Rolls-Royce Wraith Inspired by Fashion. You may not expect to see Rolls-Royce and fashion in the same sentence. Rolls-Royce is a very traditional company that sticks to its roots and rarely deviates. However, world has changed! The automotive industry must engage with the contemporary world to avoid being isolated.
Rolls-Royce does this very well, from their social media marketing campaigns to their digital advertisements. And now they have created a Wraith inspired by high fashion. This is also Rolls-Royce’s way of respecting its roots in its first showroom in Conduit Street, in Mayfair, London.
This haute couture model is forging a new path for the automotive industry – away from the realm of boring! Yes, I said it – being boring. Unfortunately, the automotive industry is stuck in a loop of boredom. Certainly, there are new driving assistance systems, cars are more efficient, they are better built, and also faster. However, you expect these notions from a brand new car. Today, an iPhone has the computing power of a 1990s super computer! And also, based on the Kano model, we expect modernity in our cars!
Despite being technologically modern, cars are still not offered in a wide range of colours; grey, black, white! Have we really moved on from the Model T in this respect? Even the premium brands still offer the same colour scheme from the 1990s. Limited editions just offer extra options and that’s all. Merchandise can make things better but people won’t buy a handbag from a car company ahead of Chanel or Louis Vuitton.
However, the way Rolls-Royce has interpreted fashion trends and developed a product is a great case study. High fashion exudes throughout the campaign; from the press coverage via Twitter’s latest live broadcasting tool Periscope, to high-heeled models pulling the cars inside the factory editorial photos. Cars should engage with fashion to break the cycle of stubborn design!
Unfortunately, many people in the automotive industry would disagree with me and would tell me how wrong I am. They were telling me this for ages but guess who was right? Answer: just have a look at these photos!
And high-Heeled sandals from Gianmarco Lorenzi. How I can know it? That’s my secret!