Mercedes-Benz partners with Fashion Open Studio for sustainable luxury


A new partnership for Mercedes-Benz as it teams up with British non-profit organization Fashion Open Studio (FOS), fighting for a more sustainable luxury to support the next generation of design talents.

During the 35th International Festival of Fashion, Photography and Fashion Accessories in Hyères, Mercedes-Benz announced the agreement, aiming to drive Mercedes-Benz’s global commitment in fashion towards a more sustainable future.

For this year’s edition of the Festival, Mercedes-Benz and Fashion Open Studio launched a tutoring program on digital sustainability for all fashion finalists in the festival contest.

Mercedes-Benz and Fashion Open Studio developed a sustainability road map in order to inspire Mercedes-Benz’s global markets to commit to responsible fashion. The road map covers recommendations about how to measure fashion businesses’ impact on the environment, explore new mobility solutions and climate compensation measures, and prioritize opportunities for designers and sustainable innovations.

For this year’s Hyères Festival, Mercedes-Benz and Fashion Open Studio teamed up to launch a digital tutoring program for all fashion finalists. Orsola de Castro, Creative Director at Fashion Open Studio, shared insights from the field with design emerging talents, and highlighted key sustainable practices like using pre-existing resources to reduce virgin production.

Within the framework of the training program, finalists were asked to select one look from their final collections that best integrated what they had learned about sustainability. Mercedes-Benz chose Daragh Soden, winner of  the Grand Prix du Jury for photography at the 2017 Hyères Festival, for a head-turning editorial photo shooting.

As part of the tutoring, Mercedes-Benz and Fashion Open Studio recognized Emma Bruschi as the best designer to integrate responsible practices in her work, which earned her the participation in one of Mercedes-Benz Fashion’s upcoming projects in 2021.

Emanuela Zini
Emanuela Zini
My professional life has been marked by several big changes that made me grow as a person and as a leader, develop new skills and mental flexibility, which in turn allows me to face challenges from a different, unique perspective. To me, writing represent a way to communicate with myself and with others. Telling stories and engaging my readers are the challenges that I am currently facing within a wider editorial project.

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