Fashion

Mercedes-Benz committed to fashion partnerships and events around Australia.

A Mercedes-Benz is like the perfect dress, like a great car, doesn’t just look good, it makes you feel good.

The creative forces that make fashion so immersive – design, innovation, technology – also drive Mercedes-Benz to be one of the world’s most desired automotive brands.


For decades, Mercedes-Benz has been a key supporter of fashion all over the world. That includes more than 60 events in 30 countries spanning several decades, an outstanding commitment to nurture and support the global fashion industry.


Yet, more than a sponsor, Mercedes-Benz is a partner to the fashion industry. In this way, the worlds of cars and fashion intertwine, each drawing inspiration and innovation from the other in a process that makes each even more beautiful and desirable. The continuous support of Mercedes-Benz ensures tomorrow’s stars of fashion have a stage to be seen today.

Stories


Mercedes-Benz Presents Aje

April 2019

Stories


Mercedes-Benz Presents Aje

April 2019

Mercedes-Benz Presents Aje
Mercedes-Benz Presents Aje
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Every year at Mercedes-Benz Fashion Week, the 'Mercedes-Benz Presents' program recognises an Australian designer who embodies a sense of sophistication, innovation and quality.

This year, Australian fashion house Aje has been selected as the keynote designer. The label, which is known for its effortless feminine designs, will kick off Fashion Week on Sunday May 12 with a runway show revealing its highly-anticipated resort 2020 collection.

At a recent photo shoot, founders Edwina Forest and Adrian Norris spoke to us about the qualities that make Aje such a perfect partner for Mercedes-Benz. They also opened up about their influences and what this opportunity means to them as designers.

Stories


Fast-paced Ladies Day Luncheon jump-starts the F1®
Australian Grand Prix

March 2019

Stories


Fast-paced Ladies Day Luncheon jump-starts the F1®
Australian Grand Prix

March 2019

Adrian Norris and Edwina Forest of Aje

Adrian Norris and Edwina Forest of Aje (right) were a highlight at this year's luncheon. They appeared as the 2019 'Mercedes-Benz Presents' designer.

The Mercedes-Benz Ladies Day Luncheon kicked off the Formula 1® Rolex Australian Grand Prix 2019 with an event every bit as fast-paced and glamorous as the on-track action to follow across the weekend.

 

Beneath stunning blue skies, about 300 invited guests enjoyed Middle Eastern-themed canapes prepared by Shane Delia, the owner of Melbourne dining institution Maha, and a long-time Mercedes-Benz Friend of the Brand.

 

The undoubted hit of the luncheon was the chance to hear from Edwina Forest and Adrian Norris, who collectively make up the uber-fashionable Aje brand and are the coveted ‘Mercedes-Benz Presents’ designer who will lead off Australia’s most prestigious fashion festival, Mercedes-Benz Fashion Week, in May. The pair presented a five-piece edit exploring their Noosa-based brand’s much-loved values of ‘tough femininity’, ‘raw beauty’ and ‘effortless cool’.

Forest and Norris (off frame)

Forest and Norris (off frame) explained Aje's pieces before they were modelled to the crowd.

The guests were also among the first in Australia to see and touch the Mercedes-Benz EQC, the company’s first-ever fully-electric production vehicle. The history-making family-sized SUV with an all-electric range of up to 450 kilometres drew many admiring glances in its first public outing in Australia, well ahead of the expected arrival of customer cars later in 2019.

Other stunning vehicles to be displayed included the new Mercedes-AMG GT 4-Door Coupe, which is the company’s fastest four-door production vehicle, and the tough Mercedes-AMG G 63, the latest iteration of the famous off-roader that turns 40 years old in 2019.


“Being here today amongst the fast cars, the food and fashion, I think this is the ultimate experience on what happens to be the 11th Mercedes-Benz Ladies’ Day,” event MC Magdalena Roze told the glamorous audience, which included celebrities such as model Jessica Hart, TV presenters Laura Dundovic and Kate Peck, fashion designers Helen O’Connor, Yeojin Bae and PE Nation founders Pip Edwards and Claire Tregoning, and the Face of the Formula 1® Australia Grand Prix 2019, Kirsten Clemens.

Words Steve Colquhoun