After the success of its first edition in 2016, “Les Etoiles Mercedes-Benz” returns in 2017 with
the same ambition: to highlight the creativity of young fashion talents by opening the doors
to the Mercedes-Benz universe.
Fashion designer Alexis Mabille is renewing his commitment and will take on the role of jury chairman. He will be
accompanied by Béatrice Tanguy, Mercedes-Benz Fashion Projects Director.
SPORTINESS, TOMORROW’S FASHION TREND
For this second edition, Mercedes-Benz has teamed up with trend agency PeclersParis. This leading consultancy specializing in trends, brand strategy, style and innovation, deciphers the major societal changes that will transform tomorrow’s lifestyles. Accompanied by a team of sociologists, semiologists, ethnologists and philosophers, the Research & Prospective team dissects in depth the underlying trends and major movements to project ourselves into the future.
When sport plays the fashion card by PeclersParis
In the latest cruise collections from Valentino, Gucci, Prada and Versace, flashy hoodies and leggings rub shoulders on the catwalks with the couture silhouettes of the major fashion houses. While sport and athleisure have been inspiring top designers for several seasons now, traditional sports brands have not been left behind. They too are benefiting from this craze. More fashionable than ever, they’re playing the fashion card 100%. Lacoste (with Christophe Lemaire as artistic director) and Adidas (Y-3 with Yohji Yamamoto) were the first to grace the catwalks. These two trailblazers have earned their fashion stripes and inspired others. FENTY (Rihanna for Puma) and YEEZY (Kanye West for Adidas) have since become the most influential sports brands, regularly gracing the front pages of fashion magazines. Earlier this year, designer Philippe Plein even unveiled his new “Plein Sport” line during Milan Fashion Week. As for Alexander Wang, he created a surprise by showing pieces from his collaboration with Adidas at his New York fashion show. The constant renewal of collections means that brands are constantly teaming up with new designers, artists and luxury houses. Every week brings its share of novelties. Among the most recent and original collaborations are Reebok with Face cosmetics, Pigalle x Missoni on a basketball court, Marcelo Burlon x Kappa and the traditional Champion’s association with the high-fashion brand Wood Wood. Not to mention, of course, Suprême and Louis Vuitton, who regularly make the headlines and whose ephemeral boutique was due to open in New York at the end of the month (before the Manhattan City Council voted against it for fear of turbulence). Sport and fashion are now closely linked. So intimately, in fact, that new “hybrid” brands are escaping conventional categorization. Such is the case with the half-Paris, half-London label Rue L, which offers a collection with very sporty codes, but sexy wears and creative design. Neither a true sports brand, nor 100% fashion. A trend to keep an eye on…
9 DESIGNERS SHARE THEIR VISION OF SPORTINESS
Automobiles and fashion: two opposing worlds? These two expressions of human genius, which combine arts and crafts with industry, have a profound influence on society and reflect its evolution on a daily basis. The exchanges between these two great sources of creativity have been constant, to the point where the automobile has sometimes become a fashion object in its own right. Behind every creation, whether automotive or couture, lies a designer, a line, a drawing, an inspiration, but above all a vision. Today, Mercedes-Benz France is putting these two worlds in the spotlight with the second edition of its “Les Étoiles” fashion competition. To guide and boost the inspiration of this year’s designers, Les Étoiles Mercedes-Benz has chosen a theme at the heart of the brand: sportiness. Dynamism, sensations, purity of line, adrenalin, suppleness, movement… so many words to translate this creative encounter between fashion and sportiness. The unique challenge to designers: to imagine a feminine silhouette that is sporty in spirit, couture in line, and capable of sublimating sportiness. This year, the Mercedes-Benz “Les Étoiles” competition has the honor of being represented by a special godmother: Audrey Marnay. A fashion icon and trendsetter, she has a close relationship with the brand, since her first car was a Pagoda, the model of her dreams. After studying over 60 applications and observing sketches, the jury decided on 9 designers – a new generation to watch closely! Rendezvous on September 25, the eve of Paris Fashion Week, to find out the name of this young talent.
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