Motor brand Mercedes-Benz launches spring/summer fashion campaign

By

Monica Karski

Published
Jun 7, 2016

Automobile manufacturer Mercedes-Benz has launched a fashion campaign and short film to show off its four door coupé, the CLA, with some help from a Swedish director, a British museum, and a German model.

Director Christian Larson had worked with Lady Gaga, Beyoncé, Jay-Z and Kylie Minogue before helming "Burning Desire" for Mercedes-Benz; musician Eliot Sumner works in the same field as her father, Sting.

Marc Jacobs model Lucie Von Alten had already worked with fashion designer David Koma for London Fashion Week in February, with Koma overseeing creation of the Mercedes-Benz Spring / Summer 2017 Fashion Campaign.

The promotional short, "Burning Desire," is intended to "challenge the traditional concept of campaign imagery" and "personify the rebellious nature of the CLA promoting confidence and individuality," explained the automotive brand's Sport & Lifestyle Marketing Director.

Fire is used throughout due to its nature as "the most commanding visual metaphor for desire," Mercedes-Benz said in a prepared statement.