Holden has plans to get trendy, as it announced it has partnered with Scott Schuman, founder of “The Sartorialist.” Schuman will undertake a fashion-photography project in Australia, inspired by Holden most recent model introductions: the Cascada, Insignia and Astra.
Schuman, who pioneered the fashion blog movement when starting the ‘The Sartorialist’ in 2005, will explore and photograph the unique Australian fashion sense and its influences, culminating in a private exhibition to celebrate Australian Street Style.
Speaking from Paris, Schuman said he was looking forward to working with Holden to explore what influences Australian street fashion.
“Fashion and cars are not dissimilar; what you wear and what you drive are all about how it makes you feel and what you are saying about yourself,” said Schuman.
“For me, Australian style is very ‘Paris on the Beach.’ Many Australians have European roots and you can see this coming through in quite a feminine sensibility – but with the bravery and freshness of the new world.”
Following his Aussie exploration in street style, Schuman’s work will be presented at Automata in Chippendale during a private exhibition.
Holden’s Director of Communications, Sean Poppitt, said the new Astra, Cascada and Insignia were the perfect cars to lead the collaboration with Schuman and were an exciting sign of things to come from Holden.
“Astra, Cascada and Insignia have all the hallmarks of style and quality that you would expect from a European car and serve as the inspiration for this unique project with Scott,” said Mr. Poppitt.
“As the Holden brand evolves and we continue to launch more and more new vehicles, you can expect to see us take on more unique and exciting projects such as this.”