The New Maximalism – Fashion Film Spring/Summer 2014
In a visual story of seduction between two unlikely aficionados, who better to create the setting for a power play that juxtaposes dark desire with a lightness of space and subtle sense of humour than fashion industry veteran Carine Roitfeld.
Creative director, stylist and designer, the irreverent former editor in chief of VOGUE Paris and current global fashion director at Harper’s BAZAAR and creator of biannual fashion book CR, teams up with art director and founder of iconic V Magazine, Stephen Gan, to create the Mercedes-Benz Fashion Key Visual Spring/Summer 2014 Vision Accomplished.
CO2 emission (combined): 242-146 g/km*
World of Fashion and beauty.
Known for her edgy and fearless productions that capture the zeitgeist, Roitfeld used raw meat as fashion material years before Lady Gaga covered herself in it. “It’s a fantasy world and so I am a dreamer, I am a storyteller”, she explains between takes on set. The Parisian kick-started her career by working with the world’s possibly most famous photographer Mario Testino and, as his muse and stylist, shared Tom Ford’s success of bringing sexy back to Gucci in the 90s. Long-time collaborator Gan creates images that are as inspirational as they are beautiful, and with his avant-garde style has been on the forefront of the fashion scene for practically all his life. “Fashion and beauty – they are my world”, he reflects.
Technology and Glamour.
Centre of attention however, is another icon: the new Mercedes-Benz S-Class in gleaming black. A grown-up attraction and chock-full with technological innovation that will spearhead automotive development, it has new features that appeal to all the senses. Effortlessly superior, it calls for a no-frills backdrop and a worthy opposite with equal amounts of seductive glamour and sensuality. Enter beautiful Sui He, one of China’s top models. Sui hails from Zhejiang and broke onto the international scene after being the first Asian model ever to open a Ralph Lauren show in the F/W 2011 season. In a black dress designed by Carine Roitfeld, she is drawn to the vehicle and aims to conquer it for herself.
power play and passion.
Young photographers Max von Gumppenberg and Patrick Bienert capture this power play against the long, clean lines of a deserted overseas highway in Key Largo and the sheer scale of an airport hangar at Opa-Locka Airport in Florida. They appreciate the artistic freedom they have with this project to create something special. Working as a team, the two Germans have made a name for themselves by documenting moments in what is often a clean, graphic style and capturing portraits in their most intriguing ways. Last but by no means least, hair artist Didier Malige and make-up artist Aaron de Mey work the magic that makes the vision perfect down to the smallest of details.
Vision Accomplished. This is not only a claim fitting for a car that embodies everything the brand behind it stands for, but equally for what this truly international group of ueber-talented visionaries has accomplished.