• by Karl Greenberg , July 21, 2008

Mercedes-Benz is using title sponsorship of Miami's Mercedes-Benz Fashion Week to do its own fashion-related events at the city's Raleigh Hotel. The company ran a swimwear design show this weekend featuring 15 designers, with Red Carter as "Mercedes-Benz Presents Designer for Swim 2009."

The hotel will also have a branded lounge, "Mercedes-Benz Star Lounge," hosting various fashion-show events by invitation only. Mercedes-Benz will also have a "beauty retreat" in private cabanas alongside the hotel's pool.

Mercedes will display vehicles like the SLK, SLR Roadster, C63 AMG and SL Roadster at the hotel.

The company is title sponsor of Fashion Week in New York, Los Angeles, Mexico City, Berlin and Miami. Starting next year, Mercedes will also have title sponsorship of Stockholm Fashion Week by Berns.

This summer, Mercedes-Benz was creator and title sponsor of "Young Fashion Industry Award at Stockholm Fashion Week."

"Mercedes-Benz Fashion Week Berlin," Germany's only internationally ranked fashion event, was founded last year by the automaker. Mercedes-Benz has title-sponsoring rights for the twice-a-year event until 2011; the summer show is happening this month.

The Montvale, N.J.-based U.S. sales arm of Mercedes became sponsor of New York's Fashion Week in 2001--the year the show, produced by 7th on Sixth, was brought under the aegis of sports and lifestyle marketing firm IMG, which acquired 7th on Sixth from the Council of Fashion Designers of America. The council created 7th on Sixth in 1993.

Like other luxury automakers, Mercedes-Benz, saw sales hurt last month from high gasoline prices. The company sold 19,576 cars and trucks in June, versus 19,589 during the month last year. Still, Mercedes' overall sales are up 10.5% in the first six months to 130,678 vehicles.