Mercedes-Benz Fashion Week.

As the specialists in international, DHL is pleased to support and sponsor this fashion event.  DHL’s global expertise, service excellence and international focus helps customers in the fashion and apparel supply chain operate efficiently and effectively.

American Express®
American Express proudly returns for a sixth season at Bryant Park, providing Cardmembers with access like true industry insiders to more than 40 designer shows under the Tents.  Inside the exclusive American Express Skybox hosted by celebrity stylist Kate Nobelius, Cardmembers will once again have a spectacular view of all the runway excitement in the Tent and Promenade show venues while mingling with the industry’s biggest names to gather personal insights into the world of fashion.

American Express is spreading the excitement under the Tents to fashionistas everywhere this season through a comprehensive network of social media activities. Those convening under the Tents will be able to experience American Express’ innovative multimedia wall in the Lobby highlighting personal tweets from some of fashion’s top designers, Skybox experts and Independent Fashion Bloggers. Fashion enthusiasts are encouraged to join the conversation under the Tents and share their fashionable experiences using Twitter and #amexMBFW to tag their tweets.

To learn more about American Express’ access to fashion, follow @AmericanExpress on Twitter, become a fan of American Express on Facebook and visit www.americanexpress.com/entertainment.

American Express proudly continues its support of emerging designers in the industry with a $250,000 donation to the CFDA/Vogue Fashion Fund (CVFF), a program of the Council of Fashion Designers of America (CFDA).

Maybelline New York
Maybelline New York’s Global Makeup Artist, Charlotte Willer, will lead the makeup teams of their sponsored designers’ shows, creating exciting looks 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 Michael Angel, Custo Barcelona, Carlos Miele, Tracy Reese and Max Azria.

During 3 exclusive special appearances at the Maybelline front of house Lounge at the Bryant Park Tents, come meet and greet with:
-       Global Makeup Artist Charlotte Willer, and hear about the latest makeup trends from the catwalk on Sunday, February 14th from 1pm to 2pm.
-       Maybelline spokesmodel and trendsetter Erin Wasson on Tuesday, February 16th from 12pm to 1pm.
-       Maybelline spokesmodel and artist Kemp Muhl on Wednesday, February 17th from 4pm to 5pm.

For Erin and Kemp’s special appearances, the first ten visitors will get signed copies of Maybelline’s exclusive limited edition 2010 Calendar printed in only 1,300 numbered copies. All the other visitors can get limited edition postcards signed.
To get the insider’s scoop, follow the Maybelline insider on Twitter at www.twitter.com/MNYInsider starting now!

W Hotels Worldwide
To showcase W’s commitment to fashion, the iconic hotel brand will once again host a unique and stylish VIP lounge backstage at Bryant Park during Mercedes-Benz Fashion Week.

As it is each season, the W Hotels Arrivals Lounge will be the most exclusive place for celebrities, socialites and fashion’s elite to mix, mingle and chill out backstage.

This season, the design of the Lounge reflects the sense of arrival and highlights our global growth as we embark upon opening nine properties in 2010 including Hollywood, Koh Samui, Vieques, Bali, London, St. Petersberg, Guangzhou, New York-Downtown and Austin.
Invited guests of the W Hotels Arrivals Lounge will be treated to complimentary champagne and Pop Burgers and have the chance to sample selected skincare products.

As music is a core passion for W, the W Hotels Arrivals Lounge will also feature celebrity DJs spinning hot tracks all week.
W Hotels Worldwide is the fastest growing luxury hotel brand in the world with 36 current properties in the most vibrant cities around the world.

TRESemmé
TRESemmé will proudly sponsor and create hair looks for Tracy Reese, Charlotte Ronson and Brian Reyes. 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.  To keep tent-goers up-to-date on Mercedes-Benz Fashion Week news, the TRESemmé Hair Salon and Lounge is equipped with a laptop computer, allowing guests to check out exciting posts and exclusive videos on TRESemme.com and on the TRESemmé Facebook page. Exclusive backstage and front row footage from the Charlotte Ronson show will also be available on TRESemme.com. TRESemmé will be sampling their NEW TRESemmé Fresh Start Dry Shampoo and Naturals Shampoo and Conditioner.

The Heart Truth Campaign
·         The Heart Truth will have several activities happening at its booth under the Tents in Bryant Park. These include:
o   Thursday, February 11 and Friday, February 12 – Diet Coke, presenting sponsor of The Heart Truth’s Red Dress 2010 Collection, will be offering samples of their special edition aluminum bottles of Diet Coke featuring The Heart Truth, along with specially made straws and napkins promoting The Heart Truth campaign and its hearth health messages.  To learn more about Diet Coke’s support of women’s heart health programs, visit www.dietcoke.com.
o   Saturday, February 13 – Columbia University Hospital will provide free heart health screenings and free wallet cards featuring heart health tips for interested visitors.
o   Sunday, February 14 – Free Red Dress Pins will be provided to guests visiting The Heart Truth booth (limited quantities).
o   Monday, February 15 and Tuesday, February 16 – Swarovski, Red Dress Collection 2010 sponsor, will be displaying their special Heart Truth jewelry collection created to raise funds for women’s heart health research. Free dark chocolate samples will be provided to those who visit the display.  To learn more about Swarovski’s Heart Truth collection, visit www.swarovski.com.
o   Wednesday, February 17 and Thursday, February 18 – Tylenol® and St. Joseph® Aspirin, Red Dress Collection 2010 sponsors, will provide free wellness hand and neck massages and free branded pill boxes.

Starbucks Frappuccino® Coffee Drink
Starbucks Frappuccino® coffee drinks is proud to be a first-time sponsor of Mercedes-Benz Fashion Week, helping attendees stay light on their feet this year with light options of popular Starbucks Frappuccino®  coffee drinks. As the official coffee sponsor of Mercedes-Benz Fashion Week, we’re celebrating the expanded Starbucks Frappuccino® Light beverage line – introducing new luxuriously sweet Frappuccino® Light Vanilla coffee drink, as well as No. 1 selling Frappuccino®Light Mocha coffee drink. Attendees are invited to visit the Starbucks Frappuccino® Coffee Drink Lounge to enjoy delicious, guilt-free Starbucks Frappuccino® coffee drinks, made with only the finest Arabica beans and high-quality ingredients with just 100 calories per bottle.

Peroni Nastro Azzurro
Peroni Nastro Azzurro is a premium beer with Italian passion and flair, renowned internationally for its exceptional taste. It’s one of the fastest-growing premium beers in the world – hot in London, Tokyo and Sydney.  In 2010, Peroni will build upon this momentum in the U.S. with a sleek, new tap handle, fitting the brand’s fashionable Italian flair.

Chambord
·         Chambord® Black Raspberry Liqueur will be serving up its own version of style with fashionable cocktails as the Official Liqueur of Mercedes-Benz Fashion Week for the fourth consecutive year.
·         The cocktails Chambord will feature are the classic Chambord French Martini, the Velvet Elvis (a rocking combination of Chambord and Jack Daniel’s) and the Chambord Manhattan (Chambord and Woodford Reserve bourbon).
·         Guests at Mercedes-Benz Fashion Week can enjoy tasty treats and confections at the Chambord booth in addition to the featured cocktails.
·         Chambord will also be unveiling arguably the world’s most expensive spirits container during the week – stay tuned for more information about the unveiling.
·         Chambord is an all-natural liqueur produced in France’s Loire Valley.

Rums of Puerto Rico
Rums of Puerto Rico, the umbrella marketing organization for the collection of the world’s finest rums, will be, for the first time, an official sponsor of Mercedes-Benz Fashion Week.

All of the rum brands represented by the program, along with signature cocktails – the “Little Pink Drink” and the “Rum Stiletto”— carefully crafted by Rums of Puerto Rico “rumeliers,” will be showcased at all the official event bars.

The brands that will be showcased during Mercedes-Benz Fashion Week are comprised of a wide range of rums that appeal to every palate and include: Bacardi, Don Q, Ron Llave, El Barrilito and Palo Viejo.

At the Bryant Park Tents, guests are able to enjoy these fine products at on-site bars and lounges, as well as during special cocktail passing hours. Guests will be entertained and provided with keepsake souvenirs during the following times:
February 14th, 2010, 7-8pm
February 16th, 2010  7-8pm
February 18th, 2010 6:30-7:30pm
During this week, Rums of Puerto Rico will also be unveiling their new advertising and marketing campaign “Reflections”

O.N.E.™ One Natural Experience
This year marks the first time that Mercedes-Benz Fashion Week in New York City is a CarbonNeutral® event.  Working in partnership with The CarbonNeutral Company, a world leading provider of carbon reduction solutions, the event’s carbon footprint has been measured and reduced to net zero through carbon offsetting. The event is supported by Tetra Pak, leading carton manufacturer, who along with natural beverage supplier O.N.E. is entering their second season of partnership with Mercedes-Benz Fashion Week to bring environmental responsibility to the event.

By matching CO2 emissions with CO2 savings from verified projects, the result is that the event has a net zero carbon footprint. Purchasing carbon credits help fund long-term forestry management of The Big River/Salmon Creeks Forests in Mendocino, CA, as well as sustainable sourcing of local natural gas at two dairy farms in Idaho.
In September 2009 and again this season, O.N.E. will serve as the official water sponsor of Mercedes-Benz Fashion Week, providing sustainable, carton-packaged water to all guests attending shows, backstage and inside the Tents.

Tetra Pak is the world leader in aseptic processing and carton packaging systems for food products. The benefits of this technology are also measured in terms of environmental sustainability and convenience. Last season, the company facilitated on-site recycling at Mercedes-Benz Fashion Week in New York. This season, Tetra Pak will underwrite the event’s CarbonNeutral® initiative and also fulfill the recycling commitment similar to September 2009.

Vevant
·         Vevant is a unique new online fashion magazine that offers cutting-edge style coverage along with professional social networking and e-commerce that lets emerging designers directly reach a targeted audience of consumers.
·         Vevant is an online media sponsor of Mercedes-Benz Fashion Week and will be generating comprehensive video coverage of the shows, including exclusive backstage and behind-the-scenes footage as well as designer interviews and show reviews.
·         Inside the Lobby, show guests are invited to stop by the Vevant lounge to post their own video blogs, receive complimentary massages, tea and hot chocolate, gift bags featuring a 3-day pass to Pure Yoga, as well as amazing daily giveaways.
·         In addition, Vevant has partnered with New York-based street graffiti artist, Phetus, to create fashion-inspired installations which will be on display and auctioned off for charity at the end of the week.

AOL, Inc.
·         AOL’s media lounge will be a one-of-a kind environment for the editorial community, serving as an environment committed to empowering the working press to share their coverage of the events of Mercedes-Benz Fashion Week with the world’s fashion enthusiasts.
AOL Inc. is a leading global Web services company with an extensive suite of online content brands, products and services that the company offers to consumers, publishers, and advertisers.

Showing in Bryant Park this season, and Associate Member shows on Mercedes-Benz Fashion Week ‘s schedule are:  Mackage, BCBGMAXAZRIA, Richard Chai, Duckie Brown, Toni Maticevski, Ports 1961, La Perla, Farah Angsana, The Heart Truth’s Red Dress Collection 2010, Mik Cire by Eric Kim, Cynthia Steffe, Project Runway, Yigal Azrou?l, Michael Angel, Christian Siriano, Nicole Miller, Charlotte Ronson, Venexiana, Lacoste, Georges Chakra, Andy & Debb, ADAM, Academy of Art University, Prabal Gurung, Twinkle by Wenlan, Irina Shabayeva, ARISE Magazine African Collective – Part III, Lela Rose, Luca Luca, Malandrino, DKNY, Rebecca Taylor, Calvin Klein Collection Men’s, Hervé Léger by Max Azria, Diane Von Furstenberg, TonyCohen, Y-3, Custo Barcelona, Vassilios Kostetsos, Zac Posen, Carolina Herrera, Carlos Miele, Jill Stuart, Tracy Reese, Donna Karan Collection, Monique Lhuillier, Yeohlee, Tadashi Shoji, Ecco Domani Fashion Foundation, Perry Ellis, Elie Tahari, Badgley Mischka, Vera Wang, Mímkho, Pamella Roland, Max Azria, Dennis Basso, Diesel Black Gold, Thuy, Tibi, Narciso Rodriguez, Toni Francesc, Tory Burch, Michael Kors, Nanette Lepore, 3.1 Phillip Lim, Milly by Michelle Smith, Reed Krakoff, Alexandre Herchcovitch, Anna Sui, Brian Reyes, Ralph Lauren, Isaac Mizrahi, Trias, Davidelfin, Calvin Klein Collection Women’s, Leifsdottir, J. Mendel, Naeem Khan and Tommy Hilfiger.

Ana Martins Public Relations, a boutique luxury goods PR firm with a niche focus in the fine jewelry and watch industries, has opened a showroom in New York’s midtown luxury district. The showroom, which houses several watch and fine jewelry brands—many new to the U.S. market — provides an industry resource for public relations, marketing, advertising, brand consulting, private sales, wholesale and e-commerce.

Located at 46 West 56th Street, AMPR Showroom provides a luxury setting for all aspects of holistic brand building, including a private retail salon, wholesale showroom, PR showroom and event location. With two primary divisions—PR and Sales—the showroom offers new and established brands the opportunity to integrate their overall business and brand building objectives in one, all-encompassing location.

“The core concept of the showroom is to provide a structured, brand-focused business model strategically designed to introduce new brands to the U.S. market,” said Ana Martins, Principal and Founder. “The showroom is a unique entity and encompasses every aspect of brand integration. We capitalize on our vast resources and strong relationships with media, private and retail buyers, to offer brands a holistic, targeted and personalized way to generate brand exposure and sales.”

One of the strategies implemented in 2009 was the first AMPR & Showroom multi-brand booth at the Couture trade show in Las Vegas. “We feel that Couture is the right venue to introduce designer jewelry and watch brands to our market. We maximize results with attainable budgets and position the brands in front of all major retailers and media outlets in the country.” said Martins. “There is nothing more rewarding than to see the press results and first time introductions of our clients to the press and to key retailers. This turn- key event, which we orchestrate and promote months in advance, utilizes our resources, contacts and promotional initiatives to generate results that otherwise can take years to accomplish .”

This summer, the company announced the launch of amprshowroom.com , a luxury, brand-focused E-boutique. The E-boutique is an extension of the products represented in the Showroom which provides a platform for targeted distribution of select brands and the opportunity to increase their presence on the Web.

Amprshowroom.com offers leading luxury brands a unique E-commerce experience based on its core mission: to sell premium and new products while allowing brands to maintain their individual identities. An inventive approach to E-Commerce, amprshowroom.com is a safe space where brands feel comfortable selling on the Web in a protected and controlled setting as they do in the existing New York showroom. The showroom fully supports the E-commerce site with a customer service department in place that facilitates day-to-day transactions with customers and relays all activities with the brands and their needs.

“Our customer service component is a distinct benefit to our e-commerce business,” continued Martins. “Individually, many brands do not have the proper infrastructure to accommodate high-volume online sales. Our holistic, brand-centric approach allows us to prioritize customer interaction and build ongoing relationships with them.”

The E-boutique is now open for business with plans to attract customers through strategic direct marketing and PR initiatives. New collections and special events will be launched and promoted via e-mail and posted in the “press room” section of the site.

About Ana Martins Public Relations and Showroom
Founded in 2001, Ana Martins Public Relations is a New York based, boutique luxury public relations firm, with a strong concentration in fine jewelry and watch category. Since its inception, AMPR has taken an atypical “in-house” approach to its agency business, offering clients hands-on, personalized services, including editorial placement, media relations, product placement, events, branding and media buying. AMPR recently opened its showroom space in midtown Manhattan to offer clients a one-stop shop destination for PR, distribution, special events, private sales and product display.

The women behind the men, were the ones that walked away with the true prizes at the President’s cup this year. The wives of the entire US President’s Cup Team including those of Tiger Woods, Phil Mickelson and Steve Stricker were recipients of the classic Sydney Evan’s beaded bracelet. Sydney Evans has transcended the Hollywood scene, creating classic jewelry styles with a bohemian edge. Her beaded bracelets and jewelry collection is coveted by actors, socialites, athletes, fashionistas and entertainment moguls. Sydney Evan designer, Rosanne Karmes, was commissioned to created the beaded bracelet for the October 6th President’s Cup. Inspired by the trophy, itself, she recreated it with 14 karat white gold and approximately ¼ carat of pave diamonds, strung on 6mm Sodalite beads. Each piece was engraved on the backside to commemorate the occasion. Recipients included Elin Woods, Amy Michelson, Nicki Stricker, Sandy Perry, Kim Johnson, Lisa Cink, Jackie O’Hair, Tabitha Furyk, Amanda Leonard, and Jennifer Glover. The bracelet values at $875.

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On October 5th, ALFANI and GQ Magazine hosted a benefit for superstar, Ne-Yo’s charity, The Compound Foundation. The ultra swanky event was held at the Stephen Weiss Studio in the West Village.  This event was designed to raise money for The Compound Foundation which provides opportunities for youth in the foster care system.

The red carpet was swarming with celebs! The celebrities included: Tiki Barber, Adrienne Bailon, Angie Martinez, Jessica White, Marc Bouwer, Lydia Hearst, Damaris Lewis, Vivica A. Fox, Darryl “DMC” McDaniels

At 9PM  Vivica A. Fox and Darryl “DMC” McDaniels were all honored that evening for their warm contributions and ongoing support to The Compound Foundation. The evening ended with a stellar performance by Ne-Yo! He was only scheduled to do 3 songs but the crowd was so energetic that he did 6, ending with a medley of songs he has written for Beyonce and Rihanna.

The night raised close to $50,000 for The Compound Foundation!

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.

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.”