Mercedes-Maybach Haute Voiture
Let’s face it. Hugo Boss and adidas are considered fashion companies in Germany, which says a lot – or little about the current state of the fashion industry. There has been a stealth player taking shape since the millennium: it’s the car company Mercedes-Benz. Not only do they support fashion weeks worldwide but they also make fancy concept cars with designers like the late Virgil Abloh or even A$AP Rocky. During last year‘s Haute Couture week in Paris in July, the Stuttgart-based company took over the Pavillon Ledoyen, home of the three-star restaurant of Yannick Alléno, behind the Grand Palais to present its new Mercedes-Maybach Haute Voiture car. Yes, clearly positioned like an Haute Couture dress but it’s a car. Some of the materials used in the interior of the Haute Voiture like nappa leather and bouclé fabrics were even made into dresses and bags to underline the company’s fashion stance. And like an Haute Couture dress, the cars will be brought to market in 2023 in a strictly limited edition as ordered by the client. The brain behind many of the fashion initiatives is chief designer Gorden Wagener who spoke to us about this unprecedented fashion engagement by a car company.
ACHTUNG: How did the Concept Mercedes-Maybach Haute Voiture come about?
Gorden Wagener: Mercedes-Maybach is the pinnacle of Mercedes-Benz’ luxury portfolio. Its pioneer status and credibility in the luxury landscape allow us to speak with customers who have access to the world’s most aspirational lifestyle. So it was a natural progression to take Haute Couture – the pinnacle in fashion – as an inspiration for a new exclusive and strictly limited edition. The model is as close to the production of a concept car combining exceptional design and the most exquisite craftsmanship. It heralds a new era of exclusivity for the tradition-rich Maybach brand and will be delivered to customers early 2023.
A: How do you see the world of fashion?
GW: As a designer, I am constantly looking for surprising and extraordinary elements to exceed expectations and break boundaries. At Mercedes-Benz we always aim to raise the bar higher. We do this by merging design disciplines and drawing inspiration from many fields, including fashion. Design is one of our industry’s most important success factors, and plays a central role in both the fashion and automotive worlds. Fashion is bursting with creativity, and it is a perfect playground to express one’s personality and the zeitgeist.
Like this Story?
Share it with your friends!
Mercedes-Maybach Haute Voiture
Let’s face it. Hugo Boss and adidas are considered fashion companies in Germany, which says a lot – or little about the current state of the fashion industry. There has been a stealth player taking shape since the millennium: it’s the car company Mercedes-Benz. Not only do they support fashion weeks worldwide but they also make fancy concept cars with designers like the late Virgil Abloh or even A$AP Rocky. During last year‘s Haute Couture week in Paris in July, the Stuttgart-based company took over the Pavillon Ledoyen, home of the three-star restaurant of Yannick Alléno, behind the Grand Palais to present its new Mercedes-Maybach Haute Voiture car. Yes, clearly positioned like an Haute Couture dress but it’s a car. Some of the materials used in the interior of the Haute Voiture like nappa leather and bouclé fabrics were even made into dresses and bags to underline the company’s fashion stance. And like an Haute Couture dress, the cars will be brought to market in 2023 in a strictly limited edition as ordered by the client. The brain behind many of the fashion initiatives is chief designer Gorden Wagener who spoke to us about this unprecedented fashion engagement by a car company.
Q: HOW DID THE CONCEPT MERCEDES-MAYBACH HAUTE VOITURE COME ABOUT?
Gorden Wagener: Mercedes-Maybach is the pinnacle of Mercedes-Benz’ luxury portfolio. Its pioneer status and credibility in the luxury landscape allow us to speak with customers who have access to the world’s most aspirational lifestyle. So it was a natural progression to take Haute Couture – the pinnacle in fashion – as an inspiration for a new exclusive and strictly limited edition. The model is as close to the production of a concept car combining exceptional design and the most exquisite craftsmanship. It heralds a new era of exclusivity for the tradition-rich Maybach brand and will be delivered to customers early 2023.
Q: HOW DO YOU SEE THE WORLD OF FASHION?
GW: As a designer, I am constantly looking for surprising and extraordinary elements to exceed expectations and break boundaries. At Mercedes-Benz we always aim to raise the bar higher. We do this by merging design disciplines and drawing inspiration from many fields, including fashion. Design is one of our industry’s most important success factors, and plays a central role in both the fashion and automotive worlds. Fashion is bursting with creativity, and it is a perfect playground to express one’s personality and the zeitgeist.