BMW x Felder Felder
We created the world’s first “carbon-fiber couture” by teaming BMW with with fashion design twins FelderFelder, and meanwhile hijacked a cultural movement (London Fashion Week) to drive interest in BMW’s electric i cars and deliver a sustainability message for the brand.
In a dramatic statement of how car companies might use their waste materials in the future, Iris partnered automotive giant BMW with eco fashion duo Felder Felder to make a ”couture” dress out of leftover car parts from the production of its electric supercar, the i8.
The German designers used the lightweight carbon fiber material used in the BMW i vehicles to create soft fur-like fabric, tassels and rigid skirt structures for their up-cycled catwalk collection in London Fashion Week September 2016.
The innovative centerpiece of the collection, the “Carbon Dress”, got the fashion industry talking, with coverage on Sky News, BBC, Stylist, Tatler, Telegraph and Huffington Post, putting a spotlight on the innovation and sustainability credentials of BMW.
- 100
- Articles of coverage in a broad spectrum of media titles, ranging from Huffington Post to Vouge
- 92%
- Coverage included both 'sustainability' and 'innovation' messaging
- 50%
- Of stories had BMW in headline - unprecedented brand prominence for a consumer story
- 50%
- Of UK women were reached 2.5 times
- 22%
- Activity led to 22% increase in enquiries as well as increased footfall to BMW's flagship Park Lane showroom
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BMW x Felder Felder
We created the world’s first “carbon-fiber couture” by teaming BMW with with fashion design twins FelderFelder.
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