Hyundai Motor Co. has added some fashion to its brand picture by unveiling three, not-for-sale Equus limousines designed by Hermès. The car marker is not planning to extend the edition to the market, but it hopes that the collaboration will influence customer perceptions and the brand will be more associated with the top-notch luxury fashion world.
fashion & luxury
MINI has collaborated with international fashion guru Roberto Cavalli to create an exclusively decorated one-off MINI Paceman for the Life Ball, one of the biggest AIDS charity events. Each year since 2001, a specially re-imagined MINI car has been auctioned at the AIDS Solidarity Gala event to raise donations for HIV projects.
The luxury watches brand Hublot is set to make its own contribution to the global water-saving movement that is being actively supported by many eco-minded fashion labels like Giorgio Armani, H&M and Levi’s to name a few. The brand has teamed up with the legendary electronic music band Depeche Mode to benefit the non-profit organization charity:water by raising funds to bring drinking water to the poorest countries.
Italian fashion giant Gucci has teamed with a roster of female celebrities to launch a new global campaign, Chime For Change, aiming to empower women across the globe. Beyoncé Knowles, Salma Hayek and Frida Giannini, Gucci’s creative director, have become the ambassadors of the new initiative, announced at the TEDxWomen luncheon yesterday, February 28. The effort is designed to inspire girls and women in different parts of the world to be bold, strong and enthusiastic about claiming their right for a better life.
Stop-motion is one of the favourite video techniques embraced by fashion brands like Louis Vuitton and Fendi. Another luxury brand, Hermès, uses an object animation in its latest campaign dubbed “Vive Le Sport” (“Long Live Sport”). There are four short spots directed by Simon Cahn that capture the spirit of the coming spring.
Burberry has introduced another tech innovation to the world of fashion. To showcase the Burberry Prorsum Autumn/Winter 2013 collection, the brand has reportedly developed its own technology (although, referred to as RFID technology at the official website) to enable “Smart Personalisation” service to let tech-savvy fashionistas order custom-made bags and outerwear with engraved nameplates on them right from the catwalk. The service is available for two weeks until March 3.
Samsung, which has been taking on its rivals Apple and BlackBerry in its recent advertising campaigns, now switches to a friendlier way to promote its Galaxy Note II smartphone. The brand is collaborating with fashion designer Alexander Wang on “the industry’s first co-created print inspired by crowdsourced sketches and images,” created using the Samsung device. The new partnership has both a fashion and a philanthropic twist: the collectively created design will be featured on a limited-edition bag set to be launched in key select markets across the globe to raise money for the Art Start charity, which helps change lives of at-risk children through art.