The event highlight of the first day was the third edition of the joint VOGUE and Mercedes-Benz Fashion Night, which was attended by the who's who of the fashion industry as well as many celebrities. Boris, Lilly and Noah Becker was seen enjoying the evening as were Hannah Herzsprung, Hannelore Elsner, Natalia Wörner, Jana Pallaske, Luca Gadjus, Jette Joop, Michael Michalsky, Dorothee Schumacher or Viktoria Strehle, Nicolas Berggruen, Nikolaus Jagdfeld and Berlin’s mayor Klaus Wowereit.
The Mercedes-Benz Fashion Week S/S 2011 took off to a fiery start under the event tent on Berlin’s Bebelplatz. Marcel Ostertag, who had received the New Generation Award at the 2008 Mercedes-Benz Fashion Week, was the first designer to showcase his latest collection. Following him were Austrian designer Lena Hoschek, glamourous fashion brand Christina Duxa Couture, South Tyrolean Designer .Dimitri and local brands Lala Berlin and Kaviar Gauche.