Aug 29, 2011 at 04:45 PM
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Mercedes-Benz Fashion Week Adds Two New Sponsors

In between earthquakes and hurricanes, it's easy to forget that Mercedes-Benz Fashion Week is coming up in New York. Notable additions to this year's line-up include Fiber One Bars, the General Mills brand that it seems will be the official snack of Mercedes-Benz Fashion Week, and AriZona Beverages, which has a history of fashion sponsorships. The beverage and snack brands will join returning sponsors DHL, American Express, Maybelline New York, TRESemmé, W Hotels Worldwide, ideeli and Fiji Water. AOL, Diet Pepsi, Starbucks Frappuccino and Kim Crawford Wines, all sponsors last Spring, won't be returning for the Fall edition of Fashion Week, which kicks off September 8th.

This will be the first time that AriZona Beverages sponsors Mercedes-Benz Fashion Week, though it did sponsor another IMG Fashion event, Mercedes-Benz Fashion Week Swim, in Miami this past July. The brand has also sponsored individual fashion shows at New York's Mercedes-Benz Fashion Week in the past, such as Vera Wang's show in 2009, but this is the first year that the New York-based brand has come on as a sponsor of the full event.

Both new additions seem spot on for the Fashion Week demo. We'll keep an eye out for more on their activations in the coming weeks.