SUSAN SARANDON ILLUSTRATES THE SECOND PART OF THE “GENERATION NOW, GENERATION NEXT” CAMPAIGN FOR MERCEDES BENZ
The Mercedes-Benz Fashion Division has signed a new project called “#mbcollective Fashion Story”, a collaborative storytelling format featuring creative personalities who embody the brand’s values.
The first initiative in this adventure, the “Generation Now, Generation Next” campaign, brings together international talents from diverse backgrounds on a mentoring basis.
#mbcollective Fashion Story 2017 Chapter Two
#mbcollective Fashion Story 2017 Chapter Two
Following in the footsteps of British producer and artist M.I.A. (Generation Now) and her protégée, Canadian rapper Tommy Genesis (Generation Next), the brand’s second installment features the 100% electric EQ Concept. EQ for Electric Intelligence, the leitmotif of the Fashion Story, which focuses on emotional relationships.
Shot by American photographer, writer and director Luke Gilfordn, the deep-red film features Oscar-winning actress Susan Sarandon (Generation Now) and director Bryn Mooser (Generation Next), expressing the strength and energy of their relationship.
“I’m so happy to be taking part in the #mbcollective project with Bryn Mooser. I feel privileged to be part of the latest Mercedes-Benz Fashion Story as an ambassador for a humanitarian organization. I am proud to present the EQ Concept as part of the collaboration with Mercedes-Benz. Promoting sustainable development is very important to me”. Susan Sarandon
Over the past 22 years, Mercedes-Benz has established itself as a global partner of prestigious fashion events. The brand currently participates in more than sixty fashion platforms around the world, including the Mercedes-Benz Fashion Weeks in Beijing, Istanbul and Milan, as well as the renowned Hyères International Fashion and Photography Festival.
In France, the “Les Etoiles” initiative, chaired by Alexis Mabille, helps to highlight young designers by getting them to work on creations linked to a theme around the brand. In 2017, they will be inspired by Mercedes-Benz sportiness. All their work will be unveiled at the start of Prêt à Porter Week at the end of September.
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