Lexus Tapping Into Fashion World

The car company has launched a campaign on the Sundance Channel built around the network’s fashion series, “All on the Line with Joe Zee.”

CREATIVELY DRIVEN: Mercedes-Benz may sponsor one of fashion’s biggest events — Mercedes-Benz Fashion Week in New York and other cities — but it’s not the only car that’s in on the style game. Lexus last year sponsored a challenge for four designers to create fashionable works of art using the 2,000 parts of a dismantled Lexus CT hybrid. The results produced unexpectedly beautiful jewelry, shoes, apparel and an usual head piece made from a transmission starter and exhaust manifold gasket. The car company also teamed with the Council of Fashion Designers of America for The Lexus Eco-Fashion Challenge, a sustainable clothing and accessory initiative.

Now, Lexus has launched a campaign on the Sundance Channel built around the network’s fashion series, “All on the Line with Joe Zee.” The campaign includes “TechStyle,” a series of short interviews between Zee and innovative designers such as Hussein Chalayan, who famously designed a skirt that folded into a table and an LED laser dress, the designers of Ministry of Supply, who used a NASA-developed material that regulates body temperature for their Apollo shirt, and Mary Huang, whose next project is a line of technology-enhanced shoes and bikinis. “I love the idea of technology with fashion,” Zee said. “An LED bikini may feel gimmicky, but it’s actually a great gateway to what’s next. Finding practical function and embracing technology is a given. In a way, it’s no different that, say, Jil Sander developing techno fabrics that are wrinkle resistant and water resistant.” Zee can be seen in the series tooling around Los Angeles in a Lexus ES as he travels to fashion shoots and meetings with designers — for the sake of continuity.

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