On July 27th, the news was released that there will be a collaboration between Virgil Abloh and Mercedes-Benz. The purpose of this collaboration is to create artwork that is special to the G-Class Mercedes. They look to the founder and CEO of Off-White to help creatively and blend fashion and art into the automotive industry.
Virgil Abloh has a history of working with luxury brands. His creativity and ability to influence groups and inspire others is at another level than anyone else in the fashion industry right now. This move by Mercedes-Benz to bring Abloh on board for co-creation with Gorden Wagener, chief design officer at the German automobile maker is unprecedented and brings in another aspect into the usual marketing tactics.
For Abloh, this project gives him an opportunity to display his work in a completely new space. He has worked with other brands such as Nike, IKEA, Rimowa and more. He is even the artistic director of Louis Vuitton men’s wear collection.
In an interview Abloh said that “Mercedes-Benz is a brand that stands for luxury and exceptional performance, truly a perfect chassis to interject modern artists’ ideas of what the future can be stylistically, within conceptual car design.” This pairing makes total sense especially with the statement made by Wagener, “Mercedes-Benz today is much more than a luxury carmaker, it is a design brand and luxury label. One major reason for our success story is our aesthetic soul and the unique style of our house. The next step in pushing Mercedes-Benz’s design is our collaboration with Virgil Abloh . We are set to create something unseen in both of our branches.”
The artwork is set to be launched will be on September 8th 2020. At that time, a smaller replica piece will be auctioned off and the proceeds will be going to charity.
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