Hyundai Motor Jadi Jenama Eco-Friendly Untuk Millennials Dengan Re:Style
Hyundai Motor berkolaborasi dengan jenama pakaian terkenal Cina ‘Reclothing Bank’ untuk mengitar semula tekstil automotif untuk digunakan dalam pakaian.
Re:Style diadakan pada Minggu Fesyen S / S 2020, berikutan acara Hyundai Motor yang diadakan pada bulan September semasa New York Fashion Week. Re: Style telah memperkukuhkan imej syarikat sebagai jenama gaya hidup utama untuk fesyen Cina, seperti yang dibuktikan dengan seratus peserta media fesyen elit dan gaya hidup di acara Beijing itu.
Pereka utama projek kolaborasi ini ialah Zhang Na, pengasas dan pereka jenama Reclothing Bank. Dia dikenali sebagai wira alam sekitar di China, pereka Cina pertama yang berkolaborasi dengan Starbucks, dan pereka Fesyen China Forbes Top 30 di China.
Sisa kerusi kereta kitar semula dicipta semula sebagai loket beg galas dan sebagai waistcoat yang boleh buka untuk menghasilkan rupa yang sporty dan ringkas.
Hyundai Motor turut memperkenalkan kenderaan mesra alam mereka: ENCINO EV (dikenali sebagai KONA EV di pasaran lain) semasa acara tersebut. Diilhamkan oleh Re: Style di Beijing, kain yang menyelubung kenderaan serta pakaian pakar produk dibuat dari bahan upcycled. Melalui ENCINO EV dan program Re:Style, Hyundai Motor berharap untuk menyemai bukti kelayakan mesra alamnya di China, salah satu pasaran kenderaan mesra alam terbesar di dunia.
November 7th, 2019 – Hyundai Motor Company partnered with Reclothing Bank for its successful Re:Style program at the Hyundai Motorstudio Beijing, in the 798 Art District.
Re:Style was held during the 2020 S/S Beijing Fashion Week, following Hyundai Motor’s event held in September during New York Fashion Week. Re:Style has cemented the company’s image as a leading lifestyle brand for the Chinese fashionistas, as evidenced by the hundred attendees of fashion elite and lifestyle media at the Beijing event.
The Re:Style in Beijing featured seven collaboration looks using recycled car seat waste from Hyundai Transys — an affiliate of Hyundai Motor Group, producing core auto parts which include transmissions, axels and seats — as design elements. The collaboration highlighted an environmentally sustainable way to highlight designers’ creativity in a fun and casual way.
The chief designer of the collaboration project was Zhang Na, the founder and the designer of the fashion brand Reclothing Bank. She has been known as a hero who protects the environment in China, The first Chinese designer collaborated with Starbucks, and Forbes China’s Top 30 fashion designers in China. With the designer speaking to the importance of environmental sustainability, Re:Style garnered great media attention.
“The vehicle is one of the most important factors in our lives nowadays, and the eco-friendly vehicle ushers in a new progress to help us protect the environment. In this perspective, the collection made of car seat waste materials from Hyundai Motor is another great way to emphasize sustainability,” said Zhang Na. “I am very glad to be part of the collaboration with one of the biggest automotive companies in the world. I am also surprised by the fact that Hyundai Motor tries its best to be sustainable with diverse activities. All of our purpose is to make less waste, recycle and restyle.”
Recycled car seat waste has been recreated as backpack pendants and as a detachable waistcoat to create a sporty yet simple look. Media who attended the event enjoyed the collection for its narration of an equally active and sustainable lifestyle in a playful way.
“The collaboration project using the car seat waste, Re:Style itself was a fresh idea,” said Alex Sun, CEO of Marie Clare China, who attended the Re:Style. “It was an interesting and meaningful event to show the real meaning of upcycling with fashion.”
In addition to upcycled clothing, Hyundai Motor caught Beijing millennials’ attention with the T-shirts made of recycled PET bottles, coat bag crafted from airbags, and other gifts made of upcycled materials.
“The Re:Style in Beijing accompanies the Hyundai Motor’s creative approach to reach sustainability by reducing its ecological footprint,” said Sungwon Jee, Head of Creative Works Group at Hyundai Motor Company. “Re:Style will continue not only as an annual event but also as a lifestyle marketing platform, conveying the Company’s leadership as an eco-friendly company.”
Hyundai Motor also revealed an eco-friendly vehicle: ENCINO EV (known as KONA EV in other markets) during the event. Inspired by Re:Style in Beijing, the sheet covering the vehicle as well as the outfits of the product specialists were made from upcycled materials. Through the ENCINO EV and the Re:Style program, Hyundai Motor hopes to cement its eco-friendly credentials in China, one of the biggest eco-friendly vehicle markets in the world.
Furthermore, Hyundai Motorstudio Beijing — an interactive repository showcasing Hyundai Motor’s latest vehicles, technologies and history — has been chosen as the venue for the event, as it houses a long list of eco-friendly features, including the Vivarium, a glass-covered botanical garden, and the Air Handling Unit, the largest air purification filter in Beijing, all of which exemplify the sustainability essence of the Re:Style program.