Get ready for the weirdest G-Wagen you've ever seen.
Mercedes-Benz is teasing us with a new art car in collaboration with outdoor fashion house Moncler, with the final product to be revealed during London Fashion Week on February 20, 2023. Mercedes promises a unique art piece created exclusively for the collaboration by Mercedes' head designer Gorden Wagener and will appear at 9PM London time at Moncler's "Art of Genius" live show. For those that can't make it, the show will be live-streamed on Moncler's website.
While the teaser images might be abstract and shrouded in darkness, no amount of chic bubbly cladding can detract from what is clearly the face of the Mercedes-Benz G-Class. Judging by the horizontal grille, this won't be the AMG variant, but its unique accouterments are bound to make it the wildest G-Class since Virgil Abloh turned the G-Class into a rally racer-inspired concept.
This is far from Mercedes' first brush with the fashion industry as the company has the Mercedes-Benz Fashion department, which was created in 1995 and regularly partners with the brand for fashion weeks and events worldwide. The brand also collaborated with Virgil Abloh on other occasions, too, resulting in a very unique Maybach model.
Moncler is an Italian fashion house specializing in outerwear, particularly for colder climates. The brand originated in the alpine town of Monestier-de-Clermont in France in 1952, making down jackets. However, it rose in recognition globally after Italian entrepreneur Remo Ruffini bought the company when it was nearing bankruptcy in 2003. He moved the company to Milan and elevated Moncler to a luxury brand. The brand's success reached a high in 2022 when it cleared $2 billion in revenue.
The pairing with Mercedes makes sense when you realize that Moncler is in a state of constant technological research and, well, rich, stylish people drive Mercedes vehicles.
However, whether rich folk would want their car to wear a matching puffer jacket is another story.
According to Mercedes, "The collaboration opens an imaginary universe that explores shared brand values: a strong passion for innovation, concise design language and a first-mover approach to cross-cultural co-creation. The partnership underlines Mercedes-Benz's strategy to explore new realms across fashion and culture with the goal to challenge expectations and interact with broader audiences beyond automotive. At the same time, it highlights Moncler's evolution beyond fashion and into new spheres of design."
The live show is designed to be an immersive experience with a host of collaborations besides Mercedes-Benz and will include, amongst others, Alicia Keys, Pharrell, and Roc Nation by Jay-Z.
The car that will be revealed will likely be a shock to the senses, but it may not be the craziest one-off creation to wear a Mercedes badge. That honor will likely be retained by the one-off WILL.I.AMG, which may go down in history as the ugliest Mercedes ever.
Join The Discussion