Malta’s rich cultural heritage features in more ways than one on the newly launched campaign for this year’s edition of the Mercedes-Benz Fashion Week Malta.

This prestigious week-long festival of fashion forms part of an international circuit of similar events held around the world and Malta’s unique character is expected to stand out against the urban look and feel of similar campaigns from other countries.

“We took the opportunity to showcase icons of our national identity, but I wanted to maintain a very cosmopolitan feel to the whole concept. I must say I’m thrilled with what we’ve managed to achieve and now we look forward to the audience’s feedback”, explained Adrian J. Mizzi, the chief organiser of Malta Fashion Week.

The print and outdoor campaign feature model Vikky Miggiani wearing an audacious red dress from the Charles and Ron collection. She is standing beside a Mercedes-SLK, against a backdrop of the Grand Harbour with the majestic bastions of Fort St Angelo.

The TV campaign spot was shot at the opulent Casino Maltese in Valletta, the building that used to house the treasury of the Knights of St. John. In the spot, the model arrives in a Mercedes-Benz B-Class and walks amongst a group men clad in dinner jackets, who remain perfectly composed as she takes off her overcoat and strips down to her underwear. Two men calmly and very efficiently help her get into her red dress and jewellery so she can walk up the splendid staircase and into a brightly lit room as if she’s walking onto the stage of Malta Fashion Week.

Make-up and hair on both shoots were handled by Elaine Galea and Thomas Fenech respectively. Aldo Shoes and Accessories supplied the footwear, and jewellery was from Thomas Sabo collection. The production team was managed by Adrian J. Mizzi himself who also created the concepts. He was assisted by communications expert Pierre Mizzi from Logix Communications Ltd. Bernard Polidano was engaged for the stills photography, whilst filming and editing was handled by media house Motion Blur. Cygna composed the original music score for the TV spot.

Mercedes-Benz Fashion Week Malta is supported by Estetika and a number of sub-sponsors including Air Malta being the official carrier, Corinthia Hotels being the official hotel and Fimbank, together with the main sponsors of the Malta Fashion Awards – Trussardi Jeans.

Print advert credits:

Model: Vikky Miggiani
Make-up: Elaine Galea
Hair: Thomas Fenech
Dress: C&R
Jewellery: Marco Bicego
Photography: Bernard Polidano
Coordination & Concept: Adrian J. Mizzi
Location: Grand Harbour, Valletta
Design: Logix Communications Ltd.
Car: Mercedes Benz SLK

TV Advert credits:
Model: Vikky Miggiani
Make-up: Elaine Galea
Hair: Thomas Fenech
Dress: C&R
Male suits: Bortex
Shoes: Aldo Shoes & Accessories
Jewellery: Marco Bicego
Concept, storyboards, filming & editing: Motion Blur
Original music: Cygna
Coordination: Adrian J. Mizzi
Location: Casino Maltese
Car: Mercedes-Benz B Class
Male models: Robert, Mark. Roberto, Gino