What happens when you unite the themes of technology, innovation, sustainability, and style? Hyundai’s Re:Style project is born. In the brand’s yearly upcycling series, which has been inviting guest designers to produce environmentally friendly apparel collections since 2019, Hyundai is gearing up for another instalment, this time in collaboration with none other than Jeremy Scott.
Launched back in 2019, Re:Style is a sustainable clothing solution from the Hyundai Motor Company (HMC), collaborating annually with internationally acclaimed designers for its past three instalments. From working with Maria Cornejo on a collection made entirely from waste car seat fabric in 2019 to enlisting Seoul-based designer, Leclaireur, of Boontheshop in 2021, the Re:Style project has handed the wheel to a diverse array of designers since its conception. This year Hyundai is welcoming Jeremy Scott, of Moschino fame, to have his turn in the driver’s seat.
Working as creative Director at Moschino up until very recently, Jeremy Scott is revered for his playful take on fashion, a designer unafraid of challenging the status quo and recognised for his exciting, innovative, and irreverent takes on fashion. For this year’s Re:Style project, Scott has been challenged to utilise the unconventional materials which are leftover and recycled from Hyundai’s manufacturing of Electrify vehicles, such as their IONIQ 6, for his 10 look collection.
Using everything from hubcaps and keys to Hyundais’s specialised fabrics, like Bio TPO Skin, Jeremy Scott has curated an elegant couture collection in his signature style, made entirely from upcycled and recycled car materials. Featuring floor-length gowns decorated with buckle-style details which are actually made out of Hyundai’s logo emblems, a moto-inspired cape-style dress in sleek black with electric red detailing, and a reflective silver dress in broken pieces of metal, the collection is a culmination of Jeremy Scott’s expert upcycling and iconic aesthetic.
Re:Style is a project which Hyundai continues to value and prioritise even in its fourth instalment not only due to the exciting innovations it challenges designers to create, but also because of its place in the brand’s ever-growing commitment to eco-friendly manufacturing. The project is not only designed to inspire and engage with environmentally conscious consumers, but also sets out to play a part in Hyundai’s own vision for the “progress of humanity”.
The Re:Style project’s first offline Archive Exhibition is taking place during Seoul Fashion Week, hosted in Seongsu-dong, as a celebration of the brand’s dedication to sustainability and innovation, and will exhibit the Re:Style 2023 – Hyundai x Jeremy Scott collection, opening Wednesday 22nd March. Kicking off with a VIP party, the collaboration will then be open in Seoul to be viewed by attendees of the Archive Exhibition. It’s not often we get to see a world-renowned designer create a couture collection out of car parts, but the Hyundai X Jeremy Scott collaboration has to be one of the best.
More on CULTED