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.

Mercedes-Benz Fashion Week enjoyed a stellar season, as the runways of Bryant Park once again featured talented designers from all parts of the globe.  The Tents hosted plenty of veteran designers such as Diane Von Furstenberg, Michael Kors, Tommy Hilfiger, Anna Sui, Zac Posen, Carolina Herrera and Max Azria (for three shows), brought their classic elegance and focused designs to the fashion industry throngs. Several of the season’s newcomers, like William Rast (with Justin Timberlake & Trace Ayala in tow), Mackage, Adam and ThisDay/ARISE African Fashion Collective also received their chance to display their talent on the global fashion stage. They, along with others from Nanette Lepore, Tracy Reese and Dennis Basso showed their collections to great praise from the world’s press in Bryant Park. Highlighting the fashion parade were 50 fabulous looks from 50 designers to celebrate Barbie®’s 50th anniversary.

“With all eyes, pens, cameras, microphones on the fashion industry this week, asking and reporting on the economic climate’s affect on fashion, the consensus is very clear that the designers have all worked long and hard to design collections to inspire shoppers to get back in the stores,” said Fern Mallis, Senior Vice-President of IMG Fashion. “From a variety of new basics and investment clothes, to colorful happy looks that lift us all and make it irresistible, the energy in the Tents, around the city, the parties, receptions and attendance throughout week was as good as ever!”

“Mercedes-Benz Fashion Week continues to hold its poll position as the premier fashion event in the United States. Despite ever-changing economic conditions, design and creativity were in abundance this past week on the runways and throughout the Bryant Park Tents,” said Lisa Holladay, Brand Experience Marketing Manager at Mercedes-Benz USA.

Celebrating the link between automotive and fashion design, Mercedes-Benz sponsored the official opening event for Mercedes-Benz Fashion Week at Shang restaurant on Friday, February 13th in New York City’s Lower East Side. The head-turning, limited edition SL65 AMG Black Series was on public display for the first time in New York City at the event. A special acoustic performance by The Virgins rounded out the evening for designer, industry notable and celebrity guests which included Michelle Trachtenberg, Amanda Bynes, Brittany Snow, Christian Siriano, Tyrese, Kellie Pickler, Katie Lee Joel, Camille Guaty, Yigal Azrouël, Ryan Leslie, Jessica Stam, Eugenia Silva, Damien Fahey, Bethany Frankel and Grammy winner Chrisette Michelle.

Connecting with the colorful and optimistic looks seen on the runway, this season’s backstage Mercedes-Benz Star Lounge, was the result of a collaboration with Eric Villency, President and CEO of Maurice Villency on a design that embraced bright colors and whimsical motifs. During the week, the Star Lounge was the backstage destination for celebrities, VIP’s, press and Mercedes-Benz customer guests. Special events in the lounge included a champagne toast for this season’s “Mercedes-Benz Presents” designer Yigal Azrouël. Beyond backstage, two of the newest editions in Mercedes-Benz’s own collection were displayed in the front lobby, the SL63 AMG Edition IWC and the GLK350. Capturing the energy and insider buzz of Mercedes-Benz Fashion Week, Mercedes-Benz has posted behind the scenes content on You Tube, including a backstage interview with the Mercedes-Benz Presents Designer Yigal Azrouël, which is available at www.youtube.com/mbusa.

Mercedes-Benz Fashion Week kicked off the season with The Heart Truth’s Red Dress Collection 2009, continuing to raise national awareness about women’s risks of heart disease.  After the show, an online auction of the red dresses at clothesoffourback.org raised funds for the Foundation for the National Institutes of Health. The Heart Truth’s Lobby lounge distributed information about the campaign with materials about heart disease, risk factors and how to prevent it. Guests also pinned “VIACTIVâ Promises” to a branded cardboard model.

To celebrate Barbie®’s unparalleled fashion influence on Valentine’s Day, February 14th, 50 world-renowned fashion designers came together for the first time ever and showcased real-size Barbie® inspired looks in a fun, fabulous, over the top fashion show in the Tent.  In this monumental fashion celebration, designer looks were organized as the past, present and future of Barbie®.  In addition to the runway show, Barbie® filled the Lobby fountain with a fabulous display of dolls, iconic Barbie® photography and original Rootstein ‘Barbie®’ mannequins.

Reaffirming their love affair with fashion, The world’s leading journalists, editors, producers and retailers shared the front row with celebrities such as Heidi Klum, Lucy Liu, Alicia Keys, Grace Jones, Kanye West, Kate Bosworth, Selma Blair, Justin Timberlake, Jessica Biel, Claire Danes, Natasha Bedingfield, Jennifer Love Hewitt, Rachel Bilson, Taylor Momsen, Michelle Trachtenberg, Zoe Saldana, Lindsay Lohan, Samantha Ronson, Eva Longoria-Parker, Beth Ostrosky Stern, Emile Hirsch, Kim Raver, Diane Kruger, Estelle, Joshua Jackson, Aisha Tyler, Mary J. Blige, Monica, Ryan Lochte, Common, Coco Rocha, Keisha Whitaker, Molly Simms, Brittany Snow, Julia Stiles, LeAnn Marshall, Fonzworth Bently, January Jones, Emmy Rossum, Becki Newton, Eric Mabius, Matthew Settle, Minka Kelly, Kristen Bell, Sophia Bush, Akon, Paris Hilton, Nicky Hilton, Jamie Lynn Sigler, Rufus Wainwright, Annalynne McCord, Danielle Panabaker, Forest Whittaker, Amanda Bynes, Jessica Stroup, Mischa Barton, Kim Kardashian, Khloe Kardashian, Tim Gunn, JC Chasez, Damien Fahey, Solange Knowles, Aubrey O’Day, Dean McDermott, Tori Spelling, Mario, Joy Bryant, Kat deLuna, Kelly Pickler, Kellan Lutz, Rex Lee, Christopher Meloni, Calvin Pace, Carolina Bacardi, Derek Watkins, Faune Chambers, Kiera Chaplin, Leigh Lezark, Lily Collins, Veronica Webb, Alexie Gilmore, Camille Gauty, May Anderson, Vernon Davis, Mark Idelicato, Erin Lucas, Dayana Mendoza, Gretta Monahan, Ovie Mughelli, Darrelle Revis, Crystal Stewart, Tamara Feldman, Irina Pantaeva, Joanne DeGuardiola, Lydia Finet, Suzanne Johnson, Eva Amurri, Rob and Marisol Thomas, Alison Brie, Casey Spooner, Terence Koh, Alexandra Richards, Marky Ramone, Leven Rambin, Alexie Gilmore, Camille Guaty, Katrina Bowden, Mickey Rourke, Shane Grimes, Tamara Feldman, Rufus Wainwright, Laura Albert, Nicole Richie, Diana Ross, Katherine McPhee, Zoe Kravitz, Reggie Bush, Rosin Murphy, Julianne Margulies, Cheyenne Jackson, Jane Krakowski, Nastia Lukin, Sandra Bernhard, among others.

Mercedes-Benz Fashion Week would not be possible without the generous support of its sponsors.  The hospitality, services, products, samples and amenities the sponsors provided contributed to make an exciting week of shows as enjoyable and pleasant as possible for all attendees.

American Express hosted Gold, Platinum and Centurion Cardmembers in their exclusive Skybox overlooking the Tent and the Promenade. They viewed runway shows with a level of access like no other in a space designed by Jonathan Adler, design expert and lead judge on Bravo TV’s Top Design. This season, the Skybox host, Kate Nobelius, provided Cardmembers with her personal insight into the runway action and VIP players.  Cardmembers also had exclusive access to a consultation with a Bergdorf Goodman personal shopper, who was in attendance during each Skybox session.

As if viewing the latest fashions wasn’t enough, Chambord was back in the Tents as the Official Liqueur sponsor of Mercedes-Benz Fashion Week.  Their products and signature cocktails were featured at all of the event bars and hospitality lounges.  This season they showcased the Chambord French Martini, Chambord Lemonade and the Velvet Elvis.  Celebrating this year’s theme, “the art of the fashion illustration”, Chambord’s artists in residence at the Chambord booth personalized a 5-7 minute digital fashion portrait and memorialize editors, celebrities and industry guests in their favorite fashion frocks and finery.  All portraits were downloadable and could be used for stationery, Facebook updates and more.

DHL, the Official International Express Delivery and Logistics Provider for Mercedes-Benz Fashion Week, sponsored the DHL Information and Guest Services Desk, and provided DHL branded literature and bags for guests.  DHL hawkers distributed The Daily Front Row from branded messenger bags and DHL runners also assisted with sponsor seating.  DHL also provided branded luggage tags for the official event gift bag.

Just in time for spring, Havaianas brought back their popular “Spin the Wheel” game in their Lobby space.  Guests had the chance to spin for a prize which included various types of candy and branded premiums.  Havaianas will also hosted “Make Your Own Havaianas” exclusively for guests of IMG Fashion and American Express in the American Express Skybox and the IMG Lounge.

Judith Ripka hosted their elegant “boutique-style” space in the Lobby to display their season’s 18k Couture jewelry collection.  Their VIP guests tried on pieces in between attending runway shows.  Judith Ripka also hosted a reception in the IMG Lounge to celebrate their new ad campaign featuring Shoshanna Lonstein Gruss.  Reception guests will include Shoshanna, her close friends and invited press.

Who doesn’t like a little make over? M?A?C Cosmetics, the Official Cosmetics sponsor of Mercedes-Benz Fashion Week, entertained show-goers in the Lobby with an artist demonstrating the latest make-up trends, and they gave away face charts and pens.  Guests enjoyed water and wireless access from the M?A?C Cosmetics booth as well as today’s music.  Backstage the M?A?C Cosmetics
lounge was the hub of the beauty editor world, providing a quiet place to do interviews or speak to the fashion world through their metv video booth.  Here, editors, designers and fashion’s elite video taped themselves with their messages which were uploaded to style.com.  After 24 hours, the videos were uploaded M?A?C Cosmetics’ youtube site and distributed to industry bloggers.

This season’s attendees had TRESemmé fix their winded hair as the Official Hair Care Sponsor of Mercedes-Benz Fashion Week returned to the Tents.  Not only did TRESemmé create beautiful looks on the runway at the Tracy Reese and William Rast shows, but it also created chic looks on Mercedes-Benz Fashion Week guests in the TRESemmé Hair Salon and Lounge in the Lobby.  Stylists provided touch-ups and TRESemmé ambassadors sampled their fabulous hair care products to guests throughout the week.

Through its “Style and Strength for Life” campaign, the VIACTIVâ Brand, in partnership with breakout fashion designer Ashleigh Verrier and her mother and business partner Jude Verrier, launched a year-long initiative during Mercedes-Benz Fashion Week to educate women.  VIACTIVâ samples were available in the Lobby throughout the week and VIACTIVâ girls, wearing Verrier designs, interacted with guests to promote its benefits.

YKK zipper lanyards were the necklace of choice for all Mercedes-Benz Fashion Week staff and press. YKK branded Mercedes-Benz Fashion Week pocket schedule cards were available for all attendees at the DHL Information & Guest Services Desk. And to hold all your goodies from your favorite shows, YKK eco-friendly bags were distributed in the lobby, at the Café and at the Press Office for all attendees.

Always the “happening lounge”, W Hotels Worldwide returned as the Official Hotel Partner of Mercedes-Benz Fashion Week.  The W Hotels Worldwide backstage lounge was the hottest destination for VIPs and celebrities seeking some “Wuv” before and after shows.  W Hotels invited guests to groove to the live DJ and sip cocktails provided by their in-house mixologist.

Several signature cocktails and beverages served throughout the week included Peroni, Martini Gold Chocolate and Martini Gold Lemon Drop as well as Martini Gold Signature Cocktails – the Raspberry Truffle-tini and the Passionista, Coca-Cola and refreshing SmartWater. Coca-Cola and Mercedes-Benz Fashion Week joined together to create a recycling program for the Event to make the Tents “green”.  Co-branded recycling bins could be found everywhere and multiple daily pickups were made for recyclable materials including glass, plastic, aluminum and cardboard.

With Mercedes-Benz Fashion Week less than one week away, preparations are in full swing. Show producers, sponsors, designers, members of the press, models and fashion followers from around the world will convene in New York City as the Fall 2009 Collections are presented. This season’s line up includes a number of established favorites alongside emerging designers, who come together to let the fashion world know what they are up to.

“I believe Mercedes-Benz Fashion Week will bring some positive energy and activity to the industry,” said Senior Vice President of IMG Fashion, Fern Mallis. “It’s the creativity that we now need to celebrate more than ever. Our schedule is full and despite the constant focus of the economy, we will be back to business…almost as usual.”

Mercedes-Benz Fashion Week kicks off with the 7th edition of The Heart Truth’s Red Dress Collection 2009 and is followed by  Yigal Azrou?l, this season’s Mercedes-Benz Presents designer, Duckie Brown, Charlotte Ronson, BCBGMAXAZRIA, Nicole Miller, THISDAY/Arise Magazine: African Fashion Collective 2009, Academy of Art University, Venexiana, Lacoste, Georges Chakra, Andy & Debb, ADAM, Barbie™ Runway Show, Verrier, Monarchy Collection, Lela Rose, Mara Hoffman, Nicholas K, Sergio Davila, Hervé Léger by Max Azria, Thuy, Diane Von Furstenberg, Akiko Ogawa., Erin Fetherston, Miss Sixty, E.Y. Wada, Farah Angsana, Carolina Herrera, Carlos Miele, Tracy Reese, Tony Cohen, Terexov, William Rast, Cynthia Steffe, Badgley Mischka, Matthew Williamson, Pamella Roland, Diesel Black Gold, Dennis Basso, CHOCHENG, MAX AZRIA, Tibi, Domenico Vacca, Narciso Rodriguez, J. Mendel, Nanette Lepore, Michael Kors, Richard Chai, 3.1 Phillip Lim, Alexandre Herchcovitch, Milly by Michelle Smith, Anna Sui, Mackage, Tommy Hilfiger, Brian Reyes, Rebecca Taylor, Ports 1961, Christian Siriano, Custo Barcelona, Zac Posen, Project Runway, Tadashi Shoji and Chado Ralph Rucci. Walter, DKNY, Calvin Klein Men’s Collection, Y-3, Jill Stuart, Donna Karan New York, Yeohlee, Z Zegna, 1909 Victorinox, Calvin Klein Women’s Collection, Leifsdottir and Ralph Lauren are associate members on the official Mercedes-Benz Fashion Week calendar with shows off site. Further details and announcements on this event will follow.

The iconic Bryant Park Tents offer three venues this season: the Promenade, the Salon and the Tent. Over the course of 8 days, approximately 100,000 people will pass through the Tents to attend shows, meet and greet, do interviews and see the business of fashion continue from morning to night.

Title sponsor Mercedes-Benz is joined by DHL, American Express, M?A?C Cosmetics, Judith Ripka, YKK, W Hotels Worldwide, Havaianas, TRESemmé, Barbie®, The Heart Truth Campaign, VIACTIV®, Peroni, Chambord and Martini Gold Mixers as well as the following media outlets The New York Times, Women’s Wear Daily and Getty Images. Each of these sponsors will be providing hospitality, services and amenities to make the hectic week of shows as effortless and pleasurable as possible for all attendees.

In just a few weeks, fashion industry professionals from around the world will convene in the iconic Bryant Park Tents to see the Fall 2009 Collections. Creative new talent will take to the runways at Mercedes-Benz Fashion Week to showcase fashion’s most inspiring new looks. With a renewed interest in America’s designers, thanks to America’s new First Lady Michelle Obama, all eyes will be watching and reading about the shows. This season will show us how one of the world’s most creative industries and its newest crop of young talent, alongside the more seasoned ones, use the runway to express how to cope in these tough economic times.

The  talented newcomers and first-timers at the tents will be on a schedule that also includes Michael Kors, Diane Von Furstenberg, Carolina Herrera, Ralph Lauren, Calvin Klein, Zac Posen, Max Azria, Carolina Herrera,  Dennis Basso, Badgley Mischka, Tracy Reese and Tommy Hilfiger among many others, and also includes designers and collections from Brazil, China, Nigeria, Korea, Japan, Russia,  Israel, Spain, France, Italy and Australia?all of whom choose New York City as the place to present their work to the fashion world.

“We are  thrilled to bring together some of the best designers both domestic and foreign,” said Fern Mallis, Senior Vice President of IMG Fashion. „We are anxious to see what they will do, what their inspirations have been, and how they would like their customers to dress in this new age of awareness, and values in all aspects of life.  Creative people – the designers, as well as the editors, buyers, art directors, photographers, celebrities and media stars are the ones who will carry us all forward and will make Mercedes-Benz Fashion Week the place to experience, see, photograph, videotape, blog, twitter and tell the world what’s going on.”

This season designers debuting collections in the Tents for the very first time includes THISDAY/Arise Magazine, Georges Chakra, Adam, Barbie’s®, Monarchy Collection, Nicholas K, E.Y. Wada, Farah Angsana, William Rast, Chocheng, Domencio Vacca, Mackage and Christian Siriano. Some of their inspirations are:

THISDAY/Arise Magazine producers of the largest newspapers in Africa, launches ARISE Magazine, a Lifestyle and Fashion Magazine which will celebrate the best out of Africa, from fashion to business. ARISE Magazine will be producing a spectacular fashion show, presenting some of the best African fashion fesigners.

Lebanese native, Georges Chakra will bring his imaginative line reminiscent of the beautiful allure of the woman‚s personality and silhouette to the runway. His mission is to provide innovative and creative collections for self-confident women.

Cornell Grad Adam Lippes, who began his career at Ralph Lauren,  has an  uncanny ability to combine sophistication with simplicity. This season, he continues to pursue his desire “to fuse fashion with the perfect white tee.”

In celebration of Barbie’s® unparalleled fashion heritage, this season 50 world-renowned fashion designers will come together for the first time ever and showcase real-size, Barbie®-inspired looks. In this monumental fashion celebration – that only Barbie® could host ˆ designers will celebrate the past, present and future of fashion, as inspired by Barbie® doll, first launched in 1959 as the “Teenage Fashion Model.”  (To be webcast live on Barbie.com on February 14, 2009)

Eric Kim”s Monarchy Collection broadens its spectrum in combining an edgy fashionable look with his heritage of a cool California style. Having made his mark on the West Coast with hard work and talent, Kim  is bringing it cross country to the streets of the East Coast.

Nicholas K is a brother & sister duo, Nicholas and Christopher Kunz. Winners in 2007 of the Sportswear International Award for Best Fashion, this family team brings a much anticipated presence to Bryant Park.

E.Y. Wada, the line from the New York based couple Eunyoung Song and Shuji Wade will bring its artistic ready to wear style to the  Tents.  Having honed their skills at reputable design houses, Song at DKNY and Wade at Marc Jacobs and Zac Posen, their distinctive  looks can be summed up by “We don’t look at art or movies, we look at people on the street.”

Indonesian born Farah Angsana, blends fantasy and reality to make women beautiful and glamorous  and designs haute couture and high-end eveningwear.

William Rast, a Los Angeles based clothing company founded by Justin Timberlake and Trace Ayala is best known for its premium jeans. For the first time William Rast will bring the combination of his authentic southern heritage and contemporary Hollywood to the Tents.

CHOCHENG a New York City’s Parsons School of Design alum  and  Golden Thimble Award  winner has been cited “the new master of red carpet glamour”.  He inherited his love of fashion from his grandmother Betty Charnuis Yan.  Domenico Vacca, a celebrity favorite, on the red carpet for several years will bring his classic elegance and keen eye  for detail to the tents this season for the first time.

Mackage, launched by longtime friends Eran Elfassy and Elisa Dahan design, one of the most prestigious outerwear brands in North America. Their unique style is reflected in their philosophy, “when the weather calls for layering, a coat isn’t just a part of an outfit-it becomes the outfit itself.”

Christian Siriano, the  ”fiercest” and  youngest  winner ever of Season Four’s Project Runway will bring his energetic personality  and clothes to the catwalks of Bryant Park. Since winning Project Runway, he has designed for PUMA, Payless and  had his first collection  on Bluefly.com.

Mercedes-Benz Fashion Week kicks off with the 7th edition of The Heart Truth‚s Red Dress Collection 2009 and is followed by  Yigal Azrou?l, this season’s Mercedes-Benz Presents designer, Duckie Brown, Charlotte Ronson, BCBGMAXAZRIA, Nicole Miller, THISDAY/Arise Magazine: African Fashion Collective 2009, Academy of Art University, Venexiana, Lacoste, Georges Chakra, Andy & Debb, ADAM, Barbie? Runway Show, Verrier, Monarchy, Lela Rose, Mara Hoffman, Nicholas K, Sergio Davila, Hervé Léger by Max Azria, Thuy, Diane Von Furstenberg, Akiko Ogawa., Erin Fetherston, Miss Sixty, E.Y. Wada, Farah Angsana, Carolina Herrera, Carlos Miele, Tracy Reese, Tony Cohen, Terexov, William Rast, Cynthia Steffe, Badgley Mischka, Matthew Williamson, Pamella Roland, Diesel Black Gold, Dennis Basso, CHOCHENG, MAX AZRIA, Tibi, Domenico Vacca, J. Mendel, Nanette Lepore, Michael Kors, Richard Chai, 3.1 Phillip Lim, Alexandre Herchcovitch, Milly by Michelle Smith, Anna Sui, Mackage, Tommy Hilfiger, Brian Reyes, Rebecca Taylor, Ports 1961, Christian Siriano, Custo Barcelona, Zac Posen, Project Runway, Tadashi Shoji and Chado Ralph Rucci. Walter, DKNY, Calvin Klein Men‚s Collection, Y-3, Jill Stuart, Donna Karan New York, Yeohlee, Z Zegna, 1909 Victorinox, Calvin Klein Women’s Collection, Leifsdottir and Ralph Lauren are associate members on the official Mercedes-Benz Fashion Week calendar with shows off-site. Further details and announcements on this event will follow.

The iconic Bryant Park Tents offer three venues this season: the Promenade, the Salon and the Tent. Over the course of 8 days, approximately 100,000 people will pass through the Tents to attend shows, meet and greet, do interviews, and see the business of fashion continue to be done from morning to night.

Title sponsor Mercedes-Benz is joined by DHL, American Express, M?A?C Cosmetics, Judith Ripka, YKK, W Hotels Worldwide, Havaianas, TRESemmé, Barbie®, The Heart Truth Campaign, VIACTIV®, Peroni, Chambord and Martini Gold Mixers as well as the following media outlets The New York Times, Women‚s Wear Daily and Getty Images. Each of these sponsors will be providing hospitality, services and amenities to make the hectic week of shows as effortless and pleasurable as possible for all attendees.

Mercedes-Benz Fashion Week Fall 2009 Collections will be held February 13-20, 2009.