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CASE STUDY < PREVIOUS  NEXT >

Lexus


DIRECTOR – Karl Rinsch and Anthony Leonardo III
AGENCY – M&C Saatchi
CLIENT – Lexus
STYLIST – Janai Anselmi


This ‘Lexus Brand Shift’ campaign consists of four spots, each featuring a different luxury Lexus model. Wardrobe had to reflect design elements of each model along with the emotional experience relating to each car.

 

The first of which being the IS. Wardrobe had to link in with the car’s exhilarating performance. The second, The RX model; wardrobe had to reflect the takumi (Japanese car craftsmen. The third, The CT, stands for imaginative technology. Clothing needed to reflect level of technology in the lexus CT model. Lastly the NX, Wardrobe had to illustrate brave design, which Lexus use to design their cars.

 

Janai sourced clothes from far and wide, commissioned couture pieces to be made by young edgy designers and hired pieces off the catwalk. Garments were chosen for their ability to reference the lexus design elements – hard edged, man made, metal detailing, graphic lines and shapes..

 
 

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