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Fashion forms key focus in new film shorts from auto industry

Both Fiat and Citroen turned to the fashion industry for inspiration with new video campaigns this week.


A celebration of the ongoing collaboration between Italian brands Fiat and Gucci, the first is a short directed by Chris Sweeney that appeared on Based on the idea of plastic model kit cars, it features shoes, bags and perfume bottles being transformed into auto parts including a steering wheel and car exhaust.

“It’s an extreme, austere fashion version of Charlie and the Chocolate Factory or Wallace and Gromit, which are very playful, silly, colorful and magic,” explained Sweeney of the film, which he created with Italian Vogue’s Franco Sozzani and Purple magazine’s Olivier Zahm.

The Fiat 500 by Gucci car itself was customised by the fashion house’s creative director Frida Giannini, with a signature red-green stripe down its side and the “Guccissima” leather print on the seats.


Meanwhile, Citroën has released a series of images and a film in the build-up to its formal unveiling of its Numéro 9 concept car at the Beijing Auto Show next week.

Shot by Laurent Nivalle in Paris, they take their inspiration from the fashion industry, reports PSFK, with the stills in line with magazine editorial, and the film on par with a lifestyle piece that places the car more as a background element.

The Numéro 9, while just a show car, is said to underline Citroën’s focus on styling with the forthcoming launch of its upmarket ‘fashion cars’ – the DS3, DS4 and DS5 – in Beijing.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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