Hyundai has partnered with Builders Club to launch the fourth edition of Re:Style, a sustainability-focused initiative in collaboration with fashion designer Jeremy Scott.
This year’s campaign video features Scott, who has collaborated with Hyundai on this evolving platform that showcases new and innovative ideas from design-led partners every year. The campaign is designed to highlight Hyundai’s commitment to sustainability through the recycling and repurposing of car materials for fashion, with a fresh perspective brought to each collaboration.
Hyundai’s creative agency, Innocean, brought Builders Club on board for Re:Style 2023 with the aim to expand its audience reach through innovative design. Scott, who is known as ‘fashion’s last rebel’ was the perfect collaborator to emphasize this goal, according to the brand.
Scott creates avant-garde looks by using discarded car materials, from tires and seat belts to side mirrors and handles. These materials either came from eco-friendly Hyundai cars like the IONIQ 6 or were recycled materials from scrap cars.
“The goal behind Re:Style is to emphasize that there are no limits to sustainability or innovation and that with these unique brand collaborations fashion is stepping forward,” it said.
The narrative revolves around deconstruction and reconstruction. As you travel from twilight to daybreak, you see both mechanical and organic objects breaking down – organic elements such as rapeseed flower and sugarcane are the raw materials for some of Hyundai’s new sustainable fabrics.
The mechanical elements show the palette from which Jeremy has been creating his garments. This galaxy of potential then begins to interact, dancing around our protagonist and fusing in unexpected ways to dress her in one of Jeremy’s designs.
“Hyundai gave us the freedom to interpret the themes of sustainability and innovation in abstract and artful ways,” said Rory Cahill, Creative Director at Builders Club.
“It was invigorating to be trusted with a project where the sole purpose is the exploration of these two themes and a demonstration of creativity rather than a push to sell a particular product, and in turn we wanted to respond in a way that was both intriguing and uplifting.
Builders Club: Production Company, Direction, Design, Animation
Yoo Jin Jang: Marketing Manager
Jenny Byun: Agency Producer
Ruckus: 3D Scanning Company
Ruckus Producer: Sabrina Mossberg
Electric Theatre Collective: Grade Colourist – Connor Coolbear
We Are Father: Music & Sound Design
Joe Farley, Freddie Webb, Fred Meyers: Composer/Sound
Nicole Tiedmann: Model/Talent