International Mercedes-Benz Fashion Campaign Autumn/Winter 2016: Obsession with an Icon +VIDEO
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STUTTGART/BERLIN -- December 3, 2015: Mercedes-Benz announces its Autumn/Winter
2016 Fashion Campaign and Film, showing the new SL, shot by American
photographer Jeff Bark. The campaign features Russian supermodel Natasha
Poly and latex works by Japanese designer Atsuko Kudo.
The campaign, Obsession with an Icon,
puts the new SLs’ distinctive design in the spotlight, highlighting
its sinuous lines and sensual curves in precise detail by wrapping the car
in latex. The car is photographed alongside Natasha Poly, who wears
matching body-hugging latex.
The campaign
was shot in Miami, Florida by American photographer Jeff Bark, who’s
feted for his high-octane use of colour and a pop-edged, hyper-realistic
style. Bark was already aware of designer Atsuko Kudo’s latex work,
having shot it for a number of fashion stories. “For me, my
photography is only about light and colour, so in this case I wanted to
light the car to emphasize its form and three-dimensional qualities, but
having the latex as a second skin so you could see the lines of the car in
a new way.” he explains. For Bark, the project was about pushing
boundaries. “What’s so appealing about working with
Mercedes-Benz is that each campaign is very different; they always try to
make something you haven’t seen before,” he says. “An
icon has to be an obsession for more than just the person who is in love
with it; one of the things about Mercedes-Benz is that it’s
universally loved.”
Alongside the
SL, the star of the show in matching peacock-blue skintight latex is
Natasha Poly, one of the world’s most recognizable faces.
“I’m very proud and honoured to have become a member of this
amazing family at Mercedes-Benz and to do this beautiful campaign,
introducing this iconic car,” she says. “I feel very powerful
in this dress, like a superhero. I feel very strong and sexy at the same
time.”
The latex work is by Atsuko
Kudo, the Japanese-born, London-based designer who’s world-renowned
for her ingenious work with the fabric, and whose hand-made pieces have
been worn by the likes of Beyoncé, Kate Moss and Lady Gaga. When Kudo was
approached by Mercedes-Benz to take part in the fashion campaign of the new
Mercedes-Benz SL she immediately saw a synergy between the car and her
designs. “They are so similar- both are sexy, curvaceous and super
shiny,” she says. The car was wrapped in 130 square meters of
custom-made latex produced from five separate sheets that were meticulously
glued and polished by hand. The result is a campaign that seamlessly
combines a daring and innovative concept with an accomplished technical
feat.
“Like no other model, the SL
embodies the myth of Mercedes-Benz. Just think of the legendary 300 SL or
the Pagoda– everlasting vehicles. Icons such as the SL are timeless
and redefine themselves through innovative design over and over again and
they often polarize”, said Dr Jens Thiemer, Vice President Marketing
Mercedes-Benz Cars. “These characteristics were successfully carried
out for our new fashion campaign with the SL.”
Bark chose to shoot the campaign in a working quarry,
selected not only for its monumental proportions but also for the rugged
contrast it offered with the SL’s sleek lines. “I wanted
somewhere that would enhance the beauty of the car, though in this case
that wasn’t very hard to do as the car is already so beautiful! That
is why I wanted to put it in an environment that maybe wasn’t so
beautiful to make it stand out.”
Both the film and Fashion Campaign were produced as part of
the International Fashion Engagement for Mercedes-Benz. For the
Autumn/Winter 2016 season and to coincide with the international catwalk
collections, the theme is Obsession with an Icon in reference to the
iconic Mercedes-Benz SL.
Concept
of the Fashion Film
The film
begins panning down onto the SL leaving frame; sounds of its engine revving
are heard. The noise of the engine wakes Natasha. In a panic she notices
that the car is not under the latex cover and flushes with anger. As she
enters her surveillance centre she realizes the car is driving through the
grounds. She breaks into a jealous rage and makes her way to the car park.
She finds the car covered in latex and signs of relief washes over her as
she realizes that the car is safe and she is close to the thing she is
obsessed with the most (YouTube).
20 Years of Dedication to Fashion by
Mercedes-Benz
Over the past 20
years, Mercedes-Benz has established itself as a partner at selected
fashion events. The brand is currently involved in more than 50 fashion
platforms globally, including Mercedes-Benz Fashion Weeks in Beijing,
Madrid, Amsterdam, Tokyo, Istanbul and Berlin, as well as the acclaimed
International Festival of Fashion and Photography in Hyères. The Group
recognised the parallels between exclusive cars and high-quality fashion
collections at an early stage as, in both worlds, passion, style,
innovative design, the finest materials and first-class technical
implementation are critical factors for success. Mercedes-Benz has
therefore consistently supported selected fashion events around the world
over the course of two decades, making a name for itself in particular for
promoting talented new designers.