Mercedes-Benz has been a serious player in the world of fashion by generously sponsoring various fashion weeks around the globe. Providing rides for editors, paying for one of a kind show venues like the Kraftwerk in Berlin or inviting designers to present their collections in cites ranging from Moscow to Sydney, the company is finally elevating the fashion engagement to a new level by getting behind actual clothes. The New York designers Jack McCollough and Lazaro Hernandez have been at the forefront of the US fashion world for nearly two decades now keeping their label Proenza Schouler at the very forefront of what happens. Their shows are relevant, even for European editors and by European show standards. While New York runways are often derivative of Paris or Milan trends, the duo has managed to put their very own stamp on fashion. Handmade, folklore driven, innovative shapes and arts and crafts are within their vocabulary and the Mercedes-Benz capsule called the „Power of Two“ follows that playbook. Recycled cashmeres, ecologically produced cottons and of course gender neutral with seven key pieces put in motion with a campaign by photographer Harley Weir on actress Laura Dern and her son Ellery Harper on a road trip along the East Coast of course with the new Mercedes-Benz star car EQS.

It should come as no surprise that Mercedes-Benz picked American designers for their first fashion capsule collection as most luxury brands, whether fashion or automotive, are experiencing robust growth in the US where consumers are shopping up a bigger storm than anywhere else in the world. The market even has a bigger appetite for new products than China at the moment.

Campaign images: Harley Weir