with She’s Mercedes
Late November 2019. A trip to Marrakech, Morocco. My last international trip of the year took me to magical Morocco – a place which has touched me since my first visit. Together with SHE’S MERCEDES, as well as with LAURÈL and the ABURY FOUNDATION, I went to the Moroccan city in the southwest of the country for a few days at the end of November. The reason for this trip: A gathering of inspiring and strong women from all over the world to explore the city, connect and empower each other. The main topics of the trip were social change, career & entrepreneurship, lifestyle, fashion and art – an open-minded journey through special places in Morocco, far away from automotive topics. Since 2015, SHE’S MERCEDES – an initiative by MERCEDES-BENZ – offers a global platform for women to connect and inspire. Together with ABURY and LAURÈL (a high-end German fashion brand that is supporting inspiring women and their stories), SHE’S MERCEDES created an environment for new perspectives and a moving experience in Morocco.
Andrea Bury, founder of the ABURY FOUNDATION, joined our trip to Marrakech – her second home for over ten years. In 2011 she launched her social fashion business ABURY COLLECTION. ABURY brings young designers together with master craftsmen and -women from all over the world to create new, unique collections. The ABURY FOUNDATION invests parts of its profits and donations in education and community projects, e.g. focusing on children’s education and empowerment of women. In order to achieve common goals, ABURY works directly with everybody involved – with children, parents, communities and local organizations as partners.
Our journey led us from Marrakech to Douar Anzal, a small Berber village in the Atlas Mountains. Andrea Bury established a pre-school for children and a literacy school for women here in 2013. She has been working with the community since 2011. The foundation enabled the construction of a water well, realized different intercultural workshops engaging with environmental and health issues, and initiated art charity projects which financed 70 cataract operations for artisans from the Medina in Marrakech. It also secured one year of pre-school education for the children in the Berber village.
The Abury Foundation invests parts of its profits and donations in education and community projects, e.g. focusing on children’s education and empowerment of women.
With innovative events and information offerings, MERCEDES-BENZ intended to get into a more intensive dialogue with women and significantly increase the relevance of the brand for this target group. SHE’S MERCEDES offers emotional stories and exciting portraits of strong women. The main topics are business, lifestyle, work-life balance, products, design and fashion. First and foremost, interesting, mainly female personalities from different fields and industries are presented. In intimate portraits, home stories and interviews, they provide their personal insights into their business and private life, as well as how to balance the two – stories about the ups and downs of their careers, personal achievements, mistakes, fears and goals. The spectrum ranges from female entrepreneurs, sports women, actresses and singers to designers and bloggers.
“She’s Mercedes is an initiative by Mercedes-Benz, dedicated to inspiring, connecting and empowering women who are driven to make things happen.”
The heart of SHE’S MERCEDES is dialogue. It is an inspiration platform for both sides. MERCEDES-BENZ established a network where successful women can exchange ideas, develop new ideas and make relevant contacts – a hub for sparking conversation, offering new perspectives and supporting ambitions. At the same time, MERCEDES-BENZ brings women closer to the brand environment of the star and learns more about their needs and wishes in the field of mobility.
A trip full of inspiration, female empowerment, exploration and connection.
Shot on location in Marrakech & Douar Anzal
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