Culture / Fashion

Unlock your creative potential with Rina Sawayama and more

Be inspired by Mercedes-Benz' new self-improvement campaign.

Want to embrace a new ambition, talent or skill that you’ve always wanted to learn? Four creative forces are brought together for Mercedes-Benz’ 2019’s fashion story: How To. Led by Lena Waithe, who acts as creative consultant on the project, How To’s objective is to “empower change and encourage self-improvement.”

How To is the latest iteration of the #mbcollective fashion story, which as you’ll know is dedicated to championing emerging fashion talent and bringing people from different creative spheres together to generate pioneering ideas. The platform will see a cast of leading creatives from around the world spend a day with experts learning a new skill before demonstrating how to do it. Stepping outside your comfort zone is never easy, and on this journey of self-growth, the participants will motivate and inspire with their stories of strength, character and determination, as well as break down stereotypes. The 2019 #mbcollective protagonists comprise of some of the most exciting names in the worlds of film, music and fashion, including screenwriter Lena Waithe, the model Jazzelle Zanaughtti (aka @UglyWorldWide), singer Rina Sawayama and menswear designer Samuel Ross.

Increasing mobility is at the core of Mercedes-Benz’ DNA, and more specifically the EQC which features in the How To fashion story and launches in the autumn. The EQC is set to drive us towards a cleaner future today and for generations to come – How To builds on this idea of self-improvement and demonstrates the power of inquisitiveness.

Kicking off this May with Jazzelle Zanaughtti, throughout 2019 each protagonist will spend 24 hours with a group of experts learning a new skill before demonstrating their aptitude that evening at an exclusive press event. Members of the public will then be invited to participate in a masterclass so that they too can increase their creative agility and in turn better themselves.

Throughout the year, Mercedes-Benz will post a series of Instagram How To video guides under the hashtag #BenzKnowsHow to further inspire new learnings. Find out more on Instagram @mercedesbenzfashion.

8 April 2019