US – With its latest collaboration, Proenza Schouler is exploring the possibilities of automotive apparel. Inspired by the great American road trip, the luxury fashion house has introduced a line of clothing and accessories in partnership with Mercedes-Benz.
Taking the open road as its starting point, the collection includes leather necklaces for car keys, travel holdalls for long journeys, and cashmere blankets suited for glamping or gazing at the stars. Paying tribute to the natural splendours encountered on road trips, the campaign features actress Laura Dern and her son Ellery Harper exploring the outdoors. In a further nod to the natural world, every item in the collection has been made with recycled materials such as eco-cashmere and recycled leather.
By centring the campaign on an intergenerational family relationship, Proenza Schouler and Mercedes-Benz are aiming to reach both younger audiences and seasoned drivers alike. With the fashion brand entering a new market, the heritage car company is using nature to refresh its image and attract younger consumers, a trend that we have already monitored in the motorcycle sector.
With the rise of hobby-led travel, car companies that are looking to reach younger consumers should consider campaigns that focus on lifestyle rather than aspiration