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ELLE Fashion Star Award and the "Mercedes": Two World Premieres at Mercedes-Benz Fashion Week Berlin

STUTTGART / BERLIN - July 23, 2008: Berlin was the world’s fashion Mecca yesterday as foremost international designers, famous top models and scores of celebrities from Germany and abroad converged in the city’s Tempodrom to celebrate ELLE Germany’s 20th anniversary as part of Mercedes-Benz Fashion Week Berlin. The occasion was also marked by two world premieres: the inaugural presentation of the ELLE Fashion Star Award, the “Mercedes”, and the first time the world’s 20 top fashion designers shared the same runway.

With the introduction of the “Mercedes”, a new star now shines over the fashion world. Backed by the enthusiastic applause of the approximately 1,000 invited guests, the elegant white gold statuette was conferred on three of the fashion scene’s exceptional personalities. The Platinum category “Mercedes” went to Karl Lagerfeld in honour of his life’s work in fashion. Born in Hamburg, Lagerfeld stands among the greatest fashion designers of the 20th century, having, for instance, led Chanel to the very top of the fashion world, and having established his own label as a synonym for tailoring excellence.

The “Mercedes” in the Best Collection category (Summer Collection 2008) went to Raf Simons of Belgium, whose label has become a source of inspiration for the worldwide fashion industry. Since 2005, Simons has also served as head designer at Jil Sander. Whizz-kids Tommaso Aquilano and Roberto Rimondi were honoured to receive the “Mercedes” in the Newcomer category. Since 2005, the two Italians behind the ‘6267’ label have been celebrated as promising young designers today. As of this summer, Aquilano and Rimondi will also take over as the new creative designers at Ferré.

The awards ceremony took place within the scope of an extraordinary fashion show. The world’s 20 greatest designers - including Giorgio Armani, Chloé, Dior, Gucci, Strenesse Gabriele Strehle and Louis Vuitton - joined forces to present their exclusive ELLE Germany anniversary gala creations. For the first time on one catwalk, top international models such as Eva Padberg, Toni Garrn, Natasha Poly and Flavia presented the tribute creations, as well as the designers’ favourite pieces from their current collections.

“We’re very pleased to be able to confer the inaugural “Mercedes” in such an exclusive and illustrious setting. This evening was a highlight of the Mercedes-Benz Fashion Week Berlin,” stated Dr. Kristina Hammer, Director Global Marketing Communications Mercedes-Benz. Created at the Mercedes-Benz Design Centre in Sindelfingen (Germany), the Mercedes statuette brilliantly embodies the affinity between fashion and automobile design.

“I’m proud of the fact that the great fashion designers have honoured us by holding a fashion show together on one runway for the first time. That really was a premiere!” remarked Sabine Nedelchev, Editor-in-Chief of ELLE Germany.

Pure glamour and top stardom went well beyond the runway in Berlin’s Tempodrom. There was also plenty to be found on the red carpet outside. A veritable summit of national and international celebrities such as Annie Lennox, Claudia Schiffer, Boris Becker, Maria Furtwängler and Kim Cattrall attended to congratulate ELLE Germany and to witness the introduction of the ELLE Fashion Star Award, the “Mercedes”.