Fashion brands

Why automakers are turning to collaborations with fashion brands – News

Shakespeare’s Hamlet says: “For the garment often proclaims man.” This is true not only for the clothes we adorn, but also for the vehicles we own. Both are supposed to be extensions of our personality whether we like it or not.

And every now and then we see these genres overlap. Automakers inject a style inspired by fashion brands into their vehicles and accessories, sometimes creating limited edition varieties. And fashion houses use the emblems and heritage of automakers to create a unique piece or a range of outfits and accessories to suit a specific customer or a certain demographic. Let’s dive into this intersecting world, where car and fashion meet. Check out some notable examples.

From the fashion capital of Italy

It wasn’t that long ago that we got a taste of this type of partnership when we tested a range of Maserati vehicles. “What was the distinction? I hear you ask! Luxury fashion house Ermenegildo Zegna, which is particularly known for men’s blazers and suits – also an Italian brand with a century-old heritage – added lavish mulberry silk embroidered trims to the seats of these vehicles, making them d ‘all the more comfortable while adding an extra dimension of opulence. Apparently, these craftsmen need some 300 km of silk thread to complete a vehicle, and the silk itself has been developed to have the same durability as leather. More impressive! The latest versions of these Zegna editions have a unique woven Pelletessuta leather and, as expected, are only reserved for a few units of Quattroporte S Q4 GranLusso sedans and Levante S GranSport SUVs.

By the way, some of you might remember the Lamborghini Murcielago LP 640 Roadster Versace. As if a wedge-shaped rocket from a vehicle with over 600 horsepower under the hood wasn’t appealing enough, Versace marked its styling on just 20 of these units, with their recognizable Greek fret pattern on the doors in scissors and nappa leather upholstery. It also came with high gloss “Hermera” black finish wheels, carbon fiber interior trim and a glass engine cover.

And don’t think that the cheaper, more affordable car brands aren’t getting into the action. Fiat offered Gucci versions of both the 500 hardtop and the 500C fabric roof for a modest price increase over regular units. And the popularity of these partnerships meant that they had no problem moving the stock. The cab of these vehicles was either all black or with a black / white contrast treatment to match the exterior paint schemes i.e. black or white, with Gucci’s signature red and green stripe along the waistband. box on hardtop models and along the fabric top on the 500C. Satin chrome accents on the interior, Gucci badges on the door frames, accented by chrome mirrors and door handles, and unique 15-inch aluminum wheels with the “GG” design interlocking on the center caps are featured. just a few of the traits that keep this 500 sheepish. separated from the herd. Fiat has also produced a unique piece, called B.500 “MAI TROPPO” with the expertise of Bvlgari. This convertible sported Imperial Saffron metallic paint, an iconic Bvlgari shade. It is a color obtained through the integration of a special gold powder, the very precious offcuts of the jewelry making process from the Bvlgari production site in Valenza. Equally interesting is the dashboard which is made from Bvlgari silk scarves inherited from the collections of the past.

The French connection

These alliances are by no means limited to 4-wheel vehicles. The Vespa-Dior collaboration is one example. The famous Italian scooter maker and the world famous French fashion house Dior have come together to create a variety of Vespa 946 with the help of Maria Grazia Chiuri, the artistic director of Dior. The intention was to “celebrate the freedom of movement and expression of women”. Some of the accolades include a saddle covered with the recognizable Dior Oblique pattern that complements the scooter’s exclusive beige finish, retro bronze-gold inlays, and a range of accessories including a Dior patterned helmet, luggage and luggage rack. the back to match the scooter.

The English patent

One of my personal favorites was the darling of legendary SUV builder Land Rover – now owned by Indian TATA engines – and designer Paul Smith. The color block strategy, along with the color tone and fluorescent yellow highlights, is apparently a childish, albeit fresh, take on the design, free from corporate constraints and muted creativity. The vehicle features 27 different colors on the exterior panels, taking inspiration from the British countryside and defenders used by the armed forces of the time. The interior has been prepared with black leather contrasts against blue stitching. And there are a lot of little hidden details, including the image of the keys inside the glove box and the hand-painted bee on the roof, which are really weird.

European style, American flair

More recently, American designer brand Kith and BMW created a unique BMW M4 Competition, limited to 150 units. It has received Kith badges on several surfaces upside down, but the highlight has to be the big Kith branding on the carbon fiber roof. The M Carbon bucket seats covered in black Marino leather have been redesigned in a tricolor makeup inspired by the M color palette. Lucky buyers were given the choice of the Frozen Black, Frozen Dark Silver and Frozen Brilliant White paint schemes for the exteriors .

The Athleisure angle

Again, this marketing movement isn’t just for high fashion brands, you have sports companies that are replicating this strategy as well. Volkswagen involved Adidas in the making of this special edition Golf GTI hot hatchback. It was available in a 3-door or 5-door version. The GTI, which is usually accompanied by the famous tartan fabric, has been replaced by leather upholstery with the classic adidas triple stripe in this case. The car rode on 18-inch Serron alloy rims and had Adidas branded B-pillars, as well as tinted taillights.

wknd@khaleejtimes.com


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