To introduce its new convertible cars line, Mercedes is associating itself with the French-Japanese label to create Found, a limited-run of connected accessories. A smart co-branding initiative, under the watchful eye of CLM BBDO ad agency.
Releasing exclusively on July 12 at Maison Kitsuné’s location in Paris and in Mercedes Benz Gallery on the Champs-Élysées, the Found limited edition will feature sober, elegant scarves and hats, which embodies the brands’ iconic visions. These creations, which geometric pattern takes direct inspiration from the contemporary house’s emblematic fox, are a poetic tribute to the iconic cars, imbued with casualness and nonchalance.
While it’s becoming more and more common to see technology being integrated to pieces of clothes, almost gimmicky, it is clear that the motivation behind this daring idea is, firstly, functional. Taking roots from the insight that riding in a convertible comes with a slight mishap, the risk of losing your accessories while cruising because of the wind; the two brands then decided to discreetly integrate connected chips, giving wearers the possibility to simultaneously track their items thanks to a mobile app and its geolocation function.
Combining the pleasure of driving and serenity, dealing with the hazards of riding convertibles ; this collaboration, which flirts between trends and technology, supports the german brands desire to rejuvenate its customer base, targeting a young and urban population. Furthermore, it comes along with some sort of pertinence and consistency, as those brands share a lot of common traits: the blending between tradition and modernity, a design approach allying estheticism and and functionalism, the passion for innovation and attention to details.
A partnership in a continuous spirit, especially for Mercedes-Benz, who is a partner in crime of the luxury and fashion industries, since 20 years, for no less than 41 major events in 27 countries all around the world.
Post written by Allan Joseph, Menswear Editor
After graduating from Toulouse Business School in 2012 and having multiple experiences as a Freelancer during 3 years, Allan works currently as a Strategist for Be Angels Agency. Specialized in Luxury marketing & advertising, he collaborated to the notorious book « La Génération Y et le Luxe » and joined Clausette Magazine in December 2015.