For over a decade, Mercedes-Benz has been engaged in the world of fashion and has established itself as an experienced partner of major international fashion platforms.

The connection Mercedes-Benz and fashion matches perfectly, as people expect the same from fashion as they do from cars – an unmistakable style that conveys their individuality and way of life. In the world of fashion as in the world of automobiles, design therefore plays a central role. In addition elegance and design have been the major factors of success for the brand Mercedes-Benz ever since.

In a pursue of the above, Mercedes-Benz Middle East started his first fashion design contest for the launch of the E-Class Cabriolet in April 2010. The aim of the contest was to find and create a platform to promote local upcoming fashion designers from the Middle East region. The theme for the contest was Express Your Style and the upcoming designers were expected to design and tailor Summer Holiday dress inspired by the new Mercedes-Benz E-Class Cabriolet.

The local designers showed great interest in the initiative, and for the first month of contest period we have received 54 designs from 45 designers. In addition around 4,000 fans joined our specially launched Express Your Style Facebook fan page. The 20 most voted entries by our Facebook fans continued in round 2 of the contest and were promoted on a special VIP event in a luxury Dubai fashion boutique on 02 June 2010. The first three winners of our Express Your Style Fashion Design Contest are:

1st place Maimoona Hussain
2nd place Azade Zandi
3rd place Bodoor Abdulqader

Special award for the best Facebook presentation was handled to Mrs. Salma Aali.

The winners were selected by 4 jury members, including Sylvia Nikolova - Senior Marketing Specialist Daimler Middle East and Levant, Hiba Hammoud – Fashion Consultant, Denis Ravizza – Art Director ESMOD Dubai and Sally Matthews, Assistant Fashion Editor in Harper’s Bazaar Arabia.