The Volvo Cars campaign around fashion and design, nicknamed Volvo Possible, which kicked off on 1 June and runs until mid-October, has succeeded in capturing the imagination of South Africa’s public with its appealing combination of fashion, style, design and motoring functionality.
The partnership of three of South Africa’s most successful and prominent fashion designers with Volvo Car SA is part of an innovative creative alliance aimed at fostering a unique affiliation between fashion and motoring that is both authentic and original.
The three designers, Gert-Johan Coetzee, David Tlale and Nkhensani Nkosi, were given the challenge of revealing exactly what is possible in a Volvo by designing fashionable items that would make life in their Volvo easier, more fun, sexier or safer. Inspired by their respective models, the sporty and playful C30, the sleek and sexy S60 and the safe and luxurious XC60, the designers have already been hard at work ahead of the final big reveal on 18 August.
The work they have done up to now is captured in style with snippet videos and photographs on www.volvopossible.co.za and is anything from a beautiful trench coat to laptop bags and a portable braai, medical kits, handbags and CD holders and then some…. But the designers are being very secretive about the items for the final reveal – but claim that bold, stylish, and fashionable has never quite looked like this.
One of the driving forces behind the campaign is to illustrate the fact that every Volvo is ‘Designed around You’.
People are at the core of everything we do at Volvo - each Volvo is not only designed with the individuals’ need for style, safety and comfort in mind but shows that we understand people and how they use cars.
During the current campaign, the three fashion authorities will be designing interior, exterior, consumer and couture accessories for their respective Volvo models, bringing Volvo and fashion together in an inspiring and fresh way.
Not only is this campaign bringing fashion and motoring together in a unique way, but it's also mixing Scandinavian design with African flair which promises to deliver some inspiring creations.
According to Volvo Car SA’s Marketing and PR Director Michelle Naudé, “the thrilling fashion challenge posed to the three designers is aimed at revealing the creative, inspirational, fun yet functional side of Volvo. With the final big reveal just around the corner, we are immensely excited to see the ideas and accessories that the designers have produced so far. Volvo prides itself as being at the forefront of innovation in the motoring industry, and we hope to reinforce this reputation with our attempts to combine motoring and fashion”.
For more information and regular updates about this campaign, visit www.volvopossible.co.za or follow #VolvoPossible on Twitter.
VOLVO CAR SA
Volvo Cars is a global company that focuses on the individual. The Swedish company's core values are safety, quality and environmental care – all wrapped in sleek, sculpted, Scandinavian design.
By following the principle of 'form follows function', Volvo's Swedish elegance sets it apart from the rest. For this reason, Volvo Car South Africa decided to push the envelope even further through this creative alliance with local fashion designers.
The Volvo line-up:
• Sexy city slickers: C30 hatch and C70 coupe/cabriolet
• Stylish sedans: Sleek S40, naughty new S60 and luxurious S80
• Sporty wagons: naughty new V60 sports wagon and the gorgeous V50
• Crossovers and SUV's for any lifestyle – Solid XC90, versatile XC70 and the spectacular XC60
Gert-Johan is one of South Africa’s most loved, well known and respected fashion designers. He is known for his Red carpet wear which could be seen at major events, such as the SA Music Awards, SA Film And Television Awards, the J&B Met, You Spectacular, HuisgenootSkouspel, the Tempo Awards and Miss World to name a few. His creations won the best dressed title at many of these events.
Gert-Johan has since created some of our country’s most memorable dresses and became a highly respected public figure himself. This year he earned the title as SA Designer of the year, where he was nominated with 9 other of our country’s top designers. In 2011, He made history in SA by being the first SA designer to have his dresses worn byA list celebrities on the red carpet in Hollywood.
Award winning designer David Tlale prioritizes style coupled and expert use of fabrics. The result is garments of impeccable quality and exquisite materials, conceived through meticulous stylistic research.
Tlale's designs attract both men and women who's fashion sense is both bold and elegant. Tlale is known throughout the fashion community for his exquisite wedding dresses, evening wear, men’s fashion, and his new line "Exodus" for both men and women. For all of his collections, Tlale's philosophy is "Life is an occasion; celebrate it in pure indulgence of elegance and style". David has showcased his work at most fashions shows in SA and has been the headline designer for House of Monatic since 2005.
Nkhensani Nkosi is one of the new voices of Africa as an entrepreneur, television personality and lauded actress. She has travelled throughout the world as an entertainer / host and actress in a series of theatre plays including “Sophiatown, The Coloured Museum and Marabi”, which received critical acclaim from international audiences. She boasts a mantelpiece of awards, and was voted the 'Top Success Story of The Year' in Top Women in Business and Government 2005. Other awards include The Young Business Achiever of the Year – Young Business Quarterly (2003).
Having travelled throughout Africa in 1999 as the host and official spokesperson for M-Net’s Face of Africa, Nkhensani recognised that there was a gap in the market – the urban energy that exists on the continent was not being branded and packaged into authentic products. She saw an opportunity to build an African brand that celebrates South Africa’s new sense of identity and that explores what it means to be an African in the 21st Century. This 'gap' quickly turned into her now famous local African urban fashion label, Stoned Cherrie.
For hi-resolution photographs, please go to http://www.quickpic.co.za/
Astrid de la Rey
Media Relations Manager
www.volvocars.co.za / www.volvocars.com
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