In cooperation with the Festival «Fashion Forward» Dubai
# Sweet Half .. Mercedes-Benz unveils a new initiative to support promising talents
The campaign brings together characters who are paving their own paths in fashion, music and design.
■ from the source
Mercedes-Benz has announced the launch of a new platform for the fashion sector in the Middle East, to nurture creative people, enhance their knowledge, and support their journey to learn new skills.
The "How To" campaign was launched by Mercedes-Benz for the first time in the region, in cooperation with the "Fashion Forward" Dubai festival, with the aim of encouraging artists, designers, musicians and people with creative abilities to enhance their talents.
The campaign brings together a number of leading personalities, each of whom are dubbed #mbcollective, and work to pave their own paths in the fields of fashion, music and design.
The #mbcollective list chosen to participate in the campaign in the Middle East region includes: Arwa Al Banawi, Saudi fashion designer, Shahd Salman, emerging model from Saudi Arabia, and Laila Kardan, Dubai-based singer-songwriter.
The theme of the campaign in the region revolves around self-development, celebrating the love of knowledge and exploration, encouraging others to learn and develop in the field of specialization, and broadening the range of skills they possess.
At the start of the campaign, each of the participating lead characters was asked about the skills they would like to learn.
Fashion and music share a long history of collaborations, and they often influence and complement each other's creative production.
Arwa regularly incorporates different genres of music into her fashion shows, and dreams that she will learn to master the art of curating.
Shahd, the model who has made a huge impact on the industry, wanted to learn how to gain attention in the big fashion shows.
During the latest edition of the "Fashion Foroud" festival, Shahd succeeded in fulfilling her dream, as she received advice and guidance from experts behind the scenes, and participated in the fashion shows with her group called SS20.
Mercedes-Benz has chosen the Fashion Forward Festival, the leading fashion platform in the Middle East, to implement the campaign.
On the occasion of the launch of the "How To" campaign in the Middle East, "Fashion Forward" and # mbcollective met during a unique photo session in Dubai.
The "Fashion Forward" team arranged the photo session, while photographer Frachico Scotti took pictures. Arwa, Shahd and Laila appeared in Arwa's clothes next to the Mercedes-Benz CLA Coupé, an icon of modern design.
New skills
Laila Cardan, a well-known Dubai singer and songwriter, focused on learning to play new instruments that complement her singing talent, with the aim of upgrading her singing performances, and learning how to incorporate new sounds into her group.
Encouraging artists, designers, and people with creative potential to enhance their talents.
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