Mercedes-Benz Global Fashion Engagement 2017: Newcomer label "the-sirius" at Milan Fashion Week

Stuttgart/Milan. Within the Mercedes-Benz International Designer Exchange Program (IDEP), South Korean designer Younchan Chung presented the new collection of his label 'the-sirius'. The show in Milan gave Chung, who won the Designer Award at the International Fashion Showcase in London in February, a further opportunity to present his work on an international stage. Among the guests was fashion icon Amber Valletta, the face of the current Mercedes-Benz Fashion Story, Chapter Three.

South Korea is currently one of the design hotspots in Asia, and Seoul Fashion Week has developed to become a highly regarded date in the global fashion calendar. Mercedes-Benz was honoured to have brought Younchan Chung, an incredible young and emerging design talent to Milan Fashion week. After graduating from the Samsung Art and Design Institute in 2015, the 24‑year old established the label 'the-sirius'. His collections traditionally adopt a masculine aesthetic, but are designed for both genders. Inspired by the current zeitgeist, fashion from 'the-sirius' features beautifully crafted garments with clear lines and high-quality fabrics. The styles are reminiscent of futuristic architecture with austere shapes, geometric seams, striking details and zips are used to give structure. The colour-palette is based on neutral shades beige, white, grey and brown.

Younchan Chung has received multiple awards for his work. In 2015 he was among the 24 designers selected for the H&M Design Awards, he won the Ceci Joongang Design Contest and most recently, he won the International Fashion Showcase (IFS) 2017 during London Fashion Week. This platform, established by the British Council and the British Fashion Council was for the first time this year supported by Mercedes-Benz. The IFS offers talented young designers from around the world a stage where they can present their work to an international audience. In addition to the invitation by Mercedes-Benz in cooperation with Camera Nazionale della Moda, Younchan also took part in a mentorship program by the British Council and the British Fashion Council in the fields of PR, social media and retail.

'I am very pleased that we are able to offer such an innovative and visionary young designer the opportunity to show his collection in Milan,' says Michael Bock, Director of Sport and Lifestyle Marketing at Mercedes-Benz. 'Younchan Chung stands in a special way for the creativity and authenticity with which designers from South Korea are currently making a name for themselves. I hope that the funding in the IDEP helps him to build on his success in international fashion business in the long term.'

Mercedes-Benz International Designer Exchange Program (IDEP)

Over the past 22 years, Mercedes-Benz has established itself globally as an important player and partner of select fashion events. The brand is currently involved in more than 60 fashion platforms, including the Mercedes-Benz Fashion Weeks in Australia, Mexico, Spain and China. As part of its global involvement in fashion, for the past eight years Mercedes-Benz has supported young, talented fashion designers, also with the Mercedes-Benz International Designer Exchange Program. It offers up-and-coming and established designers a unique opportunity to present their collections outside their home markets to an international audience. The International Designer Exchange Program, set up in 2009 is currently active on almost all fashion platforms supported by Mercedes-Benz including Milan, Peking, Berlin, Budapest, Prague and Istanbul. It is often accompanied by an award program set up by Mercedes-Benz where expert jury decides on the award winners. Mercedes-Benz is committed to promoting, supporting and mentoring promising design talents and the International Designer Exchange Program, underpins this brand commitment.

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