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  • Kevin Ma together with other attendees of Hyères Festival
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    Mercedes-Benz Fashion #WeWonder with Kevin Ma at Hyères Festival.

#WeWonder and the Mercedes-Benz Concept EQ.

The Mercedes-Benz Fashion #WeWonder initiative brings together seven of the world’s most innovative and inspiring fashion and design visionaries to imagine the potentiality of the future. A future in which Mercedes-Benz is pursuing a holistic approach under the EQ brand umbrella. This features the Mercedes-Benz Concept EQ, presented as an integral part of everyday life. Kevin Ma hosted the latest instalment of our six-part global series, exploring his chosen theme of “Progression” at Hyères Festival.


Close-up shot of two fists with Mercedes-Benz rings
Shot of Kevin Ma in front of a blue wall

#WeWonder Manifesto: the story so far.

#WeWonder is Mercedes-Benz Fashion’s latest initiative, sparking a global conversation that discusses the future through pillars such as fashion, technology, and culture. A year of fashion and future-forward activations with our seven chosen visionaries will create a collaborative manifesto and a vision for the future. Following on from curator, writer and activist Kimberly Drew exploring equity at SXSW in February and outspoken model Slick Woods’ exploration of youth at the Palm Springs “Unplugged” event in April, Hypebeast founder Kevin Ma explored the intersection of fashion, technology, and progression at the 33rd International Festival of Fashion, Photography and Fashion Accessories in Hyères, alongside digital TV and social media platform Kyra TV.


The man behind Hypebeast.

Kevin Ma is a Hong Kong-based digital innovator. Having launched Hypebeast in 2005, he has developed the platform into one of today’s most authoritative fashion channels. Inspired by Ma’s passion for sneakers and streetwear, Hypebeast captured a zeitgeist that has gone on to transform the way we perceive luxury fashion today.

Ma’s entrepreneurial instinct makes him an invaluable part of the #WeWonder collective.


Kevin Ma sits on the bonnet of the Mercedes-Benz G 500 4×4²

Hyères Festival.

The Hyères Festival was chosen as the location to launch the third instalment of the #WeWonder series – a platform for young and future-facing creative talent. Over the last weekend of April, Hyères Festival transformed the historic Villa Noailles in France’s Var region into a hub for a series of exhibitions, discussions and competitions. The festival is known to foster innovative and diverse talent, with previous exhibitors and winners boasting the likes of Viktor & Rolf, Stéphanie Coudert and Felipe Oliveira Baptista. Esteemed members of the fashion jury have included Kenzo and Opening Ceremony’s Carol Lim and Humberto Leon (who are also part of the #WeWonder collective and whose theme will be revealed later this year), Riccardo Tisci, and Kris Van Assche.


Kevin Ma in a conversation at an exhibition in the Villa Noailles during the Hyères Festival
One half of PAQ during the Hyères Festival

Kyra TV: digital intersections.

Kyra TV is a network by and for young people, specialising in original content and emerging influencers. Attending Hyères Festival this year, Kyra TV added to the exploration of the progression and future of fashion in the digital age. The Kyra collective is swiftly reimagining television for the digital realm, aiming to be the MTV of this generation – the world’s first generation of true digital natives. Introducing friendship collective PAQ to the platform, the group documented their experiences at Hyères Festival on social channels.


The G-Wagon diaries.

Both Kevin Ma and PAQ were able to tour Hyères Festival in a near-series show car G 500 4×4², exploring the convergence of technology and creativity. An overall emphasis was placed on futuristic creative content, with a deep-dive into the latest innovations on display. You can see more of these back-seat G-Class diaries on Instagram.

Follow instagram.com/mercedesbenzfashion for more of Mercedes-Benz’s fashion collaborations and engagements.

One half of PAQ standing in front of the Mercedes-Benz G 500 4×4²