Instagram photos of Kylie Jenner in your outfit following her Central Saint Martins location, attending the official London Fashion Week schedule – Cha-chin! You have achieved the following fashion designer hat-tricks: But today’s talent has a rapidly accelerating fourth dimension. Tip: Comes with a 4×4.
Yes, a car collaboration is a somewhat unlikely, but definitely lucrative, deal for budding design talent.
W Magazine’s 50 Couldn’t Miss Itth Chloe Sevigny, Michaela Cole, Karlie Kloss, Pharrell Williams and more were spotted with new 2023 Lexus RX models inspired by The Wizard of Oz at October’s New York bash.
A glossy red car was parked center stage at a magazine party “presented” (read and paid for) by a Japanese automaker. Star of the show? It’s a high camp, Dorothy’s slipper style ruby red glitter rim. They were designed by London-based creative his director Harris Reid.
“We were looking to connect with a specific subset of RX drivers,” says Lisa McQueen, media manager at Lexus. “They are open-minded, diverse, creative, thoughtful, and confident.” Gender-fluid fashion We have been very successful in producing ,” she confirmed.
And Reed is far from the only newcomer in London to sit under the hood and spice up a car campaign. Invited to boost sustainability. “I think cross-industry collaborations always bring something unexpected. We certainly learned a lot,” said the designer.
The company’s director of marketing, Andy McGregor, explains: Recycled marine debris (SEAQUAL™) used in the car’s interior was fashioned into a catwalk-ready outfit, while RÆBURN’s parachute one of his prints was splattered throughout the car. “We hope this collaboration will further expand the possibilities for powerful, sustainable and stylish all-electric mobility. At CUPRA, we are excited to challenge the norms of the automotive industry.” he says.
But it’s not that unusual. Fashionable and fast cars have been companions for longer than you might think. From Gucci his Cadillac in 1979 to Paul his Smith his Land Rover in 2016, there are high-profile partnerships, and in 2021 Ferrari will hold its first fashion show in Milan. Crucially, though, the auto giant has become the main sponsor of his fashion week around the world (for the benefit of editors who shuttle around town in advertised cars).
Mercedes-Benz has supported London Fashion Week for over 16 seasons, becoming the title sponsor for the first time in 2010, before withdrawing its support. Last December, the German manufacturer also withdrew its title support for Berlin Fashion Week for the first time in 15 years.
For Mercedes, direct collaboration with the brand has taken center stage instead. So far this includes Balenciaga, Virgil His Abloh, and Proenza Schouler. And in keeping with the fad, their recent November campaign draws on up-and-coming London designer Saul Nash and his dance-ready aesthetic to create an e-sports, Benz logo. created a tracksuit collection. The result is visually stimulating, depicting a diverse cast of young dancers flipping sleek cars.
Like other automotive spokespersons, Julia Hoffmann, head of brand collaborations and brand entertainment at Mercedes, has spoken out about the “new impetus” provided by Nash. “Sole’s design, and his passion for performance in particular, fits seamlessly into Mercedes-Benz’s approach: reaching out to new audiences through being at the crossroads of cultures.”
For car brands, this is a nifty marketing technique to stay on the cutting edge. For designers, it’s a compelling business. The designer is paid for his collaborations, and while no one reveals the exact numbers, we can guess quite a few.For reference, Mercedes-Benz his group recorded his €11 billion net profit in 2021.
The future of fashion cars is bright. Nash only made clothes this time, but he doesn’t rule out creating bespoke models.
“If I designed a car, it would be something I could fly in. A sleek, streamlined sports car that could change colors to suit my mood,” he said. increase. This is the type of bigger-than-life idea that big companies seem to be trying to move forward with.