26 million impressions at mercedes fashion week’s first digital runway

The 15th season of Mercedes-Benz Fashion Week Istanbul (MBFWI) which entirely took place on digital platforms between October 12-16, with the endorsement of the Türkiye Promotion Group has ended.

Cihan Nacar show during Mercedes-Benz Istanbul Fashion Week at Tophane-İ Amire on August 19, 2020 in Istanbul, Turkey. (Photo by Ferda Demir/Getty Images for IHKIB)

Could this format be the blueprint for the big four as many continue to be challenged working within the confines of territories still in lockdown? One of the benefits of Istanbul’s fashion week is that we all got a front row seat this year as the site reached approximately 26 million impressions worldwide.

Simay Bülbül show during Mercedes-Benz Istanbul Fashion Week at Tophane-İ Amire on August 20, 2020 in Istanbul, Turkey. (Photo by Ekrem Serif Egeli/Getty Images for IHKIB)

The first all-digital MBFWI featured 30 runway shows, and each followed by live talks hosted by Turkish Fashion Industry’s leading names.

Within the scope of MBFWI, in addition to the Spring/Summer 2021 collections of the designers, the Autumn/Winter 2020-21 seasons were also included. A season-free platform was provided, bringing together in-season collections with the end consumer and next season designs with fashion professionals.

Cihan Nacar show during Mercedes-Benz Istanbul Fashion Week at Tophane-İ Amire on August 19, 2020 in Istanbul, Turkey. (Photo by Ekrem Serif Egeli/Getty Images for IHKIB)

Designers
The designers and designer brands that showcased their collections in the 15th season of Mercedes-Benz Fashion Week Istanbul included Belma Özdemir, Ceren Ocak, Cihan Nacar, Çiğdem Akın, Emre Erdemoğlu, GokhanYavas – Gökhan Yavaş, Hakaan Yıldırım, Karma – Mehmet Emiroğlu, Engin Ekinci, Seydullah Yılmaz, Kith&Kin- Sena Serra Kefeli, Mercedes-Benz presents Özlem Süer, Mehtap Elaidi, Meltem Özbek, Mert Erkan, MİİN by Kadir Kılıç, Murat Aytulum, Museum Of Fine Clothing – Eda Güngör, Natalie Kolyozyan, Nedo by Nedret Taciroğlu, New Gen (Aycan Hakalmaz, Ezgi Yıldırım, Mehmet Demir, Selina Alp, Süreyya Süleymanoğlu, Tanyeli Erdem), Nihan Peker, Niyazi Erdoğan, Özgür Masur, Özlem Kaya, Raşit Bağzıbağlı, Simay Bülbül, Sudi Etuz – Şansım Adalı, T.A.G.G. – Gökay Gündoğdu, Tuba Ergin, Tuvanam ve Y Plus by Yakup Biçer.


Tuvanam show during Mercedes-Benz Istanbul Fashion Week at Galataport Postane on August 27, 2020 in Istanbul, Turkey. (Photo by Ferda Demir/Getty Images for IHKIB)

In addition to the experienced names of the fashion industry in the 15th season calendar of Mercedes-Benz Fashion Week Istanbul, talented young designers also drew attention. Mehmet Emiroğlu, Seydullah Yılmaz and Engin Ekinci carried their collections to the MBFWI podium within the scope of the mixed runway show, and 6 young designers with the New Gen runway show.

New Gen show during Mercedes-Benz Istanbul Fashion Week at Galataport Rıhtım & Etkinlik Alanlari on August 26, 2020 in Istanbul, Turkey. (Photo by Ekrem Serif Egeli/Getty Images for IHKIB)

Mercedes-Benz, the title sponsor of the event, which supports a runway show of a designer to present every season, presented Özlem Süer’s Spring/Summer 2021 collection with the name “Mercedes-Benz presents Özlem Süer”, who is celebrating her 30th year in the industry, one of the most experienced names of the Turkish fashion industry. In addition, Ayşe and Ece Ege, the founders of the Dice Kayek brand, whom presented their Spring / Summer 2021 collection with a fashion film during Paris Fashion Week, were among the guests of live talks.

Live Fashion Talks
In addition to the runway shows, which were shot at Galataport Istanbul and Tophane-i Amire Culture and Art Center in August, creative content such as retrospective videos of the designers and backstage stories met with the audience throughout the week. Following the runway shows, a look into new collections, the digitalization in fashion and more were discussed in the live broadcasts held with the designer and their guests at the studio in Fişekhane.

“Behind The Scenes” talk series hosted fashion photographers Emre Doğru and Emre Güven who turned their cameras to MBFWI and shot the collection lookbooks, Murathan Özbek, the director of MBFWI’s 15th season documentary, and Koray Birand, who directed the MBFWI promo and Burak Sanuk, who undertook the styling of the promo film, shared their experiences with the audience

Cover: Ferhat Zupcevic / Getty Images for IHKIB

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