Mercedes Benz AMG x Virgil Abloh

Mercedes Benz AMG x Virgil Abloh

Lesego Komane


Venturing into the automobile industry is a smart move, now that Abloh's original following who grew up with Pyrex and Off-White are growing up. It’s not the car they want, but the idea of the car. It’s what Lamborghini smartly did with its partnership with Supreme, and Porsche with Aime Leon Dore. ⁠

The car itself was modeled on the idea of reduction; there isn't even a doorhandle, just a strap. No windows, just netting. No rear bench, and the buttons in the car have been minimized. It's almost an empty shell.⁠

Abloh is once again rethinking what drives desirability with his new collaboration with the German automotive giant.⁠
#TheNewLuxury, which was the title of Highsnobiety's second hardcover book, is the official hashtag Abloh and Mercedes-Benz Chief Creative Director Gorden Wagener created for "Project Geländewagen" — the original name of Mercedes’ best selling G-Class model.⁠