Hyundai collaboration with renowned NYC-based fashion brand Zero + Maria Cornejo to present 15 piece fashion collection utilising leftover Hyundai car seat materials
Hyundai Motor Company is partnering with ready-to-wear fashion brand Zero + Maria Cornejo to host Re:Style, an exclusive cultural event showcasing a creative upcycling collaboration between the automotive and fashion industries.
The event will take place on September 6, the opening night of the 2020 S/S New York Fashion Week, at the trendy Public Kitchen restaurant in New York.
Re:Style focuses on upcycling, an emerging cultural trend that encourages the transformation of leftover materials into new products.
The event will present a vision for the creative reuse of automotive materials for fashion and connect with people who care deeply about the environment and seek more ethical consumption.
The event’s theme, “saving the planet in style,” will bring to life a collaboration between Hyundai Motor Company, Hyundai Transys (a Hyundai parts company and one of the premier car seat manufacturers in the world) and New York based-fashion brand Zero + Maria Cornejo.
For the project, the automotive brand and Zero + Maria Cornejo have produced a 15 piece capsule collection reusing the leftover leather produced after the seat development by Hyundai Transys and upcycled Zero + Maria Cornejo fabrics, including a 100 percent organic cotton Cradle to Cradle Certified Gold Dylan denim, reimagined in entirely new shapes and silhouettes.
The original collection will be presented at the Re:Style event.
“The whole idea is to do something creative with things that have had a life before,” said Maria Cornejo. “It is about making something new and re-imagining things. Re-create, re-imagine, re-cycle. How do we get creative with less?”
Zero + Maria Cornejo is recognised as an eco-friendly designer brand known for using natural dyes, natural silk, and materials that require minimal oil, and is also renowned for taking the conservation of natural ecosystems and environmental issues into consideration.
Zero + Maria Cornejo is famous for being worn by numerous celebrities and luminaries.
“Our brand designed Re:Style to further our mission of becoming a more sustainable company and to create dialogue around eco-conscious lifestyles,” said Wonhong Cho, Global Chief Marketing Officer of Hyundai Motor Company.
“This cultural event in the heart of New York City allows us to partner with one of the preeminent eco-friendly designers and share our vision for progressing humanity.
“We are aiming to prove that you can create something beautiful and new from something that was once used.”
A large number of influential domestic and foreign celebrities, including fashion influencers, designers, stylists, and media will attend Re:Style, along with famous socialites and influencers who support sustainable activity.
Hyundai and Zero + Maria Cornejo have also designed a run of limited edition T-shirts that will be sold in-store and on Zero + Maria Cornejo’s website, with the proceeds benefiting environmental organisations.
The programme will also include branded content and a partnership with Nylon, a leading pop culture and fashion media outlet.
Re:Style is the second cultural project from Hyundai following the successful “StyleNite” event in Los Angeles late last year and is a part of the brand’s creative approach to reach young and trend-focused millennials by teaming up with key figures in the fashion industry.
The collaboration is also another step towards Hyundai making an impact in sustainability and lessening its eco-footprint, as evidenced by the recent debut of the Hyundai NEXO, its first dedicated fuel cell electric vehicle that produces zero carbon emissions.
The company has also worked with the BBC on a series titled “Innovators of Tomorrow” which shares innovators’ vision for a better future as well as sponsoring various global initiatives including a Sustainable Water Circulation Project in the Philippines and a Dream Village Project improving the underdeveloped villages in Chennai, India.