How Lexus became the new sponsor of New York Fashion Week - Fortune
Since 2009, Mercedes-Benz has been the official automotive sponsor of New York’s Fashion Week. Then Mercedes-Benz pulled out, and it looked like New York Fashion Week would have no auto sponsor. New York Fashion Week kicks off next month, with shows of fashion offerings for the spring/summer 2016 season. Mercedes-Benz had announced early this year that it would no longer sponsor New York Fashion Week, as fashion insiders had criticized the event as “lacking buzz. ’s luxury unit, a strong identification with high fashion may help it gain more of the global high-end image it has been seeking in order to compete with luxury giants, like Mercedes and BMW. Cadillac also had considered becoming a sponsor of New York Fashion Week, but instead opted to sponsor the first New York Fashion Week for Men, held last month. “I am very much interested in taking Cadillac into the world of fashion,” Cadillac President Johan de Nysschen told Bloomberg. ” D e Nysschen , a former Audi executive who took over General Motors Co. ’s luxury brand last year, also moved the brand headquarters to new digs in New York’s Soho. Source: fortune.com
