In cooperation with Chevrolet, fashion designer Isaac Mizrahi debuted a six-piece clothing and apparel collection back in October. Inspired by the all-new 2013 Chevy Malibu, the appropriately-named Malibu Collection consists of six pieces that are currently being sold (in limited quantities) on LivingSocial. The intent of the collection is to emphasize the Malibu’s most striking features and colors, such as the midsize sedan’s clean lines, crisp shapes, and soft-touch materials and textures.
Specifically, the ice-blue ambient lighting that sheds light on the cabin’s interior inspired the collection, as did individual “muses” — women across the country “that embody the persona of the new car.”
The specific items that are part of the collection include:
- Malibu Driving Moccasin ($110): Made in Napa leather, with a quilted, cushioned insole. The color was inspired by the Malibu’s Crystal Red Tintcoat color.
- Malibu Blouse ($140): Blouse with robin’s egg blue silk crepe. Hidden buttons and pocket complete this piece.
- Malibu Leather Jacket ($298): Buttery-soft black leather jacket with quilted detailing, interior blue contrast piping and a slightly fitted structure that resembles the contrast stitching on the seats.
- Malibu Double-Handle Tote Bag ($260): Rich saturated cobalt blue bag in pebble leather with black interior and blue piping along the zipper.
- Malibu Colored Skinny Jean ($73): Coated, poppy red color with a touch of stretch to conform to any body type.
- Malibu Oversized Boyfriend Watch ($110): The watch’s blue face is inspired by the Malibu’s interior light, and it’s complemented by silvertone detailing.
“The collection captures the personality of the new Malibu owner: that smart, stylish woman who likes nice things, but is savvy about her purchases,” said Mizrahi. “Each piece is its own little reward for a woman that lives a smart and stylish life; together, as a collection, they make one great look.”
The GM Authority Take
This is Chevy’s first venture into physical products featuring themed collections of unique, curated merchandise, so we can see how a fashion collection tailored to the Malibu can raise the image and public perception of the midsize sedan — say what you will about its competitiveness, or lack thereof. But maybe the promo would have worked better with a Malibu Coupe… also, we’d like to see a similar collection for men, who happen to also like fashion.
That said, maybe such an undertaking would have been as or even more useful for some of GM’s luxury brands, including Buick and Cadillac. Just imagine: Buick/Cadillac luxury collection, featuring clothing and travel getup — themed after each brand (which doesn’t mean just placing the logo on a [insert a brand name here] T-shirt). Now that would be cool. But we appreciate Mizrahi/Chevy looking out for Chevy-drivin’ fashion-aware girls.
Comments
This sort of thing brings only one thought to mind … GM must have too many people in Marketing, which means for the same money, they could have had more engineers.
Then again, maybe the engineers just are not available. Who would want to be an engineer or scientist when one can make a really good living doing things like designing women’s clothing for a car company? Never mind the power train. Let’s get pumped on tight jeans and a low cut blouse.
Very little GM marketing would have been done on this. Most likely a Malibu was supplied to Isaac. Also an interior person would have worked with him to show what Malibu uses and why. And this would have been good for the GM designer because they get to see intimately what the clothing styling industry is doing.
Not sure if this really fits Chevrolets market though. I am not familiar with his lines.
Don’t care really
we are running out of stories guys, nice looking girls though, i like the tall one in the malibu dress.
If this campaign bears any fruit, I’ll be incredibly surprised.
Interesting article about branding cars/fashion…not my deal especially but it is clever and probably can bring in a lot of cash for designers…Cartier did something for Linclin once?
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