A brand platform celebrating the fusion
of fashion and bespoke car design
Before cars were democratized in the 1960s and 1970s, Carrozzeria's or coach builders played a vital role in tailoring to the high-end customer with bespoke projects and one-off vehicles.
The Aga Kahn, the Shah of Persia, Royalty from Europe and Asia were all defining elegance and bespoke luxury with their commissions at the leading Coach builders of Europe. The likes of Pininfarina, Bertone and Frua from Italy, Chapron from France and Karmann from Germany.
AUTOMOTIVE HAUTE COUTURE IS NOTHING NEW IN THE AUTOMOTIVE CATEGORY.
HAUTE COUTURE MEETS AUTOMOBILE
Automotive haute couture is about the ultra-luxurious, highly customized, and exclusive approach to vehicle design, inspired by the world of high fashion.
Just as haute couture in fashion represents meticulously crafted, one-of-a-kind pieces for elite clients, automotive haute couture involves the creation of bespoke car experiences tailored to the tastes, lifestyles, and personalities of their owners.
As the world of high luxury keeps on growing, it blends more and more different worlds and takes inspiration for many categories of highly crafted products and even art.
BLENDING WORLDS OF
INSPIRATION
“SIMPLICITY IS THE KEYNOTE
OF ALL TRUE ELEGANCE."
- COCO CHANEL
A NEW RECIPE
Performance and heritage; not the only sources of luxury inspiration.
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While racing, Formula 1 and performance on one hand and heritage and restoration on the other hand keeps serving a mature market of inspiration, aspiration and value creation, there is a wider need and appeal by discerning consumers for something different. Something more novel.
This is where Automotive Haute Couture comes in as a brand platform of cross fertilization between high fashion and automotive luxury.
With space for style and impeccable taste but also for technology and innovation, this is about the synthesis of adjacent worlds of creation and imagination.
A CREATIVE GUIDE TO
AUTOMOTIVE HAUTE COUTURE
What this might entail for car manufacturers, coach builders and restoration experts or for new entries and investors in the dynamic world of automotive.
How to activate and enter the market of Automotive Haute Couture?
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Technology Meets Luxury
Advanced customization will extend to digital and tech features, such as bespoke digital interior themes and interfaces, holographic displays, or personalized in-car entertainment.
Exquisite Materials & Craftsmanship
Tap into heritage of automotive centers of excellence and fusion of new techniques. The use of rare and exotic materials, such as hand-stitched leather, precious metals, fine wood, and even gemstones.​
Techniques from luxury industries like jewelry-making, watchmaking, and couture embroidery may be incorporated.
Fashion & Luxury Brand Collaborations
Expect more partnerships between carmakers and haute couture fashion brands. However, less is more here with deeper collaborations instead of quick CMF exercises. Interiors might feature custom fabrics, designer logos, and signature styling from fashion houses.
Limited-Edition & One-Off Models
The return of the coach builder business model. Like couture gowns, these vehicles will be produced in extremely limited numbers or even as one-off commissions for affluent buyers.
Exclusivity & Experiential Buying Process
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The luxury category does not limit itself to the product. The complete customer experience from acquisition to owning is key. Hence why the premises of brands have to reflect more than ever the experience rather than the product. Top clients will want the opportunity to work directly with designers and engineers to co-create their dream car directly in the atelier or design studio.
