LIFE BY LEXUS 26
W
hy a fashion-focused reality show, you may ask? Well, over the years, Lexus has undoubtedly garnered recognition for pushing the boundaries of style. With craftsmanship, innovation and a sharp
eye for detail being key areas associated with Lexus, the opportunity to collaborate on creating amazing fashion experiences, while delivering on the brand’s lifestyle direction, makes perfect sense.
The Lexus pay-off line is “Experience Amazing”.
“Experience” relates to the design and engineering ingenuity of Lexus vehicles, and “amazing” relates to how we’d like our customers to feel behind the wheel. There’s a definite synergy between a designer’s primary objective when creating a garment and a Lexus vehicle: to create an amazing experience for the customer. “Being part of a life-changing project that makes fashion designers’ dreams come true is very exciting for us,” says Tasneem Lorgat, Senior Manager: Advertising & Digital Marketing for Lexus and Toyota SA. “The partnership between Lexus and Project Runway SA is a perfect match. Lexus wants to engage the fashion community and underscore its support of the industry.” The Project Runway SA season coincides with the
introduction of two Lexus models: the brand-new and exquisitely crafted Lexus LS, and the limited- edition structural blue version of the LC500. The Lexus partnership ensures that the designers, mentor, host and judges arrive in style at every episode and event, and the vehicles also play a key role in the design inspiration. In Episode 7, the Lexus LC500 is the inspiration behind the contestants’ challenge. It’s prominently displayed in the heart of Johannesburg, while the host explains how a master craftsman works tirelessly to perfect every minor detail on the vehicle to deliver uncompromised luxury. Designers are encouraged to examine the design elements, textures and features of the LC500 to inspire them to create a red-carpet garment. Catch this episode on Tuesday, 21 August at 9.30pm on Mzansi Magic (DStv channel 161).
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