autoevolution
 

Volvo Commissioned Fashion Students to Design Apparel for the XC90

Yes, it’s fashion. Not grid girls, not the city’s billboards or the one-minute ads running on national television networks. It’s designing outwear issues; that’s what the feature of car selling stands for. The last to cross this bridge is Volvo, and they’re doing it to promote to “welcome” the accosting of the XC90 SUV on British land.
Volvo Commissioned Fashion Students to Design Apparel 7 photos
Volvo Commissioned Fashion Students to Design ApparelVolvo Commissioned Fashion Students to Design ApparelVolvo Commissioned Fashion Students to Design ApparelVolvo Commissioned Fashion Students to Design ApparelVolvo Commissioned Fashion Students to Design ApparelVolvo Commissioned Fashion Students to Design Apparel
At least the Swedish automakers struggled to find something intuitive, which reads “encouraging young talents”. So here’s what they did. Seven design prototypes inspired by their new SUV have gone on display at the Nicholls & Clarke Building in Shoreditch, London, celebrating a six-month collaboration between the company and the London College of Fashion, UAL Design, Media, Branding and Merchandising courses.

The 50 students involved in the program were invited to take inspiration from the previous three concept cars - Coupe, XC Coupe and Estate - unveiled over the past 18 months and launched in the all-new Volvo XC90. They also were encouraged to consider the Swedish lifestyle, craftsmanship, natural materials and attention to detail that influenced the class-leading interior of the new car.

The winner of the marketing venture was the Volvo Safety Jacket, a tailored jacket created for cyclists including reflective panels and hidden air vents. This entry, along with the other creations will be displayed during the London College of Fashion Bachelor 2015 Show running at the same location. Volvo claims that some of these design might be considered for production.

press release
 
 
 
 
 

Would you like AUTOEVOLUTION to send you notifications?

You will only receive our top stories