MONTVALE, NJ: Mercedes-Benz, an eight-year sponsor of New York Fashion Week, will showcase its 2013 G-Class vehicle at a Friday event designed to blend fashion and fitness.
The company has invited reporters and fashion bloggers to the “Fit for Fashion” event to participate in a workout routine with model Joan Smalls and celebrity trainer Joey Gonzalez. Alex Morgan, who won a gold medal as a member of the US National Women's Soccer Team at the 2012 Olympic Games, will also make an appearance.
Adam Paige, brand PR manager at Mercedes-Benz USA, said that the 2013 G-Class vehicle is “a muscular-structured vehicle, and yet when you look at the finishings of it, there's a lot of craftsmanship that goes into the vehicle.”
“You can take it off-road, or with its design, you can dress it up for the red carpet,” he said.
For the workout, the instructors will lead participants through fashion challenges, such as carrying heavy shopping bags or walking up stairs in heels. The automotive company also partnered with social media-driven music generator Songza to create playlists for the event.
Building off the Fit for Fashion idea, Mercedes decided to launch a behind-the-scenes video series called “Off the Beaten Path.” Five influencers will film their adventures in the G-Class during fashion week, whether taking the car on an off-road journey or to a cocktail party, Paige added.
The influencers, who will also tweet and post during Fashion Week from their own social channels, include designer Naeem Khan, Brazilian model Aline Weber, fashion blogger Leandra Medine, stylist Timothee Verrecchia, and fashion blogger Chiara Ferragni.
In addition to giving consumers a look at “undiscovered things happening during the week,” the initiative will help the car get visibility, Paige explained.
He added that Mercedes-Benz's digital team will actively post messages and photos throughout the week on its social networks, including Twitter and both the Mercedes-Benz and Mercedes-Benz Fashion Week Facebook pages. The brand's general Facebook page has more than 8.2 million fans, and its Fashion Week page has more than 250,000 fans. Mercedes-Benz will also work with Alison Brod Public Relations to engage fashion and consumer lifestyle media outlets.
In partnership with New York magazine, the videos will debut next week on NYMag.com's The Cut blog.
“Mercedes-Benz is involved in fashion initiatives in 30 countries, so it's a big, global platform for us, with New York being a pinnacle cornerstone,” explained Paige. “It's about our emphasis on the design of the cars and it speaks to people in the fashion world because of the connection with individualism.”