Mercedes Benz’s launch of Virgil Abloh special edition

In the first initiative of its kind, Mercedes-Benz collaborates with the polymath fashion designer, DJ, architect and creative director, Virgil Abloh, to create a unique artwork from the iconic Mercedes-Benz G-Class, which turned 40 in 2019.

Working in collaboration with Mercedes-Benz Chief Design Officer, Gorden Wagener, the partnership marks the unification of two worlds: fashion and art with automotive.

The objective is to push the boundaries of each respective creative realm and rebuild the luxury landscape anew and represents a new vision of luxury that is defined by the sharing of ideas and disciplines.

Like any fashion or streetwear limited edition drop, the launch has been showcased on Tuesday 08 September 2020, 4:00PM, through a digital presentation to a global audience.

A replica of the design piece will be auctioned as part of Sotheby’s Contemporary Curated, all proceeds raised by the Project Geländewagen replica will be donated to a charity that supports the arts. Advanced bidding begin on September 14th, with the final sale on October 2nd.

Virgil Abloh, founder of Off-White and creative director of Louis Vuitton menswear, continues his creative path as the “king of collabs”, adding Mercedes Benz to his list of collaborative brands like Ikea, Evian, Moet Chandon, Rimowa.

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About Paolo Lucci

Branding and licensing specialist, Brand Jam's founder and heartful promoter.