Following the success of the fall of 2024, the Mercedes-Benz Bucharest Fashion Week (MBBFW) returns and once again transforms the city into an impressive fashion runway from March 26-30. True to its mission to support the creative spirit in a community that loves unique and innovative experiences, IQOS becomes a partner of the event. The brand joins the event’s declared goal of raising the standards of fashion in Eastern Europe, including by promoting Romanian design in an event that confirms Bucharest’s position as an international creative and cultural hub. Fashion will conquer Bucharest, which will host presentations, shows, art installations, and related events in various locations. Four days of events are expected to attract over 3,500 attendees. The main fashion presentations will bring together collections by Maria Lucia Hohan, Rhea Costa, Murmur, Ami Amalia, Carmen Secăreanu, M.Marquise, and Alexandra Șipa on the same stage. They will be joined by international designers, including BEVZA, Litkovska, and Ksenia Schnaider from Ukraine, Ok Kino from Moldova, Kata Szegedi from Hungary, and Diana Milkanova from Poland. Romanian brands such as NISSA, VOL, Medeea, and Almaz will hold private fashion shows in historical and unconventional locations in Bucharest, and the highlight will once again be the show of a surprise international designer. Mercedes-Benz Bucharest Fashion Week creates a common space for designers, fashion publications, media, and opens up to the public local brands, as well as established or emerging creators. It’s the place to be. The event is aimed at an urban, trend-conscious audience who appreciates aesthetics and modern design and focuses on three central pillars: sustainability, education, and art.
The previous edition enjoyed international attention from major names in the industry, with appearances in the most important fashion publications that included the event in the “Editor’s choice” category. The collaboration with IQOS is a natural fit. Focused on creativity, innovation, and discovering new voices to refresh the aesthetic language, IQOS remains a brand always in search of new experiences and perspectives. Its constant interest in beauty and emerging talents remains one of the brand’s committed directions. The decision to join the most important fashion event in Romania is in line with the brand’s path and reaffirms its concern for the needs of the community it has built, for a more beautiful world. The partnership was officially announced by Roxana Voloșeniuc and Mario Antico, co-founders of MBBFW, on February 20, during a private event organized at Scânteia+, attended by dozens of designers, journalists, public figures, content creators, and opinion leaders. All enjoyed a meeting where good taste blended with unexpected moments, a complete spectacle for the senses, as is every experience that bears the IQOS signature.
“We are honored to collaborate with one of the most innovative brands in the world, which has proven its support for creativity from the beginning and continues to do so even after 10 years, showing its openness to social and cultural progress in the communities where it operates,” said Roxana Voloșeniuc.
IQOS supports the creative community in Romania and offers exposure, visibility, and active involvement in achieving the artistic vision. The values that define the brand, such as progress, innovation, and their role in society, enhance emerging talent and bring it to the center of the community.
“We were very pleased to hear that IQOS is joining our story and mission to put Bucharest on the international fashion map, alongside the major capitals of the field. We choose top partners from each strategic industry, and IQOS is a leader in its field. We consider this partnership to be valuable and we hope to develop as many creative projects together as possible,” said Mario Antico.
With the two editions this year, in March and October, the Mercedes-Benz Bucharest Fashion Week enters the international calendar of fashion and design events.
IQOS is not risk-free. It releases nicotine, which is addictive. IQOS is intended for adults who would otherwise continue to smoke or use nicotine products.
