International Mercedes-Benz fashion campaign – spring/summer 2015: Tilda Swinton, Roe Ethridge and Haider Ackermann for the new luxury class coupé
International style icon and artist Tilda Swinton, and the new S-Class Coupé are the focus of the international Mercedes-Benz fashion campaign spring/summer 2015. The campaign was realized by US artist photographer and director Roe Ethridge, whose work has already been on exhibit at the Museum of Modern Art (MoMa). In addition to Ethridge, Swinton recruited her long-time companion, collaborator and designer Haider Ackermann for the Styling Direction of this campaign. Cameraman Andre Chemetoff directed the video shoot in Scotland with the creative team. Together they created a gripping campaign with a fast-paced film reminiscent of a classic John Buchan movie. The surreal story stirs the imagination of the viewer in a subtle way.
The mystery is as seductively enveloping as her Haider Ackermann look. We see Tilda Swinton driving on a foggy, winding road in the S-Class Coupé. The scene then cuts to show her in a gloomy coniferous forest, a short while later in a sandy moor. En route, there are missions to fulfil – surreptitiously, urgently, and with only the nerve-jangling emptiness of the forest to bear witness – before she can hope to reach her all-precious objective. Where is she speeding to? What are these secret tasks, and why are they so vital? Is she pursued, or is she the pursuer?
The plot plays with such concepts as fascination and sensuality, mysticism and desire in an enigmatic way. “Scotland is a timeless and a mysterious place. It represents my origin and was the perfect setting for the subtly intertwined story we are telling in this film. Working with Roe, with my old friend Haider and with Andre with his unerring eye was incredibly harmonious and inspiring. And driving through the wilderness in this fascinating coupé was a dreamy experience,” Tilda Swinton says.
The film and the fashion campaign were produced as part of the international fashion involvement of Mercedes-Benz for the spring/summer 2015 season, whose theme is “special sets the standard.” “This maxim also describes our own standards. We always want to create something extraordinary. That is the challenge we rise to every day. For the latest campaign we succeeded in capturing the extraordinary nature of two major stars in a masterful way. Tilda Swinton and the S-Class Coupé both embody individual character, personal style and unmistakable design. And both set standards in their field,” said Dr. Jens Thiemer, Head of Marketing Communications Mercedes-Benz Cars. With the latest campaign Mercedes-Benz continues its international fashion involvement. The brand bearing the three-pointed star is currently active on 47 platforms in 26 countries. With its presence at the most important international fashion events Mercedes-Benz sends a clearly visible signal that unique style and visionary design are essential components of the brand philosophy.
The protagonists
Mercedes-Benz S-Class Coupé
The new S-Class Coupé is the pinnacle of the Mercedes-Benz model range. A stylistically self-assured presence, exclusive appointments and refined sportiness – the new luxury coupé from Mercedes-Benz combines the classic proportions of a large, sporty coupé with modern luxury and state-of-the art technology. The S-Class Coupé impresses with a breathtaking design characterized by sensual clarity and sporty-classic proportions.
Tilda Swinton
The fascinating presence of Tilda Swinton has thrilled audiences since her first big-screen cinematic appearance in Derek Jarman’s “Caravaggio” (1985) and since then many unforgettable performances, including ‘”Orlando”, “I Am Love,” “We Need To Talk About Kevin”and “Only Lovers Left Alive” Michael Clayton,” (for which she won an Oscar), the “Chronicles of Narnia” series and – most recently – “Snowpiercer” and “Grand Budapest Hotel” have confirmed Tilda Swinton’s position as one of the most versatile and compelling luminaries in modern cinema.
Roe Ethridge, director and photographer
Roe Ethridge is a photographer and filmmaker, whose work has already graced the walls of the MoMA and the Whitney as well as the pages of VOGUE, The New Yorker, W Magazine and Art Forum. His sustained interest in working in the field of fashion has led to collaborations with such partners as CHANEL, Proenza Schouler, Comme des Garçons and Kenzo.
Haider Ackermann, designer and stylist
Since launching his eponymous collection in Paris for Autumn/Winter 2003, Haider Ackermann has experienced a meteoric rise to become one of the most acclaimed designers within the fashion industry. Ackermann’s signature draped forms and intricate design aesthetic has won dedicated followers from influential industry insiders to the leading retailers worldwide. The Colombian-born French designer’s collections are constantly at the borders of different cultures, developing a sophisticated and uncluttered femininity that made Haider Ackermann one of the most coveted lineups of Paris Fashion Week.
Andre Chemetoff, cameraman
Andre Chemetoff is known for his collaboration in music video projects such as, e.g.”Born to Die” by Lana Del Rey and M.I.A.’s “Bad Girls.” He has produced famous advertising spots for such customers as Dior Homme and Yves Saint Laurent, and has worked as a cameraman on the feature films “Notre jour viendra” and “Dog Pound.”
