DS AUTOMOBILES IN FASHION: DS REVEALS EMERGING TALENT PREVIEW AHEAD OF FIRST DIGITAL EVENTS FOR SS21 PARIS FASHION WEEK®
- Official partner to Paris Fashion Week®, DS Automobiles reveals a striking editorial fashion photo shoot featuring stars of the emerging fashion scene and electric E-TENSE models
- Titled “Un Autre Regard”*, the work came from a meeting of designers from different disciplines, connected by the same avant-garde spirit; the work echoes the Sarah Moon photographs depicting the SM nearly 50 years ago
- The initiative by DS Automobiles is another strong collaboration with reputable fashion companies and craftsmen to showcase how DS embodies French Luxury in their automobiles.
To celebrate the first virtual presentation of the Spring-Summer 21 Men's Fashion collections, Paris Fashion Week® event partner, DS Automobiles is showcasing the work of the emerging designers that the Federation of Haute Couture and Fashion promotes through the Sphere showroom.
Since its launch, DS Automobiles has taken inspiration for its visual identity from fashion and film. Sometimes the actor, sometimes the accessory, the car changes its character depending on the project. The “Un Autre Regard”* series will once again uncover new possibilities through the medium of fine, artistic photography.
Identified by the Fédération de la Haute Couture et de la Mode as emerging brands, BLUE MARBLE, Boramy Viguier, EGONlab, Germanier et Mansour Martin have characteristic looks to their work. Along the Seine, downstream from the Palais de Tokyo where these talents usually show off new trends, the photographer Paul Franco took over the Château de Bizy to reveal his vision for Paris Fashion Week 2020.
Five images have been staged in the castle’s courtyard and gardens with DS 3 CROSSBACK E-TENSE, DS 7 CROSSBACK E-TENSE 4x4 300 and DS 9 E-TENSE.
“I’m passionate about Sarah Moon’s work,” enthused Paul Franco. “She is an incredible photographer and I am also inspired by Steven Klein. For this project, the treatment of my photos is a mix of these two distinct styles with a poetic, very feminine side and something more committed and masculine using flash. It’s this combination between the two that’s representative of me. I wanted to create fashion pictures with cars and I love the result, highlighted by a treatment that mixes sharpness and blurring. I was given carte blanche and I loved seeing our model lying on the bonnet of DS 9 with an outfit in leather adorned with large studs designed by EGONlab. They put a crazy amount of energy into the shoot. The shining studs against the bodywork made fantastic photographs. I’m aware that we surpassed the limits of the car world but the car itself has none!”
Under the gaze of the photographer, the meeting between these five designers and DS Automobiles’ cars discovered a new dimension to “beautiful”. The primary role of the clothes or the car is put to one side in favour of exhilarating joy.
Since it was created five years ago, DS Automobiles regularly works with companies well-known for their expertise. The best artisans, specialists in embroidery, luggage, feathers, crystal and straw have collaborated with the DS DESIGN STUDIO PARIS teams on interiors that are ever more iconic. These works have become sources of inspiration for the cockpits of DS 3 CROSSBACK, DS 7 CROSSBACK, DS 9 and the brand’s future designs.
The editorial “Un Autre Regard”* will be shown primarily on the @DS_UK Instagram account between 9 and 13 July, during Paris Fashion Week. A very limited edition print will also be offered.
*Un Autre Regard : A Different Perspective
BLUE MARBLE is a menswear brand founded by Anthony Alvarez in 2017, based in Paris. With the help of a talented team of creatives, he provides the concept of the BLUE MARBLE brand and of each individual collection, referencing a particular city. Each collection takes the BLUE MARBLE aesthetic of Alvarez and focuses on a different city or place for inspiration, each a melting pot of ancient heritage, new sub-cultures created by a rising youth, and adopted influences from other parts of the world. The aesthetic oscillates between that of an urban prince with a love of all things refined and a rebellious nature or desire to question today’s status quo.
After learning his craft over four years alongside Lucas Ossendrijver at Lanvin, Parisian designer Boramy Viguier launched his own brand in 2017 and with designs juxtaposing the skilful use of materials with strong shapes, quickly earned acclaim from the industry. Sportswear details such as heavy zips, elastic fastenings and oversize hoods supplement classic menswear items, enhancing them with a modern style without compromising usability. A young talent, he’s establishing himself as a rising star on the fashion scene.
EGONlab is a young french brand whose visual identity is deeply inspired by artistic movements, having greatly influenced contemporary society. Each collection will showcase an artistic reinterpretation of these revolutions and the ripple effects following their fruition. Merging fashion, music, motion design, and art, EGONlab is a mixed media, at the same time a brand and a movement itself offering a fully immersive and completely unique experience to its consumers.
In 2013, after two years at the HEAD in Geneva, Germanier joined Central Saint Martins in the Womenswear section. Finalist for the EcoChic Design Award 2014-15, he was entrusted with the design of the first sustainable collection for the Chinese luxury brand Shanghai Tang. On his return from Hong Kong, he joined the leather department of Louis Vuitton as an intern. He will return there after graduating from Central Saint Martins with honors. In 2018, the Germanier adventure began, he presented his first collection in February the same year. In 2019, his sustainable and glamour fashion caught the eye of the LVMH Prize jury, and he was awarded semi-finalist.
In 2019, Mansour Badjoko and Martin Liesnard launched Mansour Martin. Both from Belgium, they have followed two different paths. Mansour Badjoko studied at La Cambre and Institut Français de la Mode. Martin Liesnard attended university in Paris, studying luxury, fashion and design management. Today, they combine their experiences and complementary savoir-faire in this creative duo. Mansour Martin mixes pop, urban and cultural inspirations in order to create a both sophisticated and fantasist universe. Mansour Martin proposes a sustainable and respectful fashion which is designed for men and may be worn by women. Pieces are made in Europe and eco-friendly for most part.
ABOUT DS AUTOMOBILES
Driven by the spirit of the avant-garde and backed by an exceptional heritage - that of the 1955 DS, the DS brand, launched in 2015, aims to embody French luxury savoir-faire in the automotive industry. DS Automobiles is Groupe PSA's Premium brand.
Designed for a customer base looking for personal expression and eager for new technologies, the second generation of DS models combines refinement and cutting-edge technology. With DS 7 CROSSBACK, DS 3 CROSSBACK and DS 9, the DS brand is launching a range of six vehicles worldwide, all offered in an electrified version under the E-TENSE label.
DS 3 CROSSBACK E-TENSE, 100% electric, DS 7 CROSSBACK E-TENSE 225 and DS 7 CROSSBACK E-TENSE 4x4, a plug-in hybrid with 300 horsepower and 4-wheel drive for only 30 grams of CO2 per km, benefit from DS savoir-faire acquired with the Formula E Drivers and Teams Championship titles in 2018/2019.
For its discerning customers, DS Automobiles has created "ONLY YOU, the DS Experience", its exclusive service programme for a unique brand experience.
With a presence in 39 countries, the DS brand has created and is developing an exclusive distribution network that includes 427 DS STORES and DS SALONS throughout the world.
Follow all the news from DS on www.DSautomobiles.co.uk @DS_UK