Mercedes-Benz China Fashion Week 2016 2017-03-14T15:22:46+00:00

Project Description

Mercedes-Benz China Fashion Week 2016

This biannual event sits at the epicenter of China‘s own fashion identity. From newcomer to veteran – Mercedes-Benz China Fashion Week is absolutely essential for any designer, model, business insider or fashionista. While its counterpart in Shanghai is dominated by Western brands, this Beijing based

event sets itself apart through a line up that strictly consists of China based labels. The design of this issue is inspired by the clash of Chinese tradition with modern globalization, which is also often an important part in Chinese creative processes.

This issue features interviews with Chinese fashion photography pioneer Jie Yu and Zhao Liejhang – CEO and owner of ILOVECHOC, China‘s very first street wear label.


This project was realized through the help of the Beijing Institute of Fashion Technology, also known as BIFT. This internationally acclaimed university features not only very strong fashion, graphic design and photography departments, but also the world’s first course of modeling studies. Aspiring models are trained by professionals and industry insiders. They learn how to move and act in front of the camera and on the catwalk, while working in a productive environment with other students. The success rate is quite impressive. Those who graduate have very good odds to score highly sought-after contracts with China‘s leading model agencies. So it comes at no surprise that a lot of BIFT students and alumni are frequently involved in the Mercedes-Benz China Fashion Week and other high class events. The photos, which were taken on a quick visit, give a small and rare glimpse into the world of China‘s future design elite.