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Poetic parallel dimension.

Burning blazes and eerie gusts of smoke snake up into the bleak sky. Powerful vehicle design meets harsh, industrial aesthetics, reflected in silvery spills. Hints of mystical beauties slip past, carefully hiding their identities. The Mercedes-Benz Fashion Campaign Spring/Summer 2017 “Burning Desire” ignores the fashion world’s de rigueur glitz and glamour. Instead, the stark campaign motif conjures up a dark and poetic parallel dimension that hosts a range of graceful, tough protagonists who seem to have conquered time itself.

Pushing boundaries.

The perfect setting for subversive style icons. At the centre of this season’s campaign: the stylish rebel of the Mercedes-Benz family. The CLA – a standout among the marque’s coupes with its extravagant, progressive design – is joined by two equally exceptional women: British musician Eliot Sumner and Austrian model Lucie von Alten. Both non-conformist role models to a fault who refuse to be tied to predefined roles or societal expectations.

Dark avant-garde and mysterious beauty.

Take Sumner, daughter of UK musician Sting and director Trudie Styler, who made her debut in 2010 under the moniker “I Blame Coco” and couldn’t be further from obvious pop star clichés. Her stark and sombre look and sound underscores her multi-layered, melancholic dark pop and makes her and her friend Lucie von Alten firm favourites and gender fluidity icons of a new generation. Their impressive, contemporary spark already caught the eye of Marc Jacobs who recently hired the two for his current Spring/Summer 2016 campaign.

Following Mercedes-Benz Fashion on social media – on Instagram, Twitter, Snapchat, Periscope – and using the hashtags #mbfw and #mercedesbenzfashion is simple. Pictures can be found right here.

Playing with fire.

The intriguing appeal of the unfathomable, of hidden corners and secret niches, is something Swedish director Christian Larson, who previously worked with artists like Lady Gaga, Beyoncé, Jay-Z and Kylie Minogue, tried to capture in his evocative imagery. “I believe that there is a special kind of beauty to be found in destruction”, he explains the campaign’s overriding vision. “I wanted to play with emotions, objects, elegance and rebellion, set in a kind of virtual, dystopian world.” The result is a fashion campaign that effortlessly captures the CLA’s beautifully unbridled rebellious streak in all its aesthetic provocation – leaving any stereotypical boundaries miles behind.

Playing with fire.

The intriguing appeal of the unfathomable, of hidden corners and secret niches, is something Swedish director Christian Larson, who previously worked with artists like Lady Gaga, Beyoncé, Jay-Z and Kylie Minogue, tried to capture in his evocative imagery. “I believe that there is a special kind of beauty to be found in destruction”, he explains the campaign’s overriding vision. “I wanted to play with emotions, objects, elegance and rebellion, set in a kind of virtual, dystopian world.” The result is a fashion campaign that effortlessly captures the CLA’s beautifully unbridled rebellious streak in all its aesthetic provocation – leaving any stereotypical boundaries miles behind.

Following Mercedes-Benz Fashion on social media – on Instagram, Twitter, Snapchat, Periscope – and using the hashtags #mbfw and #mercedesbenzfashion is simple. Pictures can be found right here.

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