Lady LUX

After years of sponsoring New York Fashion Week, Mercedes-Benz will be bringing its runway expertise to Japan Fashion Week, having signed as its new sponsor. Under the multi-year agreement, the Japanese subsidiary of the high-end car company will take on the next edition of the shows – now renamed “Mercedes-Benz Fashion Week Tokyo” – in October, reported WWD.

The fall-winter 2011 shows were scheduled for March, but the month’s tragic earthquake and tsunami forced the Tokyo-based fashion week to cancel its events.

In 2010, the organizers of Japan Fashion Week pronounced a five-year deal to partner with IMG Fashion in order to attract new business sponsors and increase the event’s international renown.

Kintaro Ueno, head of sales/marketing and vice president of Mercedes-Benz Japan, believes the Japanese collections are the “greatest” in all of Asia.

“Fashion and automobiles are similar in that they are both a ‘way to express your own sense of style,’” he said in a statement.

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