Mercedes gets fashionable, ties up with Manish Arora

Mercedes-Benz is synonymous with premium class automobiles. This reputation is anchored in the heritage of a brand credited towards creating the world's first automobile- and whose high-society appeal dates from the beginning of the last century. In fact, even the first automobile to bear the Mercedes brand in 1901 took the market by storm with its extraordinary design. Ever since, the Mercedes-Benz brand has been the embodiment of automotive excellence. Firmly established among international luxury brands, it is also a hallmark of exclusive living. Mercedes-Benz as a brand is more than just cars.... It's about having a lifestyle...

In the world of fashion, as in the world of automobiles, design therefore plays a central role and is among the key factors for a brand's success. Just as in the fashion industry, automotive designers are focused on zeitgeist and forces at work in society. While fashion mostly responds to recent trends, the design of every Mercedes-Benz is geared toward modernity and long-lasting desirability. The result is sometimes even iconic. Innovation and perfection, elegance and style ' these are the ties that bind Mercedes-Benz design and luxury fashion design.

"Manish Arora has the values of sophistication at the same time he is radical in design. It is similar attributes that have added to the fascination of our brand and created iconic vehicles- be it the SLS AMG or even the latest E-Class. We are happy with this association and look forward to a great partnership ahead with one of India's finest designers" commented Dr. Aulbur, Managing Director and CEO of Mercedes-Benz India.

With this association Mercedes plans to bring in young, vibrant, colorful energy whilst retaining the sophistication and class of the Brand "MERCEDES-BENZ'.

Manish Arora commented on the partnership "Cars and fashion has been an iconic duo and Mercedes-Benz epitomizes the zenith of lifestyle. I am delighted to start this association and look forward to many exciting themes and concepts in times ahead, with the Three pointed star in India. The presentation of my collection "Inspired by Mercedes" is a good start to this association."

The new "Fascination Line" inspired by Mercedes-Benz created exclusively by Manish Arora shall be up for sale in all Manish Arora outlets. It would also be available for sale in major Mercedes-Benz dealerships shortly.