We’ll admit it right up front. Fashion is not our beat!
But cars are, and when the opportunity comes up for a story on the futuristic Mercedes-Benz EQ concept AND Susan Sarandon, well, who could pass that up? So we just had to explore the relationship.
The connection is Mercedes-Benz’s longstanding support of the fashion industry and its designers. Over the past 22 years, the brand has established itself as a partner of select fashion events globally and it is currently involved in more than 60 fashion platforms around the world. It is particularly appreciated for promoting gifted young designers.
That connection led to the creation of #mbcollective, an alliance of creative individuals who embody the values of the Mercedes-Benz brand. "Generation Now, Generation Next" is a platform that offers today's style-defining and influential personalities the opportunity to help promote tomorrow's trendsetters.
Fashion Story: an emotional connection
At the centre of the "Generation Now, Generation Next" campaign is the new, battery-electric Concept EQ with its "electro-aesthetic" styling. EQ signifies Electric Intelligence and is the leitmotif of the Fashion Story, which focuses on emotional relationships.
Chapter One of that story dealt with the start of a relationship; Chapter Two focuses on Susan Sarandon and her mentorship of Bryn Mooser, who is known for co-founding RYOT, a media company that specialises in virtual reality documentaries for news stories and reports dealing with humanitarian issues.
"Susan and I have already worked on humanitarian projects all over the world, from the Middle East to the Standing Rock protests in the USA,”says Mooser. “It's an unbelievable opportunity to be given a platform like this by Mercedes-Benz to raise the profile of our humanitarian work and benefit from Susan's experience."
Sarandon got to know Bryn Mooser in 2010 after the devastating earthquake in Haiti and has been supporting his work ever since.
Ambassador for humanitarianism
"I'm so delighted to be part of the #mbcollective along with Bryn Mooser,” Sarandon says. I feel privileged to be taking part in the latest Mercedes-Benz Fashion Story as an ambassador for humanitarianism. I am proud be presenting the Concept EQ vehicle as part of the collaboration with Mercedes-Benz, because it is very important to me to promote sustainability."
Michael Bock, Head of Sport & Lifestyle Marketing at Mercedes-Benz Cars, says: "The new #mbcollective Fashion Story is a collaborative storytelling format that highlights the values of our brand – values based on innovation, human benefit, interconnectedness, sustainability, emotion and intelligence – through the eyes of fashion.
“It supports Mercedes-Benz's worldwide fashion activities, but also allows us to continue to support emerging design talents. Our new #mbcollective allows us to communicate with impact and with lasting effect. It helps make us an even more influential and respected voice in the constantly changing fashion scene."
And it’s a reason for some great photography by Luke Gilford, at the Wright Ranch in Malibu, California.