London Fashion Week (LFW) takes place twice a year in London and it is regarded as one of the great fashion week in the world. This year on 6 January, Mercedes-Benz celebrated its 10th season as the official car sponsor of LFW Men's AW’18 supporting British fashion.

The relationship between Mercedes-Benz UK and London Fashion Week arises from Mercedes-Benz supporting fashion platforms in 22 countries worldwide. Last year, a luxury fleet of fuel-efficient chauffeured cars were provided at the spring/summer 2017 London Fashion Week to ensure guests from around the world arrived in comfort. British musician Eliot Sumner and Austrian model Lucie von Alten joined in the fashion campaign as well.

However this year, the focus was on menswear. Therefore fashion week started with British model Jack Guinness taking a journey in the G-Class. The Instagram series, running throughout LFWM, reflected the luxury SUV’s proud heritage, its on-road and off-road capability and its enduring dominance as a design icon.

Mercedes-Benz has continued engaging at select fashion events around the world as a key partner for over 22 years, forging in particular an admirable reputation for the promotion of young design talent. Its effort of participation in fashion surely could have a positive impact on its image and also on the fashion industry.

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