On the Right Track: Fashion’s Automotive Obsession

In his first endeavour since stepping down as Moschino’s creative director, American designer Jeremy Scott announced an upcycled couture collection with South Korean automotive giant Hyundai. Made using discarded materials from the brand’s electric vehicles (EVs) – including tail lights and windshield wipers – the range is part of Hyundai’s ongoing Re:Style project, which has already seen upcycled partnerships with Richard Quinn, Rosie Assoulin and Public School since its 2019 launch.

It also echoes a recent project from Swedish eco label Rave Review, which teamed up with Czech car company Škoda on a capsule collection of its signature patchwork pieces, made from reworked vehicle parts like seat belts. Similar climate-friendly projects from 2021 include Mercedes-Benz x Proenza Schouler and Volvo x 3.1 Phillip Lim

In other cases, the car itself is the focus. Dutch designer Iris Van Herpen – known for leveraging innovative tech and futuristic elements in her collections – linked up with Rolls-Royce on a one-off, bespoke version of the UK manufacturer’s Phantom model, inspired by the art of haute couture. As the most technically advanced Phantom car ever produced, a partnership with one of fashion’s most tech-savvy designers seems symbiotic.

Late last year, US streetwear favourite Stüssy also teased a custom vehicle collaboration with Rolls-Royce on social media, emphasising the ultra-luxe yet extremely multifaceted scope these team-ups can provide. See also US label Aimé Leon Dore’s recurring partnership with Germany’s Porsche, which, so far, has seen the streetwear-centric brand redesign two of Porsche’s iconic car models.

Some projects take an approach that combines fashion and automotive product outputs. Last year, Mercedes-Benz announced the Maybach by Virgil Abloh car. The one-of-a-kind vehicle, designed by the late Off-White artistic director, was accompanied by a corresponding capsule collection, which included sweats, tees, baseball hats, and racing gloves. New York streetwear label Kith has also worked on multi-chapter projects with BMW, resulting in both bespoke EVs and sold-out luxury fashion items and accessories. Meanwhile, New York-based designer Sandy Liang recently partnered with Nissan to design a dress inspired by the Japanese company’s new hybrid EV, Ariya.

More generally, fashion is currently experiencing somewhat of a love affair with Formula 1 racing and motorsports, with an uptick in interest amongst younger demographics driving a streetwear-friendly shift towards racetrack clothing. Ferrari segued into apparel during the S/S 22 season, and presented runway collections at Milan Fashion Week that spoke to this burgeoning luxe aesthetic.

There’s ample opportunity in this space for smart brands on each side. Sustainability is an ongoing priority for both industries, and upcycled collections or innovation-led crossovers provide tried and tested wins. Or take cues from sportswear and pivot to sartorially driven merch, team kits and lifestyle gear – particularly looking to Red Bull’s clothing label AlphaTauri (which is currently Formula 1’s premium apparel supplier) and McLaren’s 2021 partnership with Rhude for cues.

Elsewhere, fashion and automotive partnerships – especially bespoke and limited-edition ones – can be innovative ways for brands to appeal to older and/or high-net-worth consumers. So, lean into the exclusivity and luxury that’s so inherent to such collaborations.