M.I.A. & Mercedes-Benz host an intimate performance by Tommy Genesis to launch #mbcollective Fashion Story, Chapter One

Last night, Mercedes-Benz and British singer M.I.A. celebrated the launch of #mbcollective Fashion Story, Chapter One, by hosting a live performance by M.I.A.’s chosen protégé, Canadian singer and model, Tommy Genesis.

M.I.A. & Tommy Genesis appear in Mercedes-Benz #mbcollective Fashion Story, Chapter One

 Tommy performed a 30 min live set featuring acclaimed songs including Kodak from her current album babi.daddi to an audience of 250 people at The Store, at 180 The Strand, the new official home of London Fashion Week.

Tommy Genesis at Mercedes-Benz #mbcollective launch party with M.I.A. & Tommy Genesis.

Titled Generation Now, Generation Next, the new #mbcollective fashion story is a new initiative for luxury automotive brand Mercedes-Benz, and will unite international talent in the form of three protagonists (Generation Now) and their accompanying protégés (Generation Next), to be released globally throughout the year 2017.
Chapter One features the British musician and artist M.I.A. and her protégé, the emerging Canadian rapper Tommy Genesis. All the international talent together with Luke Gilford and a group of emerging fashion designers, whose pieces feature in the campaign, comprise the first members of the burgeoning #mbcollective – a group of influencers, trendsetters and designers who will amplify Mercedes-Benz’ global fashion engagement and use their extensive social following to communicate their activities and embody Mercedes-Benz’ core initiative CASE (Connectivity, Autonomous, Shared Services and Electric Drive).

M.I.A., Luke Gilford & Tommy Genesis at Mercedes-Benz #mbcollective launch party with M.I.A. & Tommy Genesis.

In line with Mercedes-Benz’ ongoing commitment to nurturing and supporting young and emerging talent, the three Chapters will feature fashion by Mercedes-Benz supported designers including Anna October, Xiao Li, William Fan, Ran Fan and Steven Tai.

Xiao Li, Luke Gilford, William Fan, Tommy Genesis, M.I.A.,Steven Tai & Anna October at Mercedes-Benz #mbcollective launch party with M.I.A. & Tommy Genesis.

The last 22 years have seen Mercedes-Benz establish itself globally as a key partner and title sponsor at selected fashion weeks and events. The brand currently participates across more than 60 international fashion platforms, including Mercedes-Benz Fashion Weeks in Amsterdam, Beijing, Berlin and Milan, as well as the acclaimed International Festival of Fashion and Photography in Hyères. Mercedes-Benz continues to support selected fashion events around the world, and over the course of two decades has forged in particular an admirable reputation for the promotion of emerging design talent.
Photographer Credit: Luke Gilford
BTS Photographer Credit: Jon Paul Douglass