Milla, Treacy and the Cabriolet Take On Berlin

Images/video courtesy of MBFW

Milla, Treacy and the Cabriolet Take On Berlin

Inside the new Mercedes E-Class Cabriolet international fashion campaign

For their latest international fashion campaign, Mercedes-Benz has matched its new E-Class Cabriolet with style icon Milla Jovovich, renowned fashion photographer Miles Aldridge and British milliner Philip Treacy. The result is an intensely colourful homage to contemporary surrealism.

The Mercedes-Benz E-Class Cabriolet, Milla Jovovich and a custom designed hat by Philip Treacy all join forces to create a compelling image that underscores the campaign theme, „Express Your Style‟. The vivid colours that are characteristic of Miles Aldridge‟s work reinforces the visual motif: the convergence of modern design and artistic freedom. Aldridge confidently plays with the themes of personality and self-expression.

“Fascination and individuality – that‟s the connection between Mercedes-Benz and high-calibre fashion design. The Mercedes-Benz Cabriolet embodies a particularly elegant and unique design. That‟s why we brought together our new E-Class Cabriolet, the exciting Milla Jovovich and an extravagant hat by Philip Treacy to portray these properties in our current visual motif,” explains Anders Sundt Jensen, Vice President Brand Communication Mercedes-Benz Cars.

The Mercedes-Benz E-Class Cabriolet stands for individuality and expression. The car captivates everyone with its innovative technology, sustainable mobility and graceful silhouette. In accordance with the principle, “four seasons, four passengers”, the AIRCAP® wind protection system can be activated at the push of a button. This considerably reduces air turbulence in the interior. Similarly, the AIRSCARF® neck warming function means that riding in a Cabriolet is now possible during all seasons.

Miles Aldridge‟s dreamlike photography is always suggestive of colourful narratives from life‟s rich tapestry. “From the start I liked the idea of doing a shoot with the E-Class Cabriolet. To me, the car is a luxurious design object, a smooth hermetic machine. I think it‟s amazingly photogenic, and it fits into the picture perfectly,” says Miles Aldridge.

Milla Jovovich is the convincing personality that fronts the campaign. As a multi-talented female figure – model, actress, singer, and fashion designer – her easy elegance and natural confidence personifies individuality. “I‟ve never really worked on a campaign with a car as co-star before. The challenge is to not let the E-Class Cabriolet steal the show, so I really have to make an effort,” she said, laughing during the photo shoot.

Philip Treacy specifically created a hat for the Mercedes-Benz campaign. It is made up of 300 feathers that have been individually shaped and painted with “road markings”. As he explains, “The idea for the hat developed whilst working with Miles. I thought that an extravagant hat would be perfect for the image. Hats express individuality, an extreme form of luxury and this symbolizes a positive outlook.”

The new Mercedes-Benz E-Class Cabriolet, Milla Jovovich, Miles Aldridge and Philip Treacy have created a remarkable key visual campaign – an expressive and colourful interpretation of modern life and personal taste – “Express your style”.

The new campaign theme will premier at the Mercedes-Benz Fashion Week in Berlin from July 7-10, 2010.