After the news last month that NYFW was getting kicked out of Lincoln Center, it looks like the biannual fashion event has hit another major obstacle. Mercedes-Benz is dropping their sponsorship of Fashion Week. After February shows, IMG has only a few months to find a place to show after Lincoln Center—and a new title sponsor. Partnering on and off with the brand since 2001, NYFW will no longer be associated with the luxury car company—and will no longer be called Mercedes-Benz Fashion Week.
“Our relationship with fashion is not ending, and we do support fashion globally,” a rep from Mercedes-Benz told WWD. “We maintain a top-tier portfolio of events. We routinely review those events for return on investment and general engagement. In general, it’s important to note that fashion and design are key pillars for Mercedes-Benz, and we will support fashion well into the future. Globally, Mercedes-Benz supports more than 50 fashion engagements in 30 countries.”
American Express, another major sponsor of Mercedes-Benz Fashion Week, has also pulled their funding, but continues to be a sponsor of Made New York, an alternative show schedule that runs simultaneously with Mercedez Fashion Week. IMG, which currently owns Mercedes Fashion Week is looking to acquire Made and turn the two competing weeks into one. This acquisition may help offer funding and locations to Mercedes-Benz Fashion Week. As of publication Mercedes, Maybelline, TRESemmé and DHL are all unconfirmed sponsors for the February shows, but going forward IMG has no plans to work with any sole sponsor.
