MBFW 2019 – “FOLLOW MBFW – ACCESS FASHION”
In 2019 we reported from Berlin on the Mercedes-Benz Fashion Week, from the E-Werk powerhouse and the promise to open fashion to everyone. Six years later, the Mercedes-Benz name no longer hangs above the runway. We take a look at what became of the idea.
In July 2019, Berlin hosted the Mercedes-Benz Fashion Week, or MBFW for short. We were there when the motto “FOLLOW MBFW – ACCESS FASHION” made the shows accessible to everyone for the first time via livestream and Instagram. Today, if you visit a fashion week in Berlin, you’ll find the same promise-but without the star in the name. That’s the short answer. Here’s the long one.
- The MBFW 2019 ran from 1 to 6 July, with the main venue at E-Werk in Berlin-Mitte.
- “FOLLOW MBFW – ACCESS FASHION” opened the shows to the public via livestream and Instagram starting in 2018.
- Sustainability was already a key theme in 2019, featuring Green-Fashion tours and the XOOM platform.
- In January 2020, the show format moved from E-Werk to Kraftwerk Berlin, shortly after which the Mercedes-Benz title sponsorship ended.
- Today, Berlin Fashion Week operates under a new umbrella, with the next dates set for 30 January to 2 February and 2 to 5 July 2026.
What Happened in Berlin in 2019
Six days, one city gripped by fashion fever. The former transformer substation-now known as E-Werk-served as the official event venue. Around it, labels like Michael Michalsky, Hugo, and Marc Cain showcased their collections across the city. But the real break from tradition wasn’t on the runway; it was in the access.
Under the banner “FOLLOW MBFW – ACCESS FASHION,” the doors swung open in 2018 to more than just buyers, opinion leaders, and fashion journalists. Every show, background feature, and backstage glimpse streamed live on the event website. On Instagram, you could follow the week around the clock. In 2019, that was anything but standard-fashion weeks thrived on exclusivity and closed doors.
The idea in 2019 was simple: move fashion out of the backstage and into the timeline. Today, that’s the norm.
Sustainability Wasn’t an Afterthought
If you think “sustainable fashion” is a two-year-old invention, you missed MBFW 2019. Back then, sustainability was already front and center. A “Green Fashion Tour” wound through Kreuzkölln, spotlighting local alternatives to fast fashion, sustainable design studios, and concept stores. Inside Messe Berlin, the XOOM platform educated visitors on eco-friendly textiles and labels.
That thread never snapped. Supporting German talent and sustainable business practices remains part of the Berlin Fashion Week program, with workshops, coaching, and showcase slots for selected labels. If you’re curious about the red thread running through it all, read why linen is making everything else look outdated or which trend colors will define spring 2026.
What Became of the MBFW
The name gradually faded. In January 2020, the show format moved from E-Werk to Kraftwerk on Köpenicker Straße. Shortly after, Mercedes-Benz ended its title sponsorship. The Mercedes-Benz Fashion Week became the Berlin Fashion Week, backed by the Fashion Council Germany and the Berlin Senate Department. The star may be gone, but the ambition stayed.
In 2026, the fashion week runs twice: 30 January to 2 February for autumn-winter, and 2 to 5 July for spring-summer. Notice the return to weekend dates-a format that won over international media presence. New this year is RAUM.Berlin, a presentation format from the Fashion Council Germany in partnership with eBay that sits between classic runway shows and static exhibitions.
The logic is clear: Berlin wants to put talent in the spotlight and open the fashion week to a wider audience. That goal was already on the poster in 2019.
Quick Answers
▸Is the Mercedes-Benz Fashion Week still happening in Berlin?
No, not under that name. In early 2020, Mercedes-Benz ended its title sponsorship. Since then, the event has run as the Berlin Fashion Week, organized by the Fashion Council Germany and the City of Berlin.
▸When is the next Berlin Fashion Week?
In 2026 there are two dates: 30 January to 2 February for autumn-winter, and 2 to 5 July for spring-summer. Both return to weekend slots.
▸Can I attend as a private individual?
Parts of the program are open to the public, complemented by live streams and social channels. That open-access promise was already the MBFW’s hallmark in 2019.
▸Was sustainability already a topic in 2019?
Yes. Green Fashion Tours crisscrossed Kreuzkölln, and XOOM offered a dedicated platform for sustainable textiles. The theme has remained a fixture of the Berlin Fashion Week ever since.
Behind the scenes of MBFW. Image source: Unsplash / flaunter
