The Mercedes-Benz Fashion Week at Smashbox Studios will this year focus on the environment, with designers and sponsors alike demonstrating their commitment to eco-friendly developments.

As principle sponsor, Mercedes-Benz will promote BlueTec - its latest breakthrough in clean diesel engines.

BlueTec relies on pioneering technology to reduce pollutant emissions, particularly nitrogen oxide. Mercedes-Benz hopes to offer vehicles equipped with BlueTec in 2008, as part of a general drive towards cleaner cars.

The famous fashion show itself will also be organised with the environment in mind, with IMG Fashion’s Fern Mallis already exploring a range of new initiatives.

"We will encourage the designers who have consistently shown with us to include some garments that promote sustainability and eco-friendly fibres," she said.

Carol Goll, general manager of brand event marketing at Mercedes-Benz USA, added: "Society is increasingly aware about its impact on the environment, from the clothes we wear to the vehicles we drive, and Mercedes-Benz Fashion Week at Smashbox Studios is the ideal time and place to continue driving this discussion forward."

Further information about the environmental focus will be provided in August and September. The show will finally get underway on October 14th and will run until October 18th.

In Europe, Mercedes-Benz Fashion Week Berlin will take place in front of the Brandenburg Gate between July 12th and July 15th this year.

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