DS Automobiles In Fashion: DS Reveals Emerging Talent Preview Ahead Of First Digital Events For SS21 Paris Fashion Week
July 7, 2020 by DS Automobiles
• Official partner to Paris Fashion Week®, DS Automobiles reveals a striking editorial fashion photo shoot featuring stars of the emerging fashion scene and electric E-TENSE models
•Titled 'Un Autre Regard'*, the work came from a meeting of designers from different disciplines, connected by the same avant-garde spirit; the work echoes the Sarah Moon photographs depicting the SM nearly 50 years ago
•The initiative by DS Automobiles is another strong collaboration with reputable fashion companies and craftsmen to showcase how DS embodies French Luxury in their automobiles.
To celebrate the first virtual presentation of the Spring-Summer 21 Men's Fashion collections, Paris Fashion Week® event partner, DS Automobiles is showcasing the work of the emerging designers that the Federation of Haute Couture and Fashion promotes through the Sphere showroom.
Since its launch, DS Automobiles has taken inspiration for its visual identity from fashion and film. Sometimes the actor, sometimes the accessory, the car changes its character depending on the project. The 'Un Autre Regard'* series will once again uncover new possibilities through the medium of fine, artistic photography.
Identified by the Fédération de la Haute Couture et de la Mode as emerging brands, BLUE MARBLE, Boramy Viguier, EGONlab, Germanier et Mansour Martin have characteristic looks to their work. Along the Seine, downstream from the Palais de Tokyo where these talents usually show off new trends, the photographer Paul Franco took over the Château de Bizy to reveal his vision for Paris Fashion Week 2020.
Five images have been staged in the castle's courtyard and gardens with DS 3 CROSSBACK E-TENSE, DS 7 CROSSBACK E-TENSE 4x4 300 and DS 9 E-TENSE.
'I'm passionate about Sarah Moon's work,' enthused Paul Franco. 'She is an incredible photographer and I am also inspired by Steven Klein. For this project, the treatment of my photos is a mix of these two distinct styles with a poetic, very feminine side and something more committed and masculine using flash. It's this combination between the two that's representative of me. I wanted to create fashion pictures with cars and I love the result, highlighted by a treatment that mixes sharpness and blurring. I was given carte blanche and I loved seeing our model lying on the bonnet of DS 9 with an outfit in leather adorned with large studs designed by EGONlab. They put a crazy amount of energy into the shoot. The shining studs against the bodywork made fantastic photographs. I'm aware that we surpassed the limits of the car world but the car itself has none!'
Under the gaze of the photographer, the meeting between these five designers and DS Automobiles' cars discovered a new dimension to 'beautiful'. The primary role of the clothes or the car is put to one side in favour of exhilarating joy.
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The editorial 'Un Autre Regard'* will be shown primarily on the @DS_UK Instagram account between 9 and 13 July, during Paris Fashion Week. A very limited edition print will also be offered.
*Un Autre Regard : A Different Perspective
Since it was created five years ago, DS Automobiles regularly works with companies well-known for their expertise. The best artisans, specialists in embroidery, luggage, feathers, crystal and straw have collaborated with the DS DESIGN STUDIO PARIS teams on interiors that are ever more iconic. These works have become sources of inspiration for the cockpits of DS 3 CROSSBACK, DS 7 CROSSBACK, DS 9 and the brand's future designs.