[March 22 2017]
Purple presents the exclusive photos from the new Mercedes-Benz “Chapter One: M.I.A x Tommy Genesis” Fashion Story as part of the latest #mbcollective “Generation Now, Generation Next” project. Divided into three chapters, the project features international representatives of the contemporary generation of creatives and their accompanying protégés, the next generation of talent, shot by photographer, writer and filmmaker Luke Gilford in fashion stories to be released globally throughout the year.
“Like the automotive sector, the fashion industry is currently facing major changes characterized by increasing digitalizations of media in a fast-paced world. With our new fashion story #mbcollective we strengthen and prolong the engagement with our target group by releasing three campaign chapters throughout the year”, says Dr. Jens Thiemer Vice President Marketing Mercedes-Benz Cars.
Chapter One features the British musician and artist M.I.A. and her protégé, the emerging Canadian rapper Tommy Genesis. Photographed in Malibu, the story was shot on the Wright Ranch property, a 24-acre compound in the mountains, which comprises of the work and living spaces of 87-year-old Eric Lloyd Wright, grandson of the iconic American architect Frank Lloyd Wright. The property demonstrates the family’s allegiance to organic architecture, with buildings constructed to harmonize with the natural landscape, and recycled building materials incorporated where possible, encapsulating the emphasis Mercedes-Benz places on sustainability.
Photo courtesy Mercedes-Benz