The automobile industry’s love of fashion has manifested in many partnerships, including Infiniti + Thom Browne, Barbour and Land Rover, Lexus and MADE Fashion Week, Cadillac and “Mens Day”, and most notably, Mercedes Benz Fashion Week, the long-time sponsor of NYFW. Hannah Elliott of Bloomberg wrote about IMG’s struggle to find a new backer, and how the organizer is having difficulty doing so. But that doesn’t mean automakers are shying away from aligning with designers for industry and design caché. In July, just in time for Fashion Week: Men’s, Michael Bastian and GMC will unveil another ‘Precision’ campaign, drawing parallels on the attention to detail paid in everything they do.
In the past, most partnerships have been one-sided, with one party (typically the larger company, $$$) driving most of the campaign messaging. It is promising to see large and mass of brands embrace telling their story and the stories of others, similar to this one. And though I won’t be in line to buy a GMC Yukon Denali anytime soon, I appreciate the thought, especially since my perception of GMC skews mass middle-America. Changing brand perception takes time and money but GMC is on the right path.
Props to Michael Bastian and his team for keeping up the momentum, from partnerships with Uniqlo to HP and now GMC. Though the brand is not completely my style aesthetic, I admire Bastian’s vision, taste and impact on the menswear space. His career is one I aspire to, and most definitely a modern man.