Cookie Consent by Free Privacy Policy website Inspired by Innovation: Mercedes-Benz and Heron Preston collaborate on an Airbag concept collection
agosto 31, 2021 - Mercedes-Benz

Inspired by Innovation: Mercedes-Benz and Heron Preston collaborate on an Airbag concept collection

Comunicato Stampa disponibile solo in lingua originale. 

Stuttgart/San Francisco.  Mercedes-Benz unveils a new concept collection, created in #collaboration with US-American designer and creative director #heronpreston that pushes the boundaries of innovation and sustainability in #fashion design. Paying homage to the patent of the airbag which celebrates its 50th anniversary and the 40th anniversary of the life-saving feature’s use in #mercedesbenz passenger cars, the conceptual looks are made of recycled airbag materials. In addition to the concept looks, the upcycled airbags have been turned into exclusive merchandise designed by #heronpreston, which will be available via giveaway on the global platform GOAT from September 10th.  

The innovative #collaboration continues the brand’s development by including new ways of discovering the limitless possibilities of design. For the concept collection, Preston reimagines the ground-breaking airbag safety feature into three forward-thinking men’s and womenswear looks, inspired by the airbag and using upcycled material from #mercedesbenz passenger cars. The functionality of the airbag is mirrored through the collection’s ability to inflate and deflate.  Aligning with Mercedes-Benz’ commitment to sustainability, Preston’s label – recognised for its luxury spin on work wear – has incorporated less environmentally-destructive practises since the launch of his label in 2016. Today, his brand is amongst just a few in the streetwear space that is proud to prioritize sustainability and the #mercedesbenz conceptual looks sit within Heron’s RE-DESIGN program, which creates one-of-a-kind pieces from re-used materials.

“At #mercedesbenz we are very proud of our unique, global #fashion engagement, which has developed a close relationship with the industry since 1995. Working with co-creators in this field that reflect our values enables us to further push sustainable luxury design into the future. Heron’s unique take on sustainability and the way he approaches the topic through the lens of culture is what made him an outstanding partner to work with on this project”, says Bettina Fetzer, Vice President Communications & Marketing #mercedesbenz AG. 

“The Airbag concept collection is inspired by two anniversaries of the life-saving technical innovation: the Airbag patent 50 years ago and the first serial introduction into our flagship model, the S-Class back in 1981. We are convinced that co-creation and collaborative projects create memorable and unique moments with our brand.”

“Mercedes-Benz and my brand share a common value of reducing our impact on the planet, and that was the starting point of the co-operation”, says #heronpreston. “Upcycling and celebrating sustainability have been my earliest approaches to design, since launching my collection, and I loved lensing a celebration of the airbags anniversary in this way to create a beautiful collection from recovered materials alongside some of their most advanced fleet of fuel efficient and electric vehicles. #mercedesbenz is an iconic brand which has such a strong hold on culture - and me being fascinated with culture and someone who shapes it – the partnership felt both exciting and natural.”

Nowadays the airbag is known as an integral feature of cars and #mercedesbenz celebrates two anniversaries: almost 50 years ago in October 1971, the pioneering airbag was first patented (specification: DE 21 52 902 C2) and changed the #automotive industry. #mercedesbenz was also the first car manufacturer to integrate the airbag in passenger cars more than 40 years ago. Since then the safety feature has helped save countless lives and does until today.

The conceptual creations are brought to life in a series of powerful images and bespoke films lensed by photographer and filmmaker Thibaut Grevet, concepted by Ill Studio. Vehicles included are the new S-Class, S-Class Plug-in-Hybrid, a cutaway model, the 500 SEL (W126) and the new full-electric EQS. More about the campaign is live on the brand’s social media channels: @mercedesbenz

Continuing the idea of upcycling and sustainability as a major responsibility, the shoot’s inflatable set will be repurposed and appear as an installation at the #mercedesbenz #fashion Week Berlin from September 6th-8th, 2021.

Further information in the press release to download

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