Mercedes’ “Genius” Collab With $9.2 Billion Heavyweight Bring Out Fashion Royalty Lewis Hamilton, Justin Bieber & Serena Williams

Lewis Hamilton is a fashionista in the world of motor sporting. We often see him walking down the paddock in his famous outfits and naturally, the photographers make a beeline to click a picture of him. When not on the track, the man of multiple talents is seen investing his time and money in various industries and aspects that appeal to him. One such avenue is fashion. The F1 fashion icon took the world by storm when he made an appearance at the London Fashion Week ahead of his team, Mercedes’ collaboration with this billionaire luxury brand.

Mercedes has been at the helm of innovation in automobile and auto sports. But the ingenuity doesn’t restrict itself to cars and goes further beyond. In a witty collaboration, the German car manufacturer has collaborated with the Italian luxury brand, Moncler. The fashion brand showcased its “The Art of Genius” live show at Olympia London and, according to Reuters, the likes of Lewis Hamilton, Justin Bieber, along with his wife Hailey Bieber, attended the event. Even the tennis star Serena Williams marked her presence.

The fashion event titled, “The Art of Genius” in fact showcased a genius step from the $9.2 Billion dollar brand where it went beyond the fashion industry to collaborate with personalities of other disciplines and industries. Amongst them were the likes of Pharrell Williams and Alicia Keys, rapper Jay-Z’s entertainment company Roc Nation and the automobile giant Mercedes and even Adidas Originals were in attendance to showcase their interpretations and concepts.

Titled The Art of Genius, it marked the dawning of a new era for the brand’s Genius initiative, expanding beyond the medium of fashion collaboration into cross-disciplinary co-creation, and drawing in a community of over 10,000 people to celebrate.

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Sir Lewis Hamilton, who has never shied away from expressing himself via fashion, opted for a black puffer jacket similar in style to Moncler’s Fall 2023 Ready-To-War collection. But the real show stopper was the caricature-like car which drew inspiration from the luxury brands’ puffer jackets.

The Moncler and Mercedes Collaboration

The 8x champion team Mercedes collaborated with the Milan-based brand Moncler, which is known for its signature puffer and ski jackets. It inspired Project Mondo G, the luxury brand’s jackets and the German manufacturer’s signature G-Wagen.

The Olympia London showcased a gargantuan sculpture donning the same trademark style of the fashion brand. To inculcate the ‘puffy’ aspect, the car’s wheels were designed in an inflated manner and the zip canopy (also puffy) topped the look.

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The Who’s who of different worlds gathered to celebrate fashion with Moncler. Whose look did you prefer the most? And what do you think about Mercedes’ brilliant collaborative move with the multi-billion dollar band?