Mercedes-Benz Returning to NYFW With Men’s Day Sponsorship

New York Men’s Day has a new partner.

The biannual showcase for emerging designers will partner with Mercedes-Benz of Manhattan for its next iteration, scheduled for Sept. 11.

Mercedes will join returning partners Project and Coterie for the event, which will be held in two sessions that day: 10:30 a.m. to noon and 4:30 to 6 p.m.

As a result of the carmaker’s involvement, New York Men’s Day will also move locations. It will now be held at Mercedes’ recently renovated flagship dealership at 770 11th Avenue in Hell’s Kitchen in New York. NYMD will occupy the ground level of the facility and Project and Coterie will have a dedicated lounge at the location.

“We look forward to kicking off New York Fashion Week with NYMD at our newly renovated Manhattan flagship,” said Manuel Terrones, chief financial officer and interim general manager of Mercedes-Benz of Manhattan. “With over 300,000 square feet of space reimagined to provide immersive and exceptional customer service experiences, we are providing NYMD a space that best showcases the emerging designers’ collections and highlights our first bespoke Maybach and AMG Lounges in the United States.”

“Project and Coterie are proud to come back as presenting sponsor for New York Men’s Day,” said Edwina Kulego, vice president of events for international, menswear and sourcing at Mmgnet, parent company of the shows. “As the opening event for New York Fashion Week, Project and Coterie are committed to supporting NYMD and understand the importance of fostering emerging talent within the fashion community. The team is dedicated to supporting a platform like New York Men’s Day that helps provide a voice to new designers to showcase their artistry. A main pillar at Project and Coterie is to encourage a sense of discovery while connecting both men’s and women’s fashion industry communities and cultures, which makes this partnership one Project and Coterie are delighted to see come to life.”

For this edition, New York Men’s Day will host eight designers: four at the morning session and four in the afternoon. Each designer will be given their own dedicated space within Mercedes-Benz of Manhattan to showcase their collection. Participating brands this season will include new additions: Archie, Bryan Jimenez, FIT MW25 Collective and Oxflood Zebra. They will join returning brands Clara Son, Joseph McRae, Max Esmail and Peak Lapel.

Additional sponsors include Oribe hair care, Grimoire skin care and Augment makeup.

New York Men’s Day was created by Erin Hawker of Agentry PR.

“This September brings many firsts and newness to New York Men’s Day and we can’t wait to showcase our designer collections on Sept. 11,” said Hawker. “Through a new location partnership and a mixture of presenting and returning sponsors, we are able to showcase eight designers in two different sessions throughout the day.”

Mercedes-Benz had long been a sponsor of New York Fashion Week but that partnership ended in 2015.