Glamour time: The MBFWKL 2024 also served as the launch platform for the EQS 450 4MATIC SUV. — Mercedes-Benz Malaysia
Petaling Jaya: Beyond design and aesthetics, the automotive and fashion industry share a common ground that’s rooted in style and performance.
From the open roads to stylish catwalks, this crossroad between fashion and cars has resulted in cross collaborations and unique creative expressions, which serve to inspire and promote both industries.
More than just a means of transport, a car can also serve as an extension of one’s personality and style. Just like fashion.
This symbiotic relationship has thus far seen the motoring and fashion industries come together resulting in campaigns, collaborative offerings and cross-promotional showcases.
Rolling on the catwalk
Brands like Mercedes-Benz have leveraged off and lent its support to the fashion industry by providing designers a platform.
Over the past years, the German automotive brand has established itself globally as a partner of select fashion events. The brand is currently involved in numerous fashion platforms all over the world.
“The connection between Mercedes-Benz and fashion is deeply rooted in the brand’s commitment to innovation, luxury and design excellence,” said Amanda Zhang, chief executive officer and president of Mercedes-Benz Malaysia.
“Fashion, much like automotive design, is a powerful form of self-expression and a reflection of evolving luxury trends. Mercedes-Benz’s involvement in the fashion industry, which began with the Mercedes-Benz FashionWeek in Australia in 1995, has grown into over 60 platforms globally,” Zhang said.
Locally, this has also transpired in the creation of Mercedes-Benz FashionWeek Kuala Lumpur (MBFWKL), which returned for its sixth installation this August. Showcasing a wide repertoire of cutting-edge fashion and designs by local talents, the event also served as a platform for the unveiling of the latest Mercedes-Benz EQS 450 4MATIC SUV.
Zhang explained that the launch of the model in the Malaysian market perfect aligns perfectly with the event’s celebration of innovation, creativity and luxury.
“By unveiling the EQS 450 4MATIC SUV at such a prestigious event, Mercedes-Benz highlighted the vehicle not just as a luxury car but a lifestyle product for individuals who value both sustainability and cutting-edge aesthetics,” Zhang said.
Multifaceted relationship
Like some car brands, Peugeot is also embracing the synergy between automotive and fashion. This year the French marque continued its partnership with Paris Fashion Week for the Spring/Summer 2025 Women’s Fashion Edition. The brand has also showed its support for the local fashion industry as a collaborator of the recent with KL Fashion Week (KLFW).
According to Daniel Guedez, Asean brand and marketing director for Stellantis, the collaboration was part of the plan to introduce and position the brand to new audience, outside from the usual motoring enthusiasts. “We wanted to align with a credible platform that celebrates creativity, innovation, and design – values that are deeply embedded in the brand’s DNA.”
At KLFW 2024, local fashion designer and visionary, Kit Woo put together a presentation that was inspired by the sleek lines and contemporary aesthetics of the Peugeot 408, which served as the muse of his collection.
“When you look at cars and fashion, the first concept always begins with design,” said Guedez.
“This is the common thread that ties these two worlds together, and we’re here to celebrate the convergence of fashion and automotive.”
Guedez said that for a brand like Peugeot design is more than just aesthetic.
“It’s deeply ingrained in the brand’s DNA, and identity and influences every detail of our vehicles. Similarly, in fashion, design is the starting point for creating pieces that are not only functional but also aspirational.”
No doubt the correlation between fashion and cars is deeply rooted in the fact that both serve as lifestyle statements and are extensions of one’s image. As such the linkage to fashion for many car brands is an allure hard to resist, even more so as it jointly serves as an expression of style, identity, and creativity for certain individuals.
Marketability of fashion
Cars do the same by reflecting a sense of sophistication, taste, personality, and character.
“Together with KLFW, we created high visibility appearance and branding with new audiences while strengthening our connection and engaging with the fashion-forward community,” added Guedez.
“This is the audience who understands and sees vehicles as more than just transportation but as lifestyle statements and a symbol of personal style,” he said
Beyond the catwalk, the French marque also orchestrated on-ground test-drives of the 408, exclusive giveaways, pop-up roadshows and a design search competition during KLFW.
The brand has also organised a contest allowing fashion enthusiasts to win a trip to Paris with exclusive tickets to attend Paris Fashion Week 2025 when they purchase a 408.
For Mercedes-Benz, MBFWKL provides a pivotal role for the brand to position Kuala Lumpur as a key player in the global fashion calendar, while simultaneously reinforcing the brand’s dedication to innovation and sustainability.
“We remain committed to nurturing creativity within the local fashion scene,” Zhang said.
She added that MBFWKL also served to drive the conversation around sustainable and forward-thinking design.
“Mercedes-Benz is not merely an observer of trends; it is actively contributing to the evolution of fashion by encouraging eco-friendly practices and promoting designs that reflect the future of luxury,” she said.
“This is vital for elevating both industries on a global stage, offering opportunities for co-creation that could benefit the brand and local designers alike,” she added
