Cross-border co-branding is not a new thing in the fashion circle, and there are many classic cases of cross-border fashion in the automobile circle.
When it comes to the joint name of automobile and fashion, it is necessary to mention the classic cooperation between MINI and Paul Smith. In 1997, on the occasion of the 40th anniversary of the birth of the MINI brand, MINI invited three fashion masters to design three unique MINIs, of which the models designed by the British fashion master Paul Smith were the most gorgeous, directly making MINI a symbol and symbol of design culture and individualism.
When Maserati met Fendi, the Italian fashion brand gave Maserati more luxurious interior styles. The interior is powered by the Fendi Selleria premium leather Cuoio Romano, which will also feature a limited edition travel suit made of leather. On the dashboard there will be a wooden panel of Pergamena Fendi. At the same time, the doors and gear levers are decorated with classic Fendi yellow. The seats and 19-inch wheels have Fendi's classic double F logo on them.
As the fastest mass production car in history, the Bugatti Veyron has focused on Hermès at the beginning of the choice of fashion co-brand, and the status of the two in their respective fields has naturally brought more luxurious co-branded products - Bugatti Veyron Hermès Special. With Bugatti providing the technology, Hermès providing the interior and the design of the whole vehicle style. The two-tone body design is complemented by a special mid-mesh pattern, polished aluminium wheels, and the central butterfly wheel lock are branded with the letter "H". The ventilation hole design around the eight-post electroplated rim mimics Hermès' classic saddle stitching style. The interior of the carriage is handmade by Hermès technicians, and even the handles on the inner wall of the doors are made of the unique leather handles used in Hermès suitcases, and the sewing of the steering wheel leather alone takes a craftsman to spend more than ten hours.
In addition to making the cold "speed machine" more aesthetic and exquisite luxury, the joint name of the car and fashion has also brought more artistic design. But it is a pity that too many cross-border cooperation is only a gimmick of brand marketing, and the purpose of the joint name is mainly to use the popularity of both sides to drain the flow to enhance the brand heat, so the joint model models are generally limited models, or even not sold to the outside world at all. So, is there a joint model between the car and the fashion luxury brand that can really be bought by users? The answer is yes – Avita and Givenchy Creative Director Matthew M. Williams (MMW) created the Avita 011, a limited edition of 500 units worldwide.
Avita 011 is MMW's first automotive crossover design work. This pioneer in music, trend, design, photography and art, with "MMW" as the joint logo, has repeatedly cooperated with the hottest individuals and brands in the field of fashion to create many topical works, and is one of the leaders of the current street trend collision with high-luxury culture. Like the mass-produced Avita 11 series, the Avita 011 also follows a simple approach, with an all-black color scheme that makes the body more avant-garde. Black, representing mystery and confidence, is MMW's favorite color, the most representative color in MMW fashion works, and the only body color selected by Avita 011.
This touch of "light and shadow black", from the outside of the car to the inside of the car, presents different levels and textures of depth, extremely infectious, interpreting the supreme realm of MMW black. Outside, under the background of "light and shadow black", the disc-wing front face is full of sensibility, the suspended body is very futuristic, and the spaceship-style tail design is firm and powerful; inside, the high-gloss NAPPA leather with the low-key luxury NUPRIMA matte leather gloss shines, mixing and matching the contrasting sensory shock. The all-over black, coupled with the unique logo of the "AVATRMMW" co-branded limited edition on the components and functions such as seat headrests, brake calipers, welcome pedals and boot screens, all highlight the surprise of the joint cross-border.
At the same time, as a joint limited edition model of the Avita 11 series, the Avita 011 has the hard power of emotional intelligence. Thanks to CHN, a new generation of intelligent electric vehicle technology platform jointly created by changan automobile, Huawei and CATL era, Avita 011 has excellent intelligence and performance advantages from the beginning. Equipped with Huawei's new generation of dual motors, the maximum power is 425kW, and the front and rear counterweights are close to 50:50, which can achieve unique electric handling fun. At the same time, equipped with a new generation of CTP ternary lithium battery pack in the Ningde era, the longest battery life of Avita 011 is more than 700km, which completely solves the mileage anxiety for users. The first application of 750V high-voltage charging system, the maximum charging power up to 240kW of super fast charging, can further achieve efficient energy replenishment. Avita 011 is also equipped with Huawei's HI (Huawei Inside) full-stack intelligent car solution, equipped with a supersensitive system and a supercomputing platform, including 3 lidar, 6 millimeter wave radar, 12 ultrasonic radar, 13 cameras, with 400TOPS computing power, which can easily realize high-end intelligent driving under complex urban road conditions, and bring users a very "smart" driving experience covering the whole scene of high-speed road sections, urban road sections and parking links.
As early as last November, Avita Technology officially announced that Chief Design Officer Nader Faghihzadeh would work with Givenchy Creative Director MMW to create the brand's first fashion cross-border model. As a high-end lifestyle brand driven by technology, Avita Technology is committed to exploring future-oriented humanized travel technology and becoming the "embodiment of wisdom that understands you". To this end, the Avita brand for the first time proposed the "E.I. User Demand Theory System", creating a full-scene interconnected smart life through forward-looking aesthetics and warm technology, and promoting the acceleration of the "era of emotional intelligent electric vehicles". Obviously, it is not difficult to see from the design of Avita 011 that the new elements have completely broken through the inherent ideas.
Cross-border, cross-era and diversification are the mainstream trends today. As an international Chinese brand, Avita is in line with world-class design to create a global limited edition, and Avita 011 is a timely time. Compared with the models of the same industry, ta has an eclectic rebellious spirit. As the saying goes: not broken, not standing, this is the innate quality of Avita 011. It is reported that this summer, Avita 011 and the mass production model Avita 11 will be listed in the most stunning form, showing the most fashionable side of future travel.