Mercedes-Benz has extended its commitment to Africa fashion for a further three years by renewing its title sponsorship of Mercedes-Benz Fashion Week Cape Town, Mercedes-Benz Fashion Week Johannesburg and Mercedes-Benz Fashion Week Africa with African Fashion International (AFI).
Through its renewed partnership with AFI, both brands will continue to bring the exciting, spectacular world of fashion and couture to a local and global audience through the three most anticipated annual fashion events on the continent’s fashion calendar.
“Our partnership with AFI is one of like-minded commitment to excellence, quality, and industry-leading creativity. We are delighted to renew our title sponsorship to Africa’s foremost fashion events,” says Selwyn Govender, director of marketing at Mercedes-Benz. “The sophisticated construction, elegant execution and forward-thinking timelessness of remarkable fashion that we are privy to during Fashion Week are in harmony with the Mercedes-Benz ethos and our emphasis on outstanding design, luxury and performance.”
Mercedes-Benz continues to invest in over 30 fashion-related events on five continents and currently also sponsors Fashion Weeks in London, Paris, Berlin, Milan, Sydney, Budapest, Shenzhen, Istanbul, Tokyo and Zurich, among others.
“Some of the best designers internationally hail from both South Africa and Africa, and we are proud that our continued partnership with Mercedes-Benz will give us the platform to continue showcasing this talent to the rest of the world,” says Sizwe Nzimande, group marketing manager at AFI.
“Both AFI and Mercedes-Benz have an unrelenting desire to foster excellence in design. Our partnership will continue to place the Africa fashion industry in the international spotlight, where it rightfully deserves to be,” he says.
AFI has further confirmed its commitment to the fashion industry and its sponsorship partners by appointing Tribeca Public Relations to manage all media interactions leading up to, during, and after Mercedes-Benz Cape Town Fashion Week.
“Tribeca Public Relations has extensive experience in managing relationships with the media for a variety of events across South Africa,” says Nicky James, co-owner of Tribeca Public Relations. “We are really looking forward to working with the AFI team to highlight the remarkable achievements of the designers showing at Mercedes-Benz Fashion Week Cape Town, as well as supporting sponsors in achieving their desired business objectives.”
The agency has won a Public Relations Institute of South Africa (PRISA) Prism award in each of its nine years since the agency launched, winning accolades for its work on events such as The Whisky Live Festival, Taste of Joburg and Taste of Cape Town, as well as launching new products and services across a broad spectrum of sectors.
Tribeca is based in Johannesburg, but its team of experienced and passionate consultants is happiest when they are building and nurturing relationships on behalf of their clients, whether they are in the same city, same country, same continent – or even further afield. “Our experience with global brands positions us well to offer comprehensive support to the AFI team as they collaborate with local and international role players to put the spotlight firmly on African fashion,” James said.