Jeremy Scott releases collection made entirely from Hyundai’s discarded car parts
As part of Seoul’s Re: Style 2023 platform, Hyundai Motor Company has announced they have been working with Jeremy Scott on an upcycled couture collection. Following the news that he will leave the role of creative director at Moschino after 10 years, this collection sees the acclaimed designer utilise his years of experience in this venture into luxury upcycling.
The idea for Re: Style is to highlight the significant detritus and carbon emissions produced by the companies to prove that they can reuse their materials to make something new. The project was launched in 2019 in New York and has since seen collections every year with designers like Maria Cornejo and stores like London’s Selfridges. This new collection by Scott will coincide with Seoul Fashion Week, as he uses materials like Bio TPO Skin made from sugar cane extracts and waste car parts like hub caps and keys.
Scott transforms automotive waste and deadstock fabric into couture, turning wheels into oversized bows and seatbelt fastenings into cutout fishtail gowns. By using windscreen wipers as hem embellishments, the unusual material is given a wispy finish, as Scott retains his signature exaggerated shoulders and silhouettes with the likes of cherry-red taillight necklines. One strapless sweetheart-neckline number is made entirely of internal car wires and cascades the floor in a rainbow of strings.
Now in its fourth year, Re: Style will present the collaboration at AP Again in Seongsu-dong for three weeks. The event will start on the 23rd of March with a gala preview event on the 22nd. As the first of its kind to be held in Korea, this opening will align with the launch of Hyundai’s KONA Electric vehicle.
“In line with the global launch of KONA Electric, Hyundai Motor Company is making various efforts to combine the vision of electrification with cultural content,” said Sungwon Jee, Senior Vice President and Global Chief Marketing Officer at Hyundai Motor Company. “We hope Hyundai ‘Re: Style exhibition’s very first opening in Korea will provide an opportunity to communicate and share the brand’s vision of sustainability and innovation with our customers.”
The space itself is designed to represent elements of the Hyundai Motor’s electric vehicle lineup, with a parametric pixel motif seen throughout. Alongside the collection will be the Re: Style Archive Exhibition in collaboration with ambassador and model Lauren Wasser, who overcame physical limitations by walking New York Fashion Week as a double-leg amputee. Wasser will narrate her own story whilst representing the past three years of Re: Style and their archival collection under the theme of diversity and innovation, debuting the archive book and brand film as part of the body of work.
Creative wheels burning, HUNGER takes a look at Scott’s designs as fashion meets the innovative world of Hyundai car design…
