Ua leading company in the world of motoring, committed to achieving carbon neutrality by 2045 not only with “clean” mobility: if today Hyundai already stands out with one of the widest green offers on the market, its commitment launched in 2019 with Re:Stylea platform launched by Hyundai in 2019 to explore the world of sustainable fashion and creative recycling. A project in which, with the support of famous international stylists, transforming waste materials linked to the production of the brand’s vehicles becomes a true fashion virtuosity: this is how sustainable clothes are born, demonstrating how much creativity there can be in upcycling. His latest protagonist? The famous designer Jeremy Scott.
The designer Jeremy Scott in an interview during the presentation of his collection.
An attention to ecology that the Korean brand, moreover, has been pursuing for years now with more than noble gestures, supporting innovative materials: from ECONYL mats to bio-paints, from ecologically treated leather to recycled PET yarns. The first step of this new way of seeing the most common means of transport, in 2019, saw the collection at the forefront signed by Maria Cornejo, an avant-garde figure of sustainable design who for Re:Style created clothing using fabrics from discarded car seats. Six designers collaborated on this project in 2020 in London’s Selfridges in London, while 2021 saw the famous store as protagonist with L’Eclaireur in Paris and Boontheshop in Seoul, reusing components from old cars, but also creating clothing through use of the same ecological materials present in the IONIQ range.
Dresses created by Maria Cornejo for Hyundai Re:Style.
For its fourth edition, the visionary genius of Jeremy Scott for a histrionic collection of ten haute couture dresses, created as true works of art using not fabrics… but colored cables, wheels, seat belts, headlights and windscreen wipers from Hyundai electric vehicles. A world of decidedly creative sustainability, as the effervescent designer and creative director of Moschino for 10 years, until last March, told us.
Some sketches of the ten sculpture-dresses designed by Jeremy Scott.
What fascinated you most about this world of new materials and sustainability?
It was exciting to work with previously unknown textures and materials that I never thought I could use and model… just like those of cars, creating 10 “car couture” items! Not only more mouldable parts such as internal fabrics and seat belts, but also interiors, tyres, mirrors. I harmonized what can really be recycled in a car with some of its parts. Like the colorful cables that I worked as threads. A fantastic world that is certainly already part of my style. I’ve always liked playing.
An upcycling dress, decorated with metallic logos and handles.
By collaborating with other brands, had you already learned a lot about this world?
The need to reduce waste and reuse is more fundamental today than ever. Even in my collection with Adidas, many materials and packaging are created from sustainable materials. Just like in the high fashion brands where I have worked: there are increasingly greener fabrics that are increasingly easier to access. This is the most important thing. At first it seemed almost magical to know that you could use fabrics derived from unimaginable materials! An explosion of interesting choices, but also of technologies that allow you to create and use them.
What was your creative process, using the different parts of the car?
I thought about it a lot, evaluating the most visible parts and the most hidden ones. The leather has become precious and elaborated with a matelassé workmanship, as if it were truly high fashion, while the silver Hyundai logos have become lively decorations… just like the handles, used as precious applications!
I always try to have fun with all my work, and this was easy too. I wanted to do something exciting, that brought a new vision, that stimulated people towards the world of upcycling and recycling. A challenging dress that I really love? Inspired by 1950s cocktail dresses with a velvet bustier line, instead of ostrich feathers at the edges… I put windshield wipers!
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