Driven

Nick Knight, one of the 21st Century’s most influential and innovative fashion photographers, provides a spectacular example of Mercedes-Benz’s commitment to fashion in his presentation of the Mercedes-Benz SLS AMG campaign.

Left to his own devices, Knight was commissioned to present the new campaign for Mercedes-Benz collaborating with British fashion designer Gareth Pugh and German model Julia Stegner. Combining the worlds of fashion, photography, and design, the campaign represents the innovative vision of technology used for the new Mercedes-Benz SLS AMG.

Nick Knight chosen for his pioneering state of the art image creations worked together with Gareth Pugh, the forward-thinking futuristic designer celebrated throughout the fashion world to create a look in keeping with his motto, “Fashion as Performance”.

Driven by a passion for design, technology and new materials, these creative innovators with an instinct for style have developed an extensive creative dialogue to present the campaign. The end result is a spectacular aesthetic, with the images proposing a highly modern visual language at the outer limits of possibilities and ahead of its time. Head of Design, Gorden Wagener and his team have referenced the original Mercedes-Benz sports car models with a striking re-design. In doing so, they have reinterpreted the car as a design classic for the new decade.

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