MERCEDES-BENZ RELEASES CAPSULE WITH PROENZA SCHOULER
Mercedes-Benz has teamed up with New York-based fashion label Proenza Schouler on a limited-edition capsule, which includes seven gender-neutral styles.
Recycled cashmere blankets, offered alongside naturally tanned blanket harnesses, showcase Proenza Schouler’s take on the iconic Mercedes-Benz star, featured in an abstract print in various colorways, including ecru, marigold, and sky blue. The olive-green eco-cotton trench coat offers a new interpretation of a travel staple, and is designed as a finishing piece, with a statement star motif jacquard lining. The knit turtleneck is made from a luxurious recycled cashmere, and the eco-cotton tie-dye t-shirt, a quintessential Proenza Schouler staple, is produced using organic and eco-friendly dye methods. Accessories include an oversized graphic weekend tote made from recycled wool, and keychains crafted out of upcycled leather and featuring the Mercedes-Benz brand logo.
“Ground-breaking innovations, brand-shaping design, and sustainability as guiding principles across all strategic fields are at the heart of how we think and act,” said Bettina Fetzer, vice president of communications and marketing at Mercedes-Benz AG. “Today, we are presenting the first Mercedes-Benz fashion capsule collection in collaboration with the Proenza Schouler designers Lazaro Hernandez and Jack McCollough. With the ‘Power of Two’, both brands unite by sharing the same values in offering responsible luxury design and craft. This collaboration aims to take customers and fans on a sustainable road trip that reflects timeless design, where fashion becomes a contemporary messenger of cultural change that enhances the value of individual lifestyle.”
“Mercedes-Benz has always been a brand we have deeply respected, and one that has been baked into the public and our imaginations for decades,” added Jack McCollough and Lazaro Hernandez, designers at Proenza Schouler. “It is a brand that is synonymous with sophisticated craftsmanship, and an aspirational, culturally relevant luxury that has always appealed to us. Recently, the brand’s commitment to electric-only and emission-free mobility through the introduction of the EQ models is something that has particularly drawn us in as we enter this first part of the decade. We wanted to create a collection inspired by travel and the open road, and used this as an opportunity to try new, environmentally responsible production methods. The experience opened our eyes to how much can be done while designing through a sustainable lens, and we are grateful to Mercedes-Benz for their partnership through this process.”
The collection’s corresponding campaign, entitled “The Power of Two,” features actress Laura Dern and her son Ellery Harper. A visionary road trip of a mother and her son in an all-electric EQS along the coast, builds the dreamy scenery for the visual impressions of Mercedes-Benz and Proenza Schouler’s capsule collection. Dern and Harper, who are both passionate about sustainability and responsible design, capture the collection’s spirit of wanderlust and cross-generational family bonds. Styled by Joe McKenna and photographed by Harley Weir, the campaign relays the sense of discovery and exploration that inspired the design perspective.
The collection is now available exclusively at proenzaschouler.com, Saks Fifth Avenue in New York, and Selfridges in London. In the Studio Odeonsplatz – the Mercedes-Benz brand space in downtown Munich – the collection will be showcased as an exhibition and pieces can be purchased on site until the end of November.
