Shaped by Desire.
Global fashion weeks are a time of frenetic energy that resonates and pulses through a city’s creative community, offering both local talent and global visitors alike an opportunity to be inspired and mentally note their sartorial desires for the season to come. As Mercedes-Benz Fashion Week Australia 2017 readies to kick off in Sydney on May 14, the celebrated luxury automaker (who is celebrating more than twenty years as a major player in Australian fashion) is once again preparing to bring its brand of modern luxury to the runways, starting with a scene-stealing opening night Dion Lee show at the Sydney Opera House.
While the Mercedes-Benz Presents Dion Lee show is the perfect modern Australian way to open MBFWA (complete with effortlessly fresh undone waves by Redken master stylist Jon Pulitano), Mercedes-Benz is actually getting its creative claws sharpened before Lee’s resort 2017 collection debuts, with its latest campaign premiering a sophisticated spin that is decidedly sartorial in scope.
“I think the concept of the shoot really does capture this idea of modern luxury,” said Dion Lee at the Carriageworks-held set of Mercedes-Benz’s “Shaped by Desire” photo shoot, which featured model Montana Cox, who will be serving as a “friend of the brand” from a front row perch throughout fashion week. “I think there’s a sensuality that’s really reflected in the feel of the images.”
Lee, who typically shows his fluid brand of futuristic, softly sculptural creations during New York Fashion Week in September and February, created a selection of custom black and white gowns, especially for the Mercedes-Benz shoot.
Cox, who has walked the runway for Dion Lee in the past also weighed in on the modern luxe premise of the shoot, and the melding of Mercedes-Benz and Dion Lee as a major benchmark of youthful Australian engineering and design.
“Working with this team was super easy today,” she said from the set, which is the same Redfern location where the bulk of Mercedes-Benz Fashion Week Australia runway shows are held during the week. “Georges shoots such beautiful images and I think the concept was really cool. It was about wanting something and engaging something,” she continued. “It was a really cool day.”