When considering my own personal interests in response to the Type in Context publication, I wondered how the fashion and motoring world ever collided. Informal research on Dazed & Confused lead me to discover the new S/S 17' Campaign for Mercedes Benz. I want to understand the cross over between the 'masculine' industrial motoring world, combines with the 'feminine' world of Womenswear.
Produced by Christian Larson, Artistic video director and winner of 'Music Video of the Year', an empowering emotion is cast as intricately designed shots take the viewer on a journey of flames, gender fluidity and high fashion. The video is composed with catwalk precision, featuring a sleek black bar with a far right Mercedes Benz logo.
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Burning Desire : Official Concept
A 'Poetic Parallel dimension' is created through the vivid "burning blazes and eerie gusts of smoke". " 'Burning Desire' ignores the fashion world’s de rigueur glitz and glamour. Instead, the stark campaign motif conjures up a dark and poetic parallel dimension that hosts a range of graceful, tough protagonists who seem to have conquered time itself."
When considering the elegance of the car featured, a comparison of attitude and spirit lead to British musician Eliot Sumner and Austrian model Lucie von Alten featuring in the video. "Both non-conformist role models to a fault who refuse to be tied to predefined roles or societal expectations...
Take Sumner, daughter of UK musician Sting and director Trudie Styler, who made her debut in 2010 under the moniker “I Blame Coco” and couldn’t be further from obvious popstar clichés. Her stark and sombre look and sound underscores her multi-layered, melancholic dark pop and makes her and her friend Lucie von Alten firm favourites and gender fluidity icons of a new generation. Their impressive, contemporary spark already caught the eye of Marc Jacobs who recently hired the two for his current Spring/Summer 2016 campaign."
http://media.daimler.com/marsMediaSite/en/instance/ko/Mercedes-Benz-Fashion-Commitment-SpringSummer-2017-Burning-D.xhtml?oid=12615393
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