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Istanbul Joins DHL’s Fashion Week Family

Merhaba to Mercedes-Benz Fashion Week Istanbul, the latest – and first Middle Eastern – fashion week addition to the DHL partnership family.

DHL is always on the lookout for new ways to provide our support to the fashion industry and this year, we’ve found a great new event to take under our wing – Mercedes-Benz Fashion Week Istanbul. New to the IMG family, Istanbul really strutted its stuff for fashion industry insiders in March with a week of high-powered haute couture events.

The metropolis on the Bosporus has long been considered the capital of chic in the Middle East. That’s what made it the ideal up-and-comer for IMG to take into their fashion fold.

“Istanbul is something we’ve been working on for a number of years,” said Jarrad Clark, Director of Global Production at IMG Fashion.

“We’ve been working really hard on having something in the Mediterranean Middle East area and it’s taken a number of years. Turkey is really our new baby.”

No growing pains

Baby though it may be for IMG, Turkey is no newcomer to the fashion scene. Long a provider to the global fashion industry, with a well-established supply chain and textile manufacturing centers already in place, the country plays a central role in getting designers’ ideas out onto consumers’ bodies.

“You've got to have the manufacturing, you've got to have the design development, you've got to have the nurturing program,” said Clark of the criteria IMG uses for taking on a new Fashion Week event promotion.

Istanbul has this and more, which is why DHL got behind the event, too. Fashion plays a crucial part in DHL business in Turkey, and worldwide. With textiles woven in one country, accessories created in another, and finished products being sewn in yet another, the globality of the fashion supply chain makes logistics a vital part of the industry. Having our stilettos on the ground in Turkey means we’re helping bring designers’ ideas to fruition and out onto shop floors.

With this latest partnership, we’re also bringing the world’s attention to the Middle East’s most talented up-and-coming designers.

“We're going to be developing the fashion designers, create their own brands,” Clark said, emphasizing that manicuring homegrown talent in Istanbul is a central aim.

And from the looks out on the runway at the Autumn/Winter 2013 collection showings, there’s a lot of talent to be honed. DHL’s proud to be a part of that, helping as the new Fashion Week baby grows into its own.

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