Mercedes-Benz has announced its Fashion Campaign and Film for Spring/Summer 2016, masterminded by the legendary French fashion editor and stylist, Carlyne Cerf de Dudzeele (CCD) – an embodiment of urban, provocative cool. The fashion campaign has brought some of the fashion’s most inspiring and creative talents with the acme of automotive technology to present a fabulous, future-facing hybrid of style and sustainability.
In front of Carlyne’s camera are two stars. The first is Doutzen Kroes, a powerful and very 21st century epitome of beauty. The Dutch supermodel and environmentally conscious mother-of-two was the first ever model to appear on the cover of four international editions of Vogue magazine in a single month. For Mercedes-Benz spring/summer 2016 campaign, Kroes is portrayed as a carefree icon of strength and happiness.
Doutzen’s co-star is the Mercedes-Benz GLC 350 e 4MATIC – a state-of-the-art SUV that boasts thrilling performance, modern luxury and ravishing design. Yet thanks to the Plug-In Hybrid engine the semi-electric car can cover up to 34 km in zero-emission all-electric mode. This fits perfectly to the sustainable motto of the fashion campaign. “Not only wonderful appearance but also sustainable consciousness connects Doutzen Kroes and the Mercedes-Benz GLC Plug-In Hybrid in our new fashion campaign “Hybrid by Nature”. Both are representing sustainability which is never flat or moralizing, but part of the spirit of our lifestyle and our understanding of modern luxury. Carlyne Cerf de Dudzeele shows both characters in inimitable manner in an exclusive and glamourous way”, says to Dr. Jens Thiemer, Vice President Marketing Mercedes-Benz Cars.
With all these elements in place, Cerf de Dudzeele has produced a quintessential example of the playful aesthetic propositions for which she is renowned. Glamorous and hyper-modern, this campaign transmits a message that the pleasures of modern luxury, driving performance and environmental responsibility can all coexist. The longstanding contributor to US Vogue, Lucky and Elle counterpoints the seductively pragmatic, diamond-finished contours of the Mercedes-Benz GLC with a digitally-idealised background of ecological perfection. To the foreground of these unsullied vistas of sky, river, flowers and forest stands Kroes, just as perfect, commanding centre stage – a punchily-shaded cipher of glamour, power and beauty.
Speaking on-set during the shoot, Kroes said: “I am super excited to be the new face of the Mercedes-Benz GLC Plug-In Hybrid. As you have seen, it is a beautiful car and I like the fact that this car is eco-conscious, just like me! I am always conscious of not letting the water run and how far I drive. Although I love driving cars, I think it is also important to think of the environment so this is why this car fits perfectly with me.” She added: “Carlyne is a trip in a good way, we have so much fun! I think we made it work really well together on this campaign.”
On-set, Cerf de Dudzeele explained her rationale: “Eco-friendly doesn’t always have to be boring, it can be luxurious. I think that having Doutzen, Mercedes-Benz and all of us working together is luxurious, glamorous and this is what I adore.”
Carlyne Cerf de Dudzeele for spring/summer 2016 is the 17th Mercedes-Benz fashion campaign, a tradition the company began to underline it’s commitment to over 50 international fashion events around the world. Previous collaborators have included Mario Testino, Collier Schorr, Terry Richardson, Tilda Swinton, Karlie Kloss and Joan Smalls.
20 Years of Dedication to Fashion by Mercedes-Benz
Over the past 20 years, Mercedes-Benz has established itself globally as a partner at selected fashion events. The brand is currently involved in more than 50 fashion platforms in over 50 countries, including Mercedes-Benz Fashion Weeks in Beijing, Madrid, Amsterdam, Tokyo, Istanbul and Berlin, as well as the acclaimed International Festival of Fashion and Photography in Hyères. The Group recognised the parallels between exclusive cars and high-quality fashion collections at an early stage as, in both worlds, passion, style, innovative design, the finest materials and first-class technical implementation are critical factors for success. Mercedes-Benz has therefore consistently supported selected fashion events around the world over the course of two decades, making a name for itself in particular for promoting talented new designers.