(New York, NY February 12, 2004) - 7th on Sixth, the producers of Mercedes-Benz Shows L.A. and smashboxfashionweeklosangeles announced today that they have joined forces to produce Mercedes-Benz Fashion Week at Smashbox Studios in Culver City, CA March 29th - April 2nd, 2004.

Mercedes-Benz Fashion Week at Smashbox Studios will be a joint production between the two groups utilizing the unique experience and expertise each of these entities brings to this marketplace. Mercedes-Benz USA, the luxury automobile company that was the inaugural sponsor of Mercedes-Benz Shows L.A. has agreed to be title sponsor of this new venture. Additional sponsors to date include Smashbox Cosmetics, American Express, Redken, Evian, Getty Images, Silhouette, Cotton Inc., Bluefish Concierge and Zink Magazine.

In April and October 2003, smashboxfashionweeklosangeles introduced a series of shows at their Culver City photography studio, owned by lifetime Los Angeles residents and brothers Dean and Davis Factor. In October, 2002, 7th on Sixth, the New York based production company now in it's eleventh year of producing the semi-annual Olympus Fashion Weeks in New York City announced they would be heading west in 2003 to present Mercedes-Benz Shows L.A. at the Standard Downtown LA Hotel. The Fall and Spring events also took place in April and October 2003. Joining forces will address many of the issues raised by the attendees of the L.A. shows who found competing show schedules and venues counterproductive, ultimately compromising the success of an L.A. fashion week.

"Working in conjunction with Smashbox to produce an organized and centralized show venue is a total win-win for the entire L.A. fashion industry," said Fern Mallis, Executive Director of 7th on Sixth. Dean Factor, Co-founder of Smashbox noted "the expertise of the 7th on Sixth team combined with the full service studio facilities at Smashbox and our relationships with the style and entertainment industries, will further galvanize the industry and make L.A. a fashion destination for the world's press and buyers." Members of the press can register for Mercedes-Benz Fashion Week at Smashbox Studios atwww.mbshowsla.com. Further details about the event will be announced at a later date.

ABOUT 7TH ON SIXTH
7th on Sixth was formed in 1993 to organize, centralize and modernize the New York collections. Over the past ten years, leading and cutting-edge designers including Anna Sui, Badgley Mischka, BCBG, Behnaz Sarafpour, Betsey Johnson, Carolina Herrera, Chaiken, Cynthia Steffe, Esteban Cortazar, John Varvatos, Marc Bouwer, Michael Kors, Narciso Rodriguez, Nicole Miller, Oscar de la Renta, Perry Ellis, Proenza Schouler, Ralph Lauren, Reem Acra, Richard Tyler, Tommy Hilfiger, Tracy Reese, and Vera Wang have presented their collections in the renowned Bryant Park tents. It has become one of the city's marquee events attracting thousands from fashion industry leaders, the worldwide press and buyers to celebrities and politicians.

7th on Sixth is owned by IMG, the world's largest lifestyle and sports marketing and management firm. IMG employs an international staff of over 2,500 in more than 80 offices in 32 countries and manages many of the world's top personalities, events and properties. IMG Fashion now produces Olympus Fashion Weeks in New York, Mercedes-Benz Fashion Week at Smashbox Studios, Lakme Fashion Week in India and represents Milan Fashion Week, Sao Paolo Fashion Week and Mercedes Asia Fashion Weeks in Singapore and Russian Fashion Week. IMG publishes THE DAILY, the fashion industry's new stylish obsession during fashion weeks in New York, Los Angeles and Milan.

ABOUT SMASHBOX
Founded in 1991 by brothers Dean and Davis Factor, Smashbox Studios is a full service beauty enterprise located in Culver City, California. The company offers a number of services for the entertainment and fashion industries including five still photography studios and a sound stage to host the hippest Los Angeles events. Over the years, the company has grown to include numerous ventures such as a beauty agency called Mercury Artists Group representing LA's top hair stylists, make-up artists, clothing stylists, set decorators and photographers; a successful cosmetics company called smashbox cosmetics; a photography equipment rental house; and most recently, a co-ownership of Photogenics Modeling Agency. Dean Factor serves as the CEO of the companies and photographer Davis Factor is the Chief Creative Officer.

ABOUT MERCEDES-BENZ
Mercedes-Benz USA, headquartered in Montvale, N. J., is responsible for the sales, marketing and service of all Mercedes-Benz and Maybach vehicles in the United States. In 2003, Mercedes-Benz USA achieved an all-time sales record of 218,717 new vehicles, setting the highest sales volume ever in its history and achieving 10 consecutive years of sales growth. More information on Mercedes-Benz and its vehicles can be found at www.mbusa.com and www.maybachusa.com.