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She’s Mercedes The Studio x MBFW: »NEW LUXURY AND FASHION«


What is the definition of luxury? How has that definition changed over time? And what do we perceive as luxurious in 2021? These were some of the questions discussed at the talk by SHE’S MERCEDES THE STUDIO in collaboration with MBFW. The participants included Magdalena Schaffrin, Co-founder and Creative Director of the consulting agency MM04 and Co-founder of the fashion fair NEONYT, Leyla Piedayesh, Founder and Designer of LALA BERLIN, Sharon Berkal, Founder and CEO of HAUS GLANZ, and Joyce Binneboese, Co-founder of WALD BERLIN. The event was hosted by Katja Ohly-Nauber, Head of Marketing Communications at Mercedes-Benz Germany.

For the first time the talk program of the She’s Mercedes initiative took place under the name THE STUDIO as well as on site at Kraftwerk Berlin. The basic takeaways of the conversation were that luxury today is no longer necessarily material, but something that has to do with emotions – with the time one has for oneself and the time that others dedicate to you. With a view to the fashion industry, the talk participants defined luxury in particular in terms of sustainability and sincere storytelling – products that take on a luxury status because of their story.

Watch the whole talk on the official YouTube channel.