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Jan 22, 2016
Berlin/Stuttgart. The protagonists of the current Fashion Campaign – model Natasha Poly, photographer Jeff Bark and latex designer Atsuko Kudo – gave interesting insights into the making of the spectacular campaign on the third day of Mercedes-Benz Fashion Week Berlin. The campaign image shows the top model alongside the new Mercedes-Benz SL, both dressed in high-shine, blue latex.
Wolfgang Schattling, director of Motorsport Marketing Communications and Branded Entertainment at Mercedes-Benz, welcomed the protagonists to the lounge of the official venue at Brandenburg Gate. “The Mercedes-Benz SL is an icon of sports car history since the debut of the 300 SL in 1954. That’s why the campaign image with the new SL had to be remarkable. We created something that has never been done before; we covered the whole car in latex.”
Difficult but exciting, the unique processes were then explained by Jeff Bark, Atsuko Kudo and Natasha Poly. 130 squaremeters of latex, an area the size of a tennis court, were needed to cover the SL completely. “Atsuko worked three whole days on the cover and when we created the vacuum to suck out the last bit of air on the day of the shoot at 4am, we were all speechless. It was an amazing moment when the lines of the SL became visible 1:1 beneath the latex,” said Jeff Bark. “I completely illuminated the car to highlight its three-dimensionality. Colour and light were not retouched but were created on set during the shoot. My excitement transferred to the whole team despite temperatures over 40 degrees and an extremely tight schedule,” he added.
It was also a completely new experience with latex for Natasha Poly. “Three people were needed to get me into the outfit. Everything had to fit perfectly. The result turned out amazing. I have never seen such an incredible car before, and of course not in latex.”
It was a new challenge for Atsuko Kudo who has previously designed outfits for Beyoncé, Kate Moss and Lady Gaga. “I am obsessed with latex and immediatly saw the incredible silhouette of the Mercedes-Benz SL – similar to my designs. To customize the cover from handmade latex panels was something completely new and the moment when the vacuum showed the curves was unforgettable.”
After the Fashion Talk, where the Fashion Film was also presented, the protagonists and Wolfgang Schattling attended the show of Xavi Reyes, presented by Mercedes-Benz and ELLE. The emerging Spanish designer impressed with his unisex creations, where the lines between femininity and masculinity were blurred and future and tradition were united.
Imagery of the Fashion Talk can be downloaded from the following link: .