2 hours ago | By Allyson Rees
Experience Lifestyle & Interiors on WGSN.
To celebrate its 100th anniversary, British car manufacturer, Vauxhall has enlisted super-stylist Katy England to create a short film exploring the influence of British youth culture and style on the automotive industry.
Entitled Made in England, the film “celebrates British heritage”, and tells the dream-like story of a driver as he meanders through the countryside and city, meeting various groups of teenagers and kids en route that personify the various youth, style tribes that England has become famed for.
“Made in England was commissioned to delve into British youth culture allowing us to really engage with and understand British fashion and culture tribes. Our vehicle designs are a product of research and development, so it is key for us to understand the people who are driving Vauxhall cars now and into the future,” explains Mark Adams, Vice President of Design at Vauxhall.
The six-minute short is the stylist’s first foray into film. Speaking about the project to press, England explained that her inspiration came from the feelings she experienced while driving…
“It can be such a liberating feeling, listening to your own music, playing it as loud as you want, time away from the rest of the world where nobody can reach you. It’s an empowering feeling. The film is a celebration of youth and the Vauxhall Ampera is a catalyst to see this beautiful ideal. ”
In addition to the film’s release, England was invited to join a respected panel of youth experts to discuss “the issues teenagers are faced with and how it reflects on everything they do, including their style,” according to Dazed Digital. The panel discussion, hosted by SHOWstudio, was broadcast yesterday and can be streamed in full via the SHOWstudio website.
Vauxhall is renowned for championing British, creative talent, and this film is the first in the series of a new initiative, called Vauxhall Presents, that will see the car brand working alongside key figures from the art, fashion and design industries.
Read our recent post on the Thom Browne for Infiniti collaboration, which saw the American fashion designer custom design a Q50 model for the Japanese car brand. For more automotive trends, keep watching the site for our forthcoming coverage of Tokyo Motor Show 2013. – Samantha Fox
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