Mercedes-Benz 2019 Fashion Story Campaign

Mercedes-Benz 2019 Fashion Story Campaign

The newest iteration challenges creatives to learn and execute new skills within 24 hours.

The newest iteration challenges creatives to learn and execute new skills within 24 hours.

Text: Emma Li

Mercedes-Benz's 2019 fashion story campaign brings together a group of forward thinking creatives, influencers, and talents known as the #mbcollective. This year, the group includes screenwriter Lena Waithe, model Jazzelle Zanaughtti, singer Rina Sawayama, and designer Samuel Ross.

How To is the campaign’s newest form dedicated to championing emerging fashion talent and bringing together people from different creative fields to generate innovative ideas. The creatives will spend a day with experts learning new skills and presenting their execution of the skills. Each will be challenged to learn a skill in 24 hours and demonstrate their application of the skill later that evening at a press event. The next day, the public will be offered an opportunity to participate in a master class with the creatives and experts to learn the skills.

Jazzelle Zanaughtti, more famously known as @uglyworldwide, will start the campaign this May. The Detroit native defies traditional standards of beauty with her gender-defying looks on Instagram. She has been the muse of fashion photographer Nick Knight, who came across her account in 2016.

Emmy Award winning screenwriter Lena Waithe is the first African American woman to win the Primetime Emmy Award for Outstanding Writing for a Comedy Series for her work on Master of None. During her acceptance speech, Waithe sent out a powerful message to the LGBTQ+ community. Last year, Waithe made her big screen debut in the Oscar-nominated film Ready Player One. In addition to participating in the How To campaign, she is acting as its Creative Consultant.

Rina Sawayama’s early bedroom-produced tracks attracted the public, and her 2017 critically acclaimed mini album led her to collaborate with fashion editor and director Nicola Formichetti as well as musician Charli XCX. The Japanese-British musician and actress has also modeled for Versace, GDS, and MAC.

Samuel Ross is the British designer known for his brand A-COLD-WALL*, which started as an art project to explore the UK’s cultural diversity. Ross won the British Emerging Menswear Designer award at the Fashion Awards and was shortlisted for the LVMH Prize for young designers and ANDAM 2018. Waithe and Ross wore A-COLD-WALL* pieces for the fashion campaign, showcasing Mercedes-Benz’s hope to promote new creative talent through every element of their fashion story.

Take a behind-the-scenes look at the campaign shoot below.

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