Baku’s Moment: Aysel Huseynova on Mercedes-Benz Fashion Week’s Debut

For three dazzling days, Baku transformed into the epicenter of regional style as the Azerbaijani capital hosted its first-ever Mercedes-Benz Fashion Week. The event not only cemented the city’s rising status as a cultural destination but also spotlighted its potential as a dynamic new hub for fashion innovation.

In an exclusive interview, Aysel Huseynova, one of the visionaries behind the event, shares insights into its transformative impact, Baku’s evolving role on the global stage, and ambitious plans to nurture the next generation of Azerbaijani design talent.

Aysel, What inspired the launch of Mercedes-Benz Fashion Week in Azerbaijan, and why was now the right time to bring it to Baku?

Aysel: The idea of launching Mercedes-Benz Fashion Week in Azerbaijan came from a deep belief in the creative potential of our designers and the cultural richness of our country. For years, Azerbaijan has been steadily emerging on the global creative map—not only through music and art but also through fashion. The timing felt perfect: we have a new generation of designers eager to be seen, a growing international curiosity about the region, and a strong local appetite for innovation in style and self-expression.

Baku has always been a cultural crossroads, and now it’s ready to be recognized as a fashion capital in the region.

What message do you hope this fashion week sends about Azerbaijan’s place in the global fashion scene?

Aysel: Our goal is to show that Azerbaijan is not just a country of tradition but also of transformation. Through MBFW Azerbaijan, we aim to communicate that our creative voices are bold, contemporary, and globally relevant. By sharing the stage with designers from different countries, we’re asserting that Azerbaijan is both a host and a contributor to the international fashion dialogue. We want the world to see Baku as a platform where East meets West—and where innovation and heritage coexist beautifully.

What were the most exciting moments in organizing the very first edition of the event?

Aysel: Every step was a first, which made the entire process exciting—from selecting the venue and curating the lineup to building relationships with international partners. One of the most thrilling moments was witnessing how enthusiastically local designers responded to the news. They embraced the opportunity with open arms and real creative energy, understanding the importance of this platform for both individual growth and national representation. At the same time, the support we received from international partners was incredibly motivating. Many had been waiting for this moment—eager to explore new markets and connect with the creative community in Azerbaijan. Finalizing our collaboration with Mercedes-Benz was also a key highlight, affirming our belief in the event’s potential and international relevance.

In what ways do you hope this event will support and elevate local designers?

Aysel: Our primary goal is to create a strong, international platform where Azerbaijani designers can showcase their talent on equal footing with global names. MBFW Azerbaijan offers them visibility, media exposure, and opportunities to connect with buyers, industry leaders, and fashion institutions. Beyond the event itself, we are already working on establishing special participation conditions for local designers to ensure that the support is not just symbolic but practical and impactful. As the Executive Director of the Azerbaijan Fashion Designers Association, I am deeply committed to building a long-term system of development where local designers have access to mentorship, resources, and international collaboration. This fashion week is just the beginning of that broader mission.

You’re incorporating technologies like AI and digital elements into this year’s fashion week—what motivated that decision, and how do you envision the future of tech-driven fashion events?

Aysel: Fashion is a reflection of the times, and we’re living in an age of digital transformation. Integrating AI, augmented reality, and other digital elements felt natural—not as gimmicks but as tools to expand creative storytelling. These technologies allow designers to reimagine their collections in immersive ways and for audiences to experience fashion beyond the physical runway. We believe the future of fashion weeks will be hybrid: blending craftsmanship with innovation, emotion with interactivity. Our mission is to ensure Azerbaijan is at the forefront of that evolution.