Creating Carbon-Fibre Couture With Felder Felder

BMW asked iris to help build on its lifestyle credentials and appeal more to women.

By capitalising on current cultural trends and creating intriguing lifestyle content, we've warmed up the brand and made it more approachable and desirable to both media and consumers.

Whether it is the glamorous BMW 2 Series Convertible, the luxury new BMW 7 Series or the sustainable supercar, BMW i8, there is a car on the BMW fleet to suit everyone.

In a dramatic statement of how car companies might use their waste materials in the future, we partnered BMW with eco fashion duo Felder Felder to make a Couture dress - out of leftover car parts.

The German twins used the lightweight carbon fibre material used in BMW i vehicles to create soft fur-like fabric, tassels and rigid skirt structures for their up-cycled catwalk collection in London Fashion Week September 2016.

The innovative centerpiece of the collection, the “Carbon Dress”, had everyone who is everyone in fashion talking, with coverage on Sky News, BBC, Stylist, Tatler, Telegraph and Huffington Post putting a spotlight on the innovation credentials of BMW.

Client

Specialisms involved

BMW asked iris to help build on its lifestyle credentials and appeal more to women.

By capitalising on current cultural trends and creating intriguing lifestyle content, we've warmed up the brand and made it more approachable and desirable to both media and consumers.

Whether it is the glamorous BMW 2 Series Convertible, the luxury new BMW 7 Series or the sustainable supercar, BMW i8, there is a car on the BMW fleet to suit everyone.

In a dramatic statement of how car companies might use their waste materials in the future, we partnered BMW with eco fashion duo Felder Felder to make a Couture dress - out of leftover car parts.

The German twins used the lightweight carbon fibre material used in BMW i vehicles to create soft fur-like fabric, tassels and rigid skirt structures for their up-cycled catwalk collection in London Fashion Week September 2016.

The innovative centerpiece of the collection, the “Carbon Dress”, had everyone who is everyone in fashion talking, with coverage on Sky News, BBC, Stylist, Tatler, Telegraph and Huffington Post putting a spotlight on the innovation credentials of BMW.

35

35

Pieces of coverage in top tier fashion and lifestyle publications

54%

54%

More than half of the coverage had BMW in the headline

104M

104M

Homes reached across the world with a lead fashion story on Sky International

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