Mercedes-Benz have teamed up with photographer Jeff Bark for its latest fashion campaign: a seductive, futuristic film that billboards the iconic motor car maker’s love of fashion.
With the three pointed star a symbol of automotive luxury, vision and style, Mercedes-Benz’ alignment with the fashion world has something of a celestial feel. Supporting innovators and creators, their Mercedes-Benz fashion week roster and championing of multiple other fashion events is evolving this year with partnerships with the increasingly prestigious London Collections: Men kicking off their fashion schedule this week.
Mercedes-Benz have previously collaborated with Nick Knight, Mario Testino, Ryan McGinley, Tilda Swinton and Lara Stone in their fashion campaigns. This year following on from last year’s formula 1 inspired campaign that featured Lewis Hamilton and Nico Rosberg, Russian supermodel Natasha Poly stars alongside the distinctive Mercedes-Benz SL.
In the video, Natasha Poly sets the scene with stunning, body-hugging latex by designer Atsuko Kudo, whilst photographer Jeff Bark highlights the mythical Mercedes-Benz SL’s lines and curves by also wrapping it in latex. It’s a timeless classic that from the legendary 300 SL and Pagoda right down to the model’s latest incarnation, effortlessly fills the role of a modern icon.
Photographer Jeff Bark’s artistic vision made him the perfect choice for the campaign. Around the world, the American photographer is renowned for his precise, pop-edged, hyper-realistic technique. It gives his photography an amazing painted aesthetic. And for this campaign, to present the Mercedes-Benz SL unique form, he opted for a surprising approach.
“For me, my photography is only about light and colour. In this case I wanted to light the car to emphasize its form and three-dimensional qualities, but having the latex as a second skin so you could see the lines of the car in a new way.”