Mercedes-Benz Prague Fashion Week

F/W15 and S/S16 Edition

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ZIBANa Pkop(Prague 1)&Mystic Skateparktvanice Island(Prague 7)

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Obsah: vize/mise 6 koncept 8 fakta F/W15 13 fakta S/S16 15 zahranin host aprojekty 20 marketingov kampa 26 PR amediln kampa 34 MBPFW apartnei 36 napsali ons 41

#MBPFW

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Var 2 Central

Table of Contents: vision/mission 6 concept 8 F/W15 facts 13 S/S16 facts 15 international guests and projects 20 marketing campaign 26 PR and media campaign 34 MBPFW and partners 36 wrote about us 41

#MBPFW

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MBPFW Fashion Temple ZIBA Prague Glass Experience Museum in March 2015

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vision mission

mission

Mercedes-Benz Prague Fashion Week (MBPFW) is acommercial, cultural and social platform organized and inspired by world fashion weeks. Its just two years old concept, whose primary objective is to promote Czech fashion at home as well as abroad, to introduce global rules of fashion industry in the Czech Republic and to raise awareness of fashion as local cultural heritage, has transformed MBPFW into the ultimate fashion event in the Czech Republic.

MBPFWsmission is to maintain its position of the most important element of Czech fashion industry linking designers, traders, clients, suppliers and the press. Beside the local market, MBPFW also concentrates on astrategic promotion of designers and sales support on an international level.

vision

To promote the best of Czech fashion at home and abroad. To support arenewal of fashion industry in the Czech Republic.

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concept concept

The concentration of artists, designers, young professionals and trendsetters at the venue makes MBPFW an event where various important figures from various fields meet. The unique turnout of international personalities, such as Vogue Italia and W Magazine editors, buyers and other professionals makes MBPFW one of the most significant local fashion weeks in Europe. Varied programme catwalk shows are supplemented by professional workshops with international guests, cocktail parties of famed brands (Louis Vuitton, Tory Burch) and side events in Czech fashion boutiques, studios and galleries in Prague.

concept

Mercedes-Benz Prague Fashion Week is aplatform for presenting local fashion intended for Czech and international audience, professionals, the press as well as final clients. It is aliving fusion of catwalk shows, fashion brands presentations, author exhibitions, cocktail parties and sales events. The emphasis is on quality author fashion and its original presentation by Czech and international participants likewise.

MBPFW was for the first time held twice in 2015 thus following the global rules and presenting fall/winter 2015 and spring/summer 2016 collections. It therefore enabled designers to introduce both of their principal collections, which is essential for their comparison on international scale.

After six years of its existence, the MBPFW abbreviation represents the most important fashion platform in the Czech Republic. Brand characteristics:

Acurators selection of designers and expert committees ensures the quality of the presented collections. High artistic value of the entire event shifts and broadens horizons of the Czech audience.

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Violoncellist Terezie Kovalov practising for her performance at the Pietro Filipi F/W 2015 show at March MBPFW.

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xxx F/W15 facts

F/W15

Apilot spring fashion week that introduced fall/winter 2015 collections. As it was the first spring edition and out of consideration for the designers, MBPFW was organized on asmaller scale.

1 fashion talk with world fashion legends Jessica Michault and Adam Katz Sinding

1 the first fashion andtechnology conference intheCR

1 star party in cooperation with InStyle magazine

1 historical location ZIBA Prague Glass Experience Museum

10 000 visitors

150 press accreditations

6 catwalk show segments

19 fashion designers andbrands

12 side events

Location: ZIBA Prague Glass Experience Museum MBPFW F/W15

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xxx S/S16 facts

1 Gala dinner in cooperation with HarpersBazaar magazine

1 Tory Burch boutique Opening Celebration

1 cocktail party and apresentation of the current collection at the Louis Vuitton boutique

1 world and Czech author jewellery exhibition Schmuck 2015 & K.O.V. by Eva Eisler within ZIBA

1 fashion talk with Vogue stylists and talent scout Alessandro Buzzi

10 side events

2 locations historical ZIBA and progressive Mystic Skatepark in tvanice 15 000 visitors

235 press accreditations

13 catwalk show segments

1 student section

1 competition for the youngest ones Mercedes-Benz talents

Talent 2015

28 Czech and Slovak designers and brands

1 catwalk show of prestigious London College of Fashion students

7 main programme events

S/S16Terezie Kovalov at S/S16 catwalk show Chatty S/S16

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Location: Mystic Skatepark MBPFW S/S16

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Louis Vuitton Champagne Cocktail / MBPFW S/S16

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international guests and projects

MBPFW F/W15 andMBPFW S/S16 visited by:

Alessandro Buzzi (stylist, Vogue Italia)

Jessica Michaultov (editor-in-chief, nowfashion.com)

Adam Katz Sinding (street style photographer)

Sam Walker (editor, W Magazine)

Kim Howells (fashion director, Hunger Magazine)

Becc Grayov (founder, Bloody Gray)

Tomi Paull (sales director, Plan8 showrooms)

Yoshi Kosai (owner, Doshaburi)

Daria Shapovalova (founder, Mercedes-Benz Kiev Fashion Days, More Dash showroom)

The concentration of important international guests and outputs in leading global media is unparalleled in the Czech Republic as well as in Central Europe. Therefore Mercedes-Benz Prague Fashion Week has become the only fashion week in the Czech Republic and one of the most significant ones in the entire Europe where the international press, buyers and other professionals go to discover young talents.

An international overlap also means putting Czech designers on international markets. During the last Paris fashion week, we hosted acocktail party for the press and buyers in the Bloody Gray showroom, where Martina petlov and newly also Chatty present their work. The designers were singled out by the agencysfounder Becc Gray at the Prague fashion week in September.

An overlap into international markets is one of the central reasons for Mercedes-Benz Prague Fashion Weekendsexistence. Following the event in September 2014, we have been able to lure interesting guests to both Mercedes-Benz Prague Fashion Weekseditions, including the most important names of global fashion industry, according to The Business of Fashionsranking, such as journalist Jessica Michault or young talents promoter, street style icon and the director of Kiev fashion days Daria Shapovalova.

In 2015 Czech designers appeared in on-line versions of legendary magazines Vogue Italia and WMagazine. Our designers creations thus reached readers from all over the world. Moreover, in spring, thanks to astreet style story by popular photographer Adam Katz Sinding, MBPFW appeared on prestigious Style.com (today VogueRunway.com) portal.

international guests and projects

international guests and projects

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Nowfashion.com Author: Jessica Michault

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Prague Fashion Weekend Displays18 DesignersPRAGUE Eager toattract the attention ofinternational buyers and press, 18 Czechdesigners participated in the inauguralspring edition of Mercedes-Benz PragueFashion Weekend, held at the ZIBA GlassExperience Museum and attended by about2,000 local and 200 international guests.

The invitation-only event, which endedSunday, attracted press, private clients,local Czech buyers, celebrities and MBPFWpartners.

Im keeping my eye on the collections ofChatty and Martina Spetlov, said MartinPremuzic from the Berlin-based TemporaryShowroom. It takes me three seasons tosee if the designers line will be integratedand matches the selection of myshowroom.I am surprised with the levelof talent here in the Czech Republic.

Having participated in last Septembersrunway shows in Prague and followingshowroom presentations in Paris, PetraPtckov and Martina Spetlov returned tothe Prague weekend showcase.

This season, Ptckovs creations wereacquired by concept store Doshaburi inBarcelona and online retailerNotjustalabel.com.

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