It's taken German carmaker Mercedes-Benz a long time to shake off its old-timer image. The brand has succeeded not only through its performance subsidiary AMG but by offering younger buyers youthful alternatives such as the CLA four-door coupe and GLA SUV.
Its latest collaboration with eyewear manufacturer ic! berlin certainly isn't the most youthful product the brand has worked on but aims to lend the elegance associated with their cars to eyeglasses.
The range is inspired by the 'flowing aesthetics' of Mercedes-Benz cars and draws on color combinations associated with the brand's range of electric EQ vehicles. The German carmaker describes the range as 'emphatically elegant' with an emphasis on wearer comfort being important.
A number of styles will be made available. MB 07 is characterized by its round and sporty look, while MB 08 caters to those who want to cut a stylish figure. The rectangular lens and emphasized bridge work together to create a "design statement for everyday life."
MB09 is the sensible choice of the bunch. Temple ends made of thermoplastic elastomers allow for adjustment, creating a comfortable frame that sits on the face securely. Last up is MB10. A Mercedes-Benz star pattern takes pride of place on the temple, the matte black frame further accentuated by a gold hinge clip.
Mercedes' Head of Creation Corporate Design, Martin Bremer, described the new range as a synthesis of materiality and functionality. "The focus was on reduction as an expression of a new sense of luxury." The glasses will be offered in combinations of black, pearl, gunmetal, and Electric Powder blue, inspired by EQ design elements.
Carmakers teaming up with fashion brands is nothing new. Volvo collaborated with shoemaker Casca to create an eco-friendly sneaker inspired by the brand's XC40 Recharge. Car-themed watches are also popular - Bentley has a long-standing partnership with Breitling, makers of exquisite luxury timepieces. Mercedes-Benz is no stranger to these alliances, teaming up with IWC to create a line of AMG-inspired watches.