Mercedes MIFA Awards
Mercedes-Benz Asia Fashion Awards in MIFA
Kuala Lumpur, 2 November 2005 – For the third consecutive year, Mercedes Benz will be the principal sponsor of the Malaysian-International Fashion Awards, scheduled to be held on 27 November 2005. The MIFA Awards is an annual award to recognize young and talented Malaysian designers.
Since its first sponsorship of the Mercedes-Benz Fashion Week in Australia in 1996, Mercedes-Benz has been involved in fashion events throughout the world. According to a release by DaimlerChrysler Malaysia, “Mercedes-Benz has always exuberated a passion for innovation and style. This same passion drives young fashion designers to create and innovate their designs with the hope of leaving behind design masterpieces as a legacy to their genius. Thus, Mercedes-Benz’s association with Malaysia fashion provides the perfect avenue to express its design credo of creating fashionable, yet timeless designs for new and innovative cars.“
As part of the programme, the new Mercedes-Benz A-Class A170 Avantgarde, will be showcased at the MIFA Gala Nite on 27 November 2005. The Mercedes-Benz A-Class model distinguishes itself from other cars through its flexibility and drivability, combining inspired new features with all functionality and superb levels of safety –a successful compact car that mirrors the distinct lifestyles of the young automobile generation.
As per the previous two MIFA events, one of the key awards conferred will be the Mercedes-Benz Asia Fashion Awards (MBAFA), specially created to provide an avenue for rising talents to achieve international exposure and be reputed as fashion designers. Two exceptional winners of these awards will represent Malaysia in the Mercedes-Benz Asia Fashion Week held in Singapore in March next year.
“The annual MBAFA was established to identify, nurture and promote emerging fashion talents from Asia. Every year, MBAFA gives one winner from the region, the opportunity to access invaluable experience and assistance to aid their business and personal career,” said Dato’ Frank Steinleitner, President & CEO of DaimlerChrysler Malaysia.
These designers will be selected to show their collection alongside other finalists from Indonesia, Singapore, Taiwan, and Thailand. The judging panel, which is made up of media representatives, fashion buyers and key industry influencers, will review these collections and ultimately select one winner from the 10 finalists.
With its active involvement in the fashion arena, Mercedes-Benz aims to advance the integration of its brand into this world. By establishing itself as an integral part of the fashion environment, the brand thus opens up to new target groups and communication platforms on an international level.
