Nick Knight's and Gareth Pugh's Merc SLS AMG

AMG and Mercedes, Fashion and Function

Cars Culture

Nick Knight's and Gareth Pugh's Merc SLS AMG

There’s nothing new in the fashion world working closely with car manufacturers. From the earliest days of the twentieth century the transient aesthetic of beauty has been used to sell cars, and cars have continually been used to sell clothes too.

The release of the new Gul Wing AMG Benz recently hooked up two classic ways of seeing the world.

Renowned photographic artist Nick Knight, who has been responsible for some of the most high profile campaigns of the last couple of decades, was commissioned by Mercedes to evoke the forward-thinking (though somehow slightly retro) look and feel of their new object of desire.

Is it us, or are both the AMG gullwing and the outfit rocked by the model somehow out of place and out of time? Both seem evocative of an idea of the future that seems completely outmoded by the unfashionable truths of economy and environment.

Stay tuned for March’s feature thread on how Fashion and motors have intertwined.


One Response to “AMG and Mercedes, Fashion and Function”

  1. louisvarney

    All that needs to be said is whoever designed that car, those doors, the sleek looks; was bloody good at his job. Now whoever had the idea to keep all of these ideas and put them onto the car, now they are worth every penny. So is the car! Looks matter, and those letters make the look complete. All you ever need to see on a mercedes is those letters.