The limited-edition ‘forjeremy’ is the result of a new approach to auto and fashion industry collaborations.
We’ve seen some car companies work with fashion brands in the past on special edition models. Remember the Eddie Bauer Ford Explorer or the more recent Gucci Fiat 500? These types of collaborations have limited the role of fashion designers to picking interior fabrics and paint schemes for the exterior.
Smart has been under pressure lately to boost sales and they have turned to fashion designer Jeremy Scott to help them, soar. Ok, no more of that. Smart offered Scott the opportunity to change the exterior shape of their electric fortwo model, a rare occurrence for an industry that devotes so much money, effort and secrecy to styling.
Debuting at the 2012 LA Auto Show is the Smart forjeremy, a limited-edition version of the electric drive fortwo. The signature element on the updated exterior are the pair of large taillight wings. A reoccurring motif in Scott’s apparel and accessory designs, he explains their relevance to this project:
For me, wings mean freedom, a sense of weightlessness. Because of this, I definitely wanted to have them for the smart electric drive in order to convey the way it frees the environment of noxious emissions and symbolises the new lightness of mobility.
Other touches on the exterior reference flight. The wheels are shaped like aeroplane propellers. The white and chrome color combination has the feel found in vintage passenger jet airliners.
The interior gets the same white and chrome color treatment. The diamond stitching pattern on the seat inserts and door panels really the only example of fashion finesse. Not that the fortwo has a broad expanse of interior area to start with.
The Smart forjeremy will go on sale in 2013, wings and all. Smart hasn’t said how much it will cost or just how many of the limited-edition there will be. Love it or hate it, the forjeremy is memorable and shows the brand isn’t afraid to take some risks.