Generation Now, Generation Next – #mbcollective fashion story

Mercedes-Benz today announces the launch of #mbcollective – Chapter One, showing the new Concept EQ. Titled “Generation Now, Generation Next”, the new #mbcollective fashion story for 2017 is divided into three chapters and will unite international talent in the form of three protagonists – Generation Now and their accompanying protégés – Generation Next, to be released globally throughout the year.

Chapter One features the British musician and artist M.I.A. and her protégé, the emerging Canadian rapper Tommy Genesis. All the international talent together with Luke Gilford and the emerging fashion designers, whose pieces feature in the campaign, comprise the first members of the burgeoning #mbcollective – a group of influencers, trendsetters and designers who will amplify Mercedes-Benz’ global fashion engagement.

“Like the automotive sector, the fashion industry is currently facing major changes characterized by increasing digitalization of media in a fast-paced world. With our new fashion story #mbcollective we strengthen and prolong the engagement with our target group by releasing three campaign chapters throughout the year”- says Dr. Jens Thiemer, Vice President Marketing Mercedes-Benz Cars.

Generation Now, Generation Next

The theme of Mercedes-Benz’ 2017 global fashion engagement, Generation Now, Generation Next, puts the new generation battery-electric Concept EQ in the spotlight.

Speaking of her passion for encouraging developing talent, M.I.A. says: “When it comes to dealing with a unique musicians like Tommy, who go against the grain – I like to reassure them that their individuality is their main asset, they can be who they want to be and should embrace being unique, they’ll be okay.”

Tommy Genesis said: “It is such a privilege to have been chosen to feature in this Mercedes-Benz fashion story alongside M.I.A., an icon of the music industry whom I have always respected and admired. Being able to connect with an artist with so much experience, and share her wisdom and knowledge, made possible by Mercedes-Benz, is an incredible opportunity. And being able to promote emerging designers in the process is an added bonus.”

The Location

The fashion story was shot in Malibu, on the Wright Ranch property. A 24‑acre compound in the mountains, Wright Ranch comprises the work and living spaces of 87‑year-old Eric Lloyd Wright, grandson of the iconic American architect Frank Lloyd Wright. The key attraction was a monolithic unfinished concrete dwelling with stunning views over the sea.

All three chapters were shot by Luke Gilford, a photographer, writer, filmmaker and Santa Cruz native, who chose Malibu for its incredible range of light that gives life to numerous moods, colours and energies.

Dr. Jens Thiemer, Vice President Marketing Mercedes-Benz Cars, says: “For more than 20 years we have been committed to the promotion of creative and talented people within the fashion industry, specifically through the International Designer Exchange Program. The IDEP platform connects creative talents with a truly international audience, a stepping stone in their individual career.”

Further, in line with Mercedes-Benz’ ongoing commitment to nurturing and supporting young and emerging talent, the three Chapters will feature fashion by Mercedes-Benz supported designers including Anna October, Xiao Li, William Fan, Ran Fan and Steven Tai. Chapter 2 of the fashion story will be released in June 2017.