Changing gear

That cars and fashion reflect who we are — or who we want to be — is not a new concept, so it was a smart idea to bring the two together in a campaign for Volvo. The carmaker brought out the big guns by collaborating with three of South Africa’s most prominent fashion designers to launch its new range of cars.

Their task was to bring cars and fashion together in an innovative way by designing interior, exterior, consumer and couture car accessories. The results were revealed recently at a spectacular event in Johannesburg.

Three of South Africa’s top fashion designers collaborated with Volvo to launch their new range of cars. Each artist designed a range of clothes and accessories around their chosen Volvo model and the results showcased the best in local fashion design.

The uber-cool Gert-Johan Coetzee, the South African designer of the year, chose the “sporty and playful” C30. His accessories included a memory stick, laptop bag, belt and car-wash kit, for which he created a range of innovative designs.

He took the Volvo slogan: “Anything is possible” to another level in his couture item, a dress made of water. The dress, displayed outside, had water flowing from it into a fountain and was the highlight of the night.

Said Coetzee: “Water not only symbolises life, but flowing water represents abundance of life. However, water also has the power to destroy and the contrast of this kind of power with the safety of my C30 allowed my creativity to flow.”

His described his experience with Volvo as a “fantastic, fun project”.

“When do you get the opportunity to redo the interior and exterior of a car and create accessories? Volvo spoilt us rotten.”

The other designers, David Tlale and Stoned Cherrie founder ­Nkhensani Nkosi, both incorporated details from the cars themselves.

Tlale’s couture piece included embossed leather and aluminium, and Nkosi emphasised Volvo’s focus on safety with a dress made of the tough fabric used in seat belts, which she somehow managed to turn into a feminine piece.

One would think that a dress made of safety belts would be something Lady Gaga would wear, but the piece was surprisingly wearable, exposing just the right amount of skin for an evening outfit. The knee-length, off-the-shoulder dress flared at the hem, giving it flow and elegance.

We make it make sense

If this story helped you navigate your world, subscribe to the M&G today for just R30 for the first three months

Subscribers get access to all our best journalism, subscriber-only newsletters, events and a weekly cryptic crossword.”

Related stories


Already a subscriber? Sign in here


Latest stories

Suicide cases soar in Zimbabwe

The economic crisis in the country appears to be pushing people over the mental edge

OPINION| New UK work visa to exclude graduates from Africa

If graduates did not get their qualifications from the list of top 50 universities, 40 of which are in the US, France, China, Hong Kong, Australia, Germany, Canada and Japan, they will be excluded

Hackers infiltrate SA illicit financial flows conference with porn clip

The conference was attended by state agencies, blue- chip global and local non-governmental agencies and public accountability experts

OPINION| South African audiences want more authentic and accurate diversity...

The media has the power to shape perceptions, so television shows and movies can help shape a positive view of people who feel stereotyped

press releases

Loading latest Press Releases…