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The Mercedes-Benz E-Class Cabriolet and Milla Jovovich

The Mercedes-Benz E-Class Cabriolet and Milla Jovovich

The New Visual Campaign Captured by Cult Photographer Miles Aldridge
MBFW July 2010 - Key Visual
The official Mercedes-Benz Fashionweek key visual in July 2010. The central characters: The Mercedes-Benz E-Class Cabriolet and Milla Jovovich, photographed by Miles Aldridge. Photo courtesy of Mercedes-Benz.
Custom design hat by Philip Treacy. Making of - the new visual campaign with Mercedes-Benz E-Class Cabrio and Milla Jovovich - captured by cult photographer Miles Aldridge. Photo courtesy of Mercedes-Benz.
Custom design hat by Philip Treacy. Photo by Miles Aldridge. Photo courtesy of Mercedes-Benz.
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 colorful 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 colors 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.
Making of - the new visual campaign with Mercedes-Benz E-Class Cabrio and Milla Jovovich - captured by cult photographer Miles Aldridge. Photo courtesy of Mercedes-Benz. Custom design hat by Philip Treacy. Making of - the new visual campaign with Mercedes-Benz E-Class Cabrio and Milla Jovovich - captured by cult photographer Miles Aldridge. Photo courtesy of Mercedes-Benz.
Making of - the new visual campaign with Mercedes-Benz E-Class Cabrio and Milla Jovovich - captured by cult photographer Miles Aldridge. Photo courtesy of Mercedes-Benz.
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.

Mercedes-Benz Fashion Campaign Mercedes-Benz currently supports fashion events in 30 countries on every continent. In addition to Berlin, New York, London, Milan and Paris, the German luxury brand has been continually present at exclusive fashion platforms in other major international cities. These include Mexico City, Stockholm, Amsterdam and Buenos Aires.

For more information please visit www.mercedes-benzfashionweek.com

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Mercedes-Benz is proud to present cult Mexican label JESUS IBARRA + BERTHOLDO (JI+B) in Berlin this season. On July 9, 2010 at 6 pm, the design duo will show its newest collection as part of the Mercedes-Benz Fashion Week at the official venue at Bebelplatz.

JESUS IBARRA + BERTHOLDO (JI+B) is currently the hottest label in Mexico. The designers Jesus Ibarra and Bertholdo Espinoza have enjoyed great success in their homeland after founding the label in 2002. The duo's creations are characterized by distinct forms and intense, high-contrast color combinations...read more



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