Fashion Engagement Communication
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Stuttgart/New York. The collaboration between Mercedes-Benz and the New York-based fashion label Proenza Schouler offers a new experience in luxury fashion and responsible design. Taking inspiration from travel and the open road, this limited-edition capsule includes seven gender neutral styles that serve as elevated components crafted for a luxury traveller’s needs. The collection launches on November 9th, and will be available exclusively at www.proenzaschouler.com globally, Saks Fifth Avenue in New York, and Selfridges in London. In the Studio Odeonsplatz – the Mercedes-Benz brand space in Munich downtown – the collection will be showcased as an exhibition and pieces can be purchased on site until the end of November.
Each piece from the collection is a study in colour and craftsmanship that reflects the passion of both brands for exquisite materials and outstanding design. Recycled cashmere blankets, offered alongside naturally tanned blanket harnesses, showcase Proenza Schouler’s take on the iconic Mercedes-Benz star, featured in an abstract print in various colourways, including ecru, marigold and sky blue. The olive-green eco cotton trench coat offers a new interpretation of a travel staple, and is designed as a finishing piece, with a statement star motif jacquard lining. The knit turtleneck is made from a luxurious recycled cashmere, and the eco cotton tie dye t-shirt, a quintessential Proenza Schouler staple, is produced using organic and eco-friendly dye methods. Accessories include an oversized graphic weekend tote made from recycled wool, and keychains crafted out of upcycled leather and featuring the Mercedes-Benz brand logo.
“Ground-breaking innovations, brand-shaping design and sustainability as guiding principles across all strategic fields are at the heart of how we think and act. Today, we are presenting the first Mercedes-Benz fashion capsule collection in collaboration with the Proenza Schouler designers Lazaro Hernandez and Jack McCollough. With the ‘Power of Two’, both brands unite by sharing the same values in offering responsible luxury design and craft. This collaboration aims to take customers and fans on a sustainable road trip that reflects timeless design, where fashion becomes a contemporary messenger of cultural change that enhances the value of individual lifestyle”, says Bettina Fetzer, Vice President Communications & Marketing Mercedes-Benz AG.
“Mercedes-Benz has always been a brand we have deeply respected, and one that has been baked into the public and our imaginations for decades. It is a brand that is synonymous with sophisticated craftsmanship, and an aspirational, culturally relevant luxury that has always appealed to us. Recently, the brand’s commitment to electric-only and emission-free mobility through the introduction of the EQ models is something that has particularly drawn us in as we enter this first part of the decade. We wanted to create a collection inspired by travel and the open road, and used this as an opportunity to try new, environmentally responsible production methods. The experience opened our eyes to how much can be done while designing through a sustainable lens, and we are grateful to Mercedes-Benz for their partnership through this process”, say Jack McCollough and Lazaro Hernandez, Designers Proenza Schouler.
The Power of Two, featuring Laura Dern and Ellery Harper
The campaign entitled ‘The Power of Two’ is featuring Laura Dern and Ellery Harper. A visionary road trip of a mother and her son in an all-electric EQS along the coast, builds the dreamy scenery for the visual impressions of Mercedes-Benz and Proenza Schouler’s capsule collection. Acclaimed actress Laura Dern and her son, model and musician Ellery Harper, who are both passionate about sustainability and responsible design, capture the collection’s spirit of wanderlust and cross generational family bonds. Styled by Joe McKenna and photographed by Harley Weir, the campaign relays the sense of discovery and exploration that inspired the design perspective.
About Proenza Schouler
Proenza Schouler is a New York based womenswear and accessories brand founded in 2002 by designers Jack McCollough and Lazaro Hernandez. The duo met while studying at Parsons School of Design, eventually collaborating on their senior thesis, which became their first collection as Proenza Schouler. Named after the designers’ mothers’ maiden names, the collection was bought in its entirety by Barneys New York. Known for drawing inspiration from contemporary art and youth culture and the combination of traditional tailoring techniques with custom developed fabrics, Proenza Schouler has played an important role in reinvigorating American fashion. Proenza Schouler won the inaugural CFDA Vogue Fashion Fund Award, and has won five CFDA Awards, including Accessory Designer of the Year and Womenswear Designer of the Year. The brand has a flagship boutique located at 121 Greene Street in New York, as well as a pop up location in East Hampton, NY, and is sold in over 350 doors worldwide.
Mercedes-Benz Global Fashion Engagement
Since 1995, Mercedes-Benz has established itself worldwide as a major player in the fashion industry, building authentic relationships within the fashion community through its commitment to emerging designer initiatives, innovative collaborations, fashion week partnerships, and live events. The brand is currently active in many key locations around the world, including the Mercedes-Benz Fashion Weeks Russia, Mexico, Madrid, Tbilisi and Berlin and also the acclaimed International Festival of Fashion, Photography and Fashion Accessories in Hyères.
A responsible future in fashion
Committed to the sustainable future of luxury design, Mercedes-Benz proactively works to future-proof the responsible growth of its fashion partnerships; highlighting best practices and aligning itself with creatives that reflect and champion values such as outstanding and intuitive design, creativity and innovation. Mercedes-Benz is delighted to develop its long-standing partnership with Festival Hyères for 2021 with the inaugural Mercedes-Benz Sustainability Prize, an evolution of Mercedes-Benz’ support of the festival’s fashion finalists which will educate the next generation of talent in sustainable best-practices. Through its
Mercedes-Benz Fashion Talents programme and creative collaborations, the luxury brand has supported nearly 170 designers in over 30 platforms around the world, including Milan, London, New York, Beijing, Sydney, Prague, Istanbul, Berlin and Accra.