CUPRA
Overview:
CUPRA, a Spanish automotive brand, partnered with responsible fashion design studio RÆBURN to celebrate the launch of its first fully electric vehicle, the CUPRA Born. This collaboration reflects both brands' commitment to sustainability, style, and performance by integrating innovative design with sustainable materials. The project involved creating a bespoke wrap for the CUPRA Born using RÆBURN's iconic parachute design and developing a unique fashion piece made from recycled materials, aligning with the sustainability ethos of both CUPRA and RÆBURN.
Approach:
The collaboration between CUPRA and RÆBURN was unveiled on November 22nd at Protein Studios in London, showcasing the fusion of automotive innovation with fashion-forward design. Creative Director of RÆBURN, Christopher Ræburn, worked closely with CUPRA to ensure that the wrap and fashion piece embodied the core values of both brands—sustainability, style, and performance.
The bespoke wrap for the CUPRA Born incorporates RÆBURN’s iconic parachute design, featuring bold geometric patterns in shades of orange and brown. The design emphasises the sporty lines of the all-electric vehicle while using a colour-blocked construction style with natural textures, reflecting the car's commitment to sustainability and performance.
Alongside the car wrap, RÆBURN created a sustainable two-piece womenswear fashion design using SEAQUAL® YARN—a material made from recycled marine litter from the Mediterranean. This fabric is also utilised in all CUPRA interiors, further enhancing the sustainable narrative of the collaboration. The fashion piece embodies RÆBURN’s RÆMADE ethos of reworking surplus fabrics and garments into innovative and functional creations.
Services:
Creative Design and Conceptualisation: RÆBURN developed a unique wrap for the CUPRA Born, incorporating its signature parachute style and sustainable materials to align with CUPRA's design philosophy.
Material Sourcing and Sustainability Integration: The project utilised SEAQUAL® YARN, a fabric made from recycled marine litter, as a core material for both the car's interior and the bespoke fashion piece. This aligns with CUPRA's commitment to sustainable materials in their vehicle interiors.
Event Management and Product Launch: The collaboration was launched at Protein Studios in London, where both the car wrap and the fashion piece were showcased to the public and media, enhancing brand visibility and reinforcing the partnership's sustainability message.
Public Relations and Marketing Strategy: The collaboration was promoted through strategic PR and marketing initiatives, including engaging with influential figures like Chris Ræburn and Jutta Kleinschmidt, enhancing the narrative of sustainability and electric mobility.
Conclusion:
The CUPRA x RÆBURN collaboration is a testament to the potential of integrating sustainable design principles in both the automotive and fashion industries. By leveraging RÆBURN’s expertise in responsible fashion and CUPRA's innovative approach to electric vehicles, the project succeeded in highlighting the importance of sustainability without compromising on style and performance. The bespoke car wrap and fashion piece not only symbolise the brands' shared values but also set a precedent for future collaborations that aim to push the boundaries of sustainable design. The partnership has amplified CUPRA's message of all-electric mobility being powerful, stylish, and sustainable.
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