Mercedes-Benz and the multi-hyphenated artist, entrepreneur and vogue icon, A$AP Rocky, announce their second main collaboration following Mercedes-Benz’ 2017 “Develop-Up” Marketing campaign: a capsule assortment that appears to 90s popular culture to encourage inventive expression in the present day.
The unique capsule spans a variety of vogue and life-style merchandise characterised by iconic emblems of Mercedes-Benz AG. The gathering launches on Mar. 17, 2022 by way of choose third get together channels, together with the web outlets of A$AP’s company AWGE and PacSun.
Mercedes-Benz x A$AP Rocky is the pure growth of a relationship constructed from mutual admiration initially fostered by “Develop-Up,” which was fronted by the artist and set the tone for advertising and marketing innovation.
Again then, Mercedes-Benz took a brand new method to communications for its compact-car household with a marketing campaign that targeted on individuals caught between the coolness of adolescence and the squareness of maturity — those that delivered to life the angle of the brand new compacts of the time. Innovation as soon as once more defines this second cooperation, as Mercedes-Benz x A$AP Rocky faucets right into a thriving tradition that sits on the intersection of automobiles, music and streetwear with a merchandise assortment that spans t-shirts, pullovers, hoodies, trousers, jackets, baseball caps and luggage.
The result’s a singular world of life-style choices that brings collectively A$AP Rocky’s distinctive 90s aesthetic and Mercedes-Benz iconic design — an genuine collaboration, created to encourage enthusiasm for the gathering in addition to the Mercedes-Benz model.
“Mercedes-Benz has been exploring culture-led industries for many years, pushed by our forward-thinking spirit and, spearheaded by genuine co-operations with companions, permitting us to talk credibly to progressive goal teams.” says Bettina Fetzer, vp Communications and Advertising Mercedes-Benz AG.
“Our collaboration with A$AP Rocky completely captures the motion of the 90s, tapping into the style and music tradition of this decade, a defining period that has formed creatives resembling A$AP in the present day. Via the capsule assortment, we provide our clients a singular, new gateway into the Mercedes-Benz world.”
Mercedes-Benz x A$AP Rocky is delivered to life in a sequence of pictures lensed by photographer Gabriel Moses and concepted by Ailing Studio, made up of a wealthy number of video edits and specifically shot social media codecs. Editorial content material was directed by Theodor Guelat. The inventive options three iconic Mercedes-Benz automobiles from the 1990s and in the present day.
The Mercedes-Benz S-Klasse W140 (1993) launched in 1991 and was developed to supply most consolation by way of beneficiant dimensions and double glazing for optimized acoustic insulation. The Mercedes-Benz F200 Creativeness is an idea automobile launched in 1996 that demonstrated an thrilling, nearly unimaginable idea of future motoring with technological advances that stay core to Mercedes-Benz designs in the present day.
This underlines the significance of researchers and builders continuously considering forward for tomorrow’s automobiles – regularly redefining prospects and limits, demonstrating that technical growth by no means stands nonetheless. Creativeness is on the core of the Mercedes-Benz x A$AP Rocky collaboration purchased collectively by a shared respect for each other and authentically reaching many cultural industries, A$AP’s designs are impressed by the 90s an period the place Mercedes-Benz was pushing the boundaries of design.
The EQS is the third mannequin within the shoot which captures the cultural and automotive developments of the Mercedes F 200 Creativeness. The built-in widescreen cockpit, which is paying homage to in the present day’s hyperscreen, ties in with the present zeitgeist and design, very like the A$AP Rocky capsule assortment. The EQS is the luxurious and avant-garde top-of-the-range mannequin from Mercedes-EQ and is the primary mannequin based mostly on the modular structure for luxurious and executive-class electrical automobiles.