The House of Rolls-Royce has announced its Spring/Summer 2017 Couture collection. It’s not a sentence that you’re likely to have read before, but it tells large about the iconic motoring brand’s ambition to expand into the realm of a ‘lifestyle brand’.
As far as a brand identity goes, everything about Rolls-Royce denotes luxury. The name; the quality of its cars; the design; the Spirit of Ecstasy emblem on the front. It a world where companies constantly trying to reposition themselves as lifestyle brands to broadening their appeal, it makes sense that Rolls-Royce has its sight on the Haute Couture segment.
The new “Couture collection” claims to be “inspired by fashion”. What that essentially means is that under the stewardship of Design Director Giles Taylor, a team of talented designers were hand-picked from the worlds of fashion, fine textiles and luxury accessories, and transfer thier skills into a collection of Bespoke commissions for the Rolls-Royce Dawn.
The designers selected the neutral canvas of white upon which to base three vibrant colours: Mugello Red, Cobalto Blue or Mandarin. Subtle accents of these colours are weaved into the car’s interior.
As standard with a brand like Roll-Royce, craftsmanship and attention-to-detail employed is at an impeccable level, as evident in the exquisite application of wood to the dashboard, with the lacquering process for Dawn Inspired by Fashion alone taking nine days of painstaking work.
This is completed elegantly with the integration of a Bespoke Clock, set as a piece of jewellery, styled exclusively to emit a silver on silver effect, evoking the metallic fabrics seen on this year’s catwalks in preparation for next year’s season.
Potential buyers are invited to commission their personal style statement from November 2016 to ensure they appear wrapped in the latest couture offering from the world’s leading luxury goods house for the new season next year.
