Mercedes-Benz is a well-established force in the world of fashion, with a commitment to emerging designers. Recently launching its new global fashion storytelling platform in collaboration with Fashion Forward, Mercedes-Benz is nurturing creatives in the region while supporting their drive to learn new skills. The How To campaign brings together artists, designers, musicians, and ground-breakers – named the #MBCollective – to celebrate curiosity and enrich their craft. For the Middle East, Saudi fashion designer Arwa Al Banawi, emerging Saudi model Shahad Salman, and Dubai-based musician Layla Kardan make up the collective.
As part of the campaign’s shoot, Salman and Kardan wore designs by Al Banawi as they posed alongside the iconic Mercedes-Benz CLA Coupé. When asked what skills they wanted to learn, each talent shared her ambitions. Al Banawi’s dream is to master the art of DJing, while Salman wants to learn how to own the runway at fashion shows, and Kardan wishes to understand how to incorporate new sounds into her work.
Commenting on the campaign, Alexander Elsas, Head of Marketing and Communications of Mercedes-Benz Cars Middle East, says, “Mercedes-Benz has long been synonymous with lifestyle, fashion, and music. All over the world, we have supported and fostered local talent, providing them a platform to celebrate their creativity. In a region where the creative industry is burgeoning and on the rise, initiatives such as the How To campaign provide us with an opportunity to showcase creativity, storytelling, and self-improvement through a variety of activities.”
For more information about Mercedes-Benz’s creations, visit @MercedesBenzME.