This week the Mercedes-Benz sponsored Los Angeles Fashion Week launches its third season. Some of the week’s fashion highlights will include Lloyd Klein’s kick off Monday morning collection (his first US show) followed by Coco Klicks, 2B Free and Petro Zillia; Tuesday’s Von Dutch Kids, Mason by Michelle Mason, Custo Barcelona, Pegah Anvarian and Jenni Kayne; Wednesday’s Sue Wong, Heike Jarick, Sheri Bodell and Frankie B; Thursday’s MartinMartin, Danang, Richard Tyler and Joe’s Jeans; and Friday night’s toppers from Eduardo Lucero, Sanctuary and Louis Verdad.

“Los Angeles leads the way in clothing and lifestyle trends, says Geno Effler, head of PR for Mercedes-Benz USA. “We want to be associated with these cutting edge trend-setting designers and their alpha customers who really care about their clothes and the cars they drive. The Factors bring that cool California lifestyle element that draws the stars and trend- setters. This is just where we, as a company, want to be.”