Mercedes-Benz Kiev Fashion Days S/S 2017

The 13th edition of Mercedes- Benz Kiev Fashion Days, Ukraine’s international fashion week, will open the Spring – Summer 2017 season on September 1 – 4 at CEC Parkovy, Kiev.

The forthcoming Spring-Summer 2017 edition of Mercedes-Benz Kiev Fashion Days is dedicated to the 25th anniversary of Ukraine’s independence and the idea of #DIGITALEVOLUTION.

These days the fashion industry goes through dramatic changes – and the established system of fashion weeks cannot ignore the modern social and cultural trends.

Global digitalization made many brands move towards the “See-now buy-now” model, when collections are available to customers straight off the catwalk. Such transformation is a vivid example of how new technologies are continuously changing our reality. This became the main theme of Mercedes-Benz Kiev Fashion Days S/S 17 visual campaign.

The imagery aims to combine modern trends with cultural heritage, put local ethnic roots into the global landscape, as not opposition but a blend and interaction of past and contemporary can best define the zeitgeist.

Mercedes-Benz Kiev Fashion Days S/S 17 campaign makes fantastic figures of Maria Primachenko – the legendary Ukrainian primitive artist – come to life.