Mercedes revs up its fashion quotient in India with Manish Arora

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

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

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

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