Mercedes-Benz launches third chapter.
Mercedes-Benz launches the third chapter of the #mbcollective Fashion Story, as part of Mercedes-Benz’s ongoing international fashion engagement, featuring the model and actress Amber Valletta and her son Auden McCaw. Chapter Three follows in the footsteps of the previous two phases, which starred the British musician M.I.A. and her protégée, Canadian rapper Tommy Genesis, as well as Academy Award-winning actress Susan Sarandon with the innovative film maker and humanitarian Bryn Mooser.
Featuring: Amber Valletta.
Rising to fame as a celebrated nineties model, Amber Valletta has graced over 16 US Vogue covers, as well as being the face of fashion designers including Giorgio Armani, Louis Vuitton, Prada, Valentino and Versace. In her own words, she is a child of the Mid-West and feels at her best in natural surroundings. Long an advocator of conservation and sustainability, Valletta is an ambassador for the Sierra Club Animal and Climate Protection Movement and, together with the online shop Yoox, she has founded her own fashion label for sustainable fashion, Master & Muse.
The Protégé: Auden McCaw.
Already shot by illustrious photographers such as Steven Meisel and Steven Klein, 16-year-old Auden McCaw is a passionate volleyball player and competed in the Youth Olympic Games with his team last summer. Like his mother, he is significantly conscious about the preservation of the planet and is actively involved in its protection.
Chapter Three: Intelligence.
Throughout the three chapters, director and film maker Luke Gilford has translated the stages of a relationship into images that speak for themselves. In Chapter One, musicians M.I.A. and Tommy Genesis touched on the topic of Connectivity, in Chapter Two, actress Susan Sarandon and film maker Bryn Mooser embodied Emotion, while in Chapter Three, Amber Valletta and Auden McCaw stand for Intelligence. Luke Gilford’s photos and film radiate the intimacy, security, and understanding that mark the emotional relationship between mother and son.
Film maker Luke Gilford sets the scene for Chapter Three of the Fashion Story at the Wright Ranch in Santa Monica. The location, which belongs to Eric Lloyd Wright, grandson of legendary architect Frank Lloyd Wright, is high up in the mountains above Malibu Pier and offers the most varied light ambiences from sunrise to sunset.
Chapter Three was created in the soft, slightly hazy late-afternoon light. Through this and the green and blue tones of the landscape the motifs radiate a feeling of placid intimacy.
Concept EQ: Electric Intelligence.
The Concept EQ is a forerunner of the new Mercedes-Benz electro-mobility product and technology brand. EQ stands for “Electric Intelligence” and will, in the future, represent a comprehensive electric ecosystem of products, services, technologies and innovations within Mercedes-Benz. The Concept EQ stands for emotion and intelligence and shows what the future of electric mobility can look like: sporty, elegant, intelligent and sustainable. These Mercedes-Benz brand values are illustrated in Chapter Three of the #mbcollective Fashion Story.
Mercedes-Benz on fashion.
Mercedes-Benz has established itself globally as an important player and partner of select fashion events. The brand is currently involved in more than 60 fashion platforms, including Mercedes-Benz Fashion Weeks in Australia, Mexico, Spain and China. Mercedes-Benz prides itself on its ongoing commitment to nurturing and supporting young and emerging talent, the International Designer Exchange Program (IDEP) initiative. The three chapters feature fashion by Mercedes-Benz supported designers, including Anna October, Xiao Li, William Fan, Ran Fan and Steven Tai. All of the participating designers benefitted from the brand’s fashion engagement and accompanying global activations, they continue to form and grow the #mbcollective. Head over to instagram.com/mbfw to see Mercedes-Benz’ Fashion Story unfold.