NEW EDITION OF “UN AUTRE REGARD” FROM DS AUTOMOBILES FOR PARIS FASHION WEEK

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  • DS Automobiles is adding a new element to “Un Autre Regard”* with an editorial fashion photo shoot dedicated to Paris Fashion Week® Women’s Spring/Summer 2021, following a first edition launched last July.
  • “Un Autre Regard” links the concept car collection designed by DS Automobiles to the world of fashion from emerging brands identified by the Fédération de la Haute Couture et de la Mode.
  • DS 7 CROSSBACK E-TENSE 4x4 300 will go with Paris Fashion Week® visitors, all over Paris between 28 September and 6 October, with its ability to drive in zero emissions mode for up to 40miles (WLTP)
  • *Car shown in above photo is  DS Aero Sport Lounge Concept (DS ASL Concept)


DS Automobiles is presenting a new editorial fashion photo shoot for Paris Fashion Week® Women’s Spring/Summer 2021. This second edition of Un Autre Regard came to life around the remains of Château Royal de Montceaux-Lès-Meaux. Built at the start of the 15th Century. It had been bought by Henri II as a gift for his wife, Catherine de Médicis, the Queen of France. The castle was destroyed after the Revolution and today the area is classified as a Historic Monument.

Decidedly avant-garde in its time, the castle is today made up of ruins and remnants, in the middle of columns and a restored lodge. It is in this setting that all the concept cars revealed since the creation of the brand, DS AERO SPORT LOUNGE, DS X E-TENSE, DS E-TENSE and DS DIVINE, posed with two models, Justine Nicolas and Olivia Valin, and the looks from three emerging international fashion brands: Boyarovskaya, Thebe Magugu et Mossi.

Four pictures were created totally contrasting the enchantment of heritage and the modernity of the expertise displayed by the designers and the DS Automobiles concept cars. Laurent Nivalle (photos) and Emmanuel Rouyer (video) captured the strength of different lines to shape a new chapter for Un Autre Regard.

“Fashion is a source of inspiration for the DS brand’s identity,” emphasises Laurent Nivalle, DS Automobiles Global Brand Designer and the photographer for this edition of Un Autre Regard. “We were influenced by Ernst Haas, Saul Leiter, Hedi Slimane, Peter Lindbergh, and cinema. In these areas, the car has always played a prominent part and it was important to us, as an avant-garde brand, to use this relationship between the car and fashion. On this shoot, the DS concept cars play a major role alongside the young designers who have a fresh new perspective on their world. The remains of the Château Royal de Montceaux-Lès-Meaux create contrasts in light, colour, shape and line… which are in my photographic codes. Heritage is very present and a huge difference with our models like DS DIVINE and DS E-TENSE which tell the story of our brand. This alchemy shows that today DS Automobiles stands between tradition and modernity.”

The photos will be available on the @DS_UK Instagram account throughout the Paris Fashion Week®.

Paris Fashion Week® Ready-to-Wear Women’s Fashion Spring/Summer 2021 runs from 28 September to 6 October, in partnership with DS Automobiles. 84 fashion houses have signed up to the official calendar with physical and digital events. Guests will travel to the venues for 19 shows and 20 presentations in DS 7 CROSSBACK E-TENSE 4x4 300, a plug-in hybrid model that symbolises French automotive luxury. With up to 40 miles of zero emissions range (WLTP), DS 7 CROSSBACK E-TENSE 4x4 300 opens the way to a new kind of mobility that is more enjoyable, more efficient and safer.

 

* Un Autre Regard = A Different Perspective

 

The designers

 

Boyarovskaya

Boyarovskaya is a women's clothing brand based in Paris and founded in 2016 by Maria Boyarovskaya and Artem Kononenko. Deconstructing the codes of couture, their clothes are minimalist and often decomposable. Their designs are characterized by efficient cuts with a modern elegance. Boyarovskaya is mentored by FHCM since 2018. The brand has also been selected as Super Talent of Pitti Immagine / Vogue Italia Talents. In March 2020, it joined the official calendar of presentations of the PFW® Womenswear.

 

Mossi

Designer Mossi Traore is purposed and leads two projects at the same time. The first one is a social and solidarity project oriented towards training and integration, a sewing school allowing to learn, to cultivate a know-how and to exercise it. The second is a fashion brand offering clothes with pure lines and a timeless aesthetic. Those two projects combine in his collections, designed and produced in workshops in the Parisian suburbs. MOSSI won the Pierre Bergé Andam 2020 award and has integrated the PFW® Official calendar of presentations this September.

 

Thebe Magugu

Thebe Magugu studied design, fashion and photography at the prestigious LISOF School of Fashion design in Johannesburg. He launched his brand in 2015 after several experiences with brands and designers. Proudly African, Thebe Magugu has the strong desire to elevate the view of African fashion. He creates modern clothes with an African twist, employing local resources from fabric weaving to manufacturing while using local crafters and artisans. Thebe Magugu is the winner of the LVMH Prize 2019. The brand joined the Presentations Official Schedule of PFW® Womenswear and is part of SPHÈRE – Paris Fashion Week® showroom since February 2020.

 

* Un Autre Regard = A Different Perspective

 

PRESS CONTACTS

Kristian Cholmondeley – 07831 315892 – kristian.cholmondeley@dsautomobiles.com

Jeremy Townsend – 07827 896480 – jeremy.townsend@mpsa.com 

 

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 new 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 and in 2019/2020.

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 more than 400 DS STORES and DS SALONS throughout the world.

Follow all the news from DS on www.DSautomobiles.co.uk    @DS_UK

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