Stuttgart/Sydney, 19-May-2016 — /EuropaWire/ — In support of its commitment to the Global Fashion Engagement and emerging talent worldwide, Mercedes-Benz exclusively launched the new episode of Fashion Creatives starring the newly appointed creative director of Brioni, Justin O’Shea and L.A. based influencer, fashion consultant and stylist, Jayne Min. The film was screened during Mercedes-Benz Fashion Week Australia – the first ever fashion platform the automotive brand supported. This year Mercedes-Benz celebrates 21 years of dedication to fashion.
In the new episode of Mercedes-Benz Fashion Creatives, Australian-born, Justin O’Shea joins L.A. based, Jayne Min in a scripted short film that acts as a spoof on the ‘selfie culture’ we currently live in.
Justin O’Shea made a surprise appearance last night at the Mercedes-Benz presents show, where he drove into the presentation hangar in his solar beam yellow Mercedes AMG G 63, which also appears in the film. Last night he played host to the Mercedes-Benz presents show which this season, showcased the work of designer, Toni Maticevski who presented his Resort 2017 collection which included a dress inspired by the Mercedes AMG C 63 S Coupé Edition 1.
Since launching his label ‘Maticevski’ in 1999, Toni Maticevski has retained a strong hands-on approach to his work. Known for his manipulation of traditional fashion silhouettes, his exquisitely designed and crafted garments in beautiful feminine shapes showcase his attention to detail and skill in dressing the female form.
Following the Mercedes-Benz presents show Toni commented: “When I was invited to design a piece inspired by the Mercedes-AMG C 63 S Coupe Edition 1, there were many elements which I considered, I didn’t want to design a dress which was just transformed from a car, for me it was more about the celebration of Mercedes-Benz and their integrity in luxury and design. It’s about Fluid lines, elongated drape, and a mono tone of fabric which moulded and extended the body were all formed to the silhouette. Racy cut sport lines fall down to the lower back with the entire look anchored by a sports mesh body band. The AMG C 63 S Coupe Edition 1 is a desirable object and I wanted the dress to have that as the underlying aesthetic….alluring and sensual,” he said.
Mercedes-Benz Fashion Creatives Episode 5: Selfie Film
Selfies are all the craze, until you find yourself in social media purgatory.
The film opens with an overly confident Justin O’Shea snapping a cheeky selfie in his highly Insta-grammable bright yellow Mercedes AMG G 63. It soon turns out he is Hollywood’s most wanted ‘selfie doctor,’ visiting digital influencer Jayne Min at her highly desirable and equally Instagram-able downtown L.A. converted warehouse flat.
Justin comes to the rescue as Jayne’s face has morphed into her failed selfie, leaving her with three eyes instead of one. Justin – whose character mixes unconventional counselling with philosophy and a dose of Australian charm – quickly concludes Jayne has ‘trapped her soul in a selfie.’
The selfie doctor resorts to all sorts of tools to fix the problem such as adjusting the light, improving the angle and finally, by introducing the grandest of all tools: ‘The selfie stick’.
Will Jayne’s soul be released from social media purgatory? Find out in Mercedes-Benz Fashion Creatives Episode 5.
Notes to Editor
Justin O’Shea has become one of the most recognised faces in fashion. As fashion director, he helped grow mytheresa.com from a small store in Munich to a successful luxury e-tailer. O’Shea joined MyTheresa in 2009, at the time of his appointment as buying director; the website was a much smaller entity, owned by the Munich locals who had launched it out of their brick-and-mortar store in 2006. In March 2016, after seven years, O’Shea left mytheresa.com and was appointed creative director of Italian menswear brand Brioni.
O’Shea spent his formative years in a remote aboriginal village in Australia, working in the mines with his father and unpacking boxes at a supermarket. He spent his mid-twenties in streetwear and denim stores across Australia and Amsterdam, before moving to London. It was here that O’Shea scored his first real coup; while working for a showroom, he succeeded in getting denim brand April 77 into Dover Street Market.
After that, the Australian became a buyer for powerful luxury retailer Al Ostoura in Kuwait.
Along with his experience in retail, O’Shea has forged a distinct visual signature of his own. His beard, tattoos and penchant for sharp suits have made him a highly recognisable street style star at fashion week, with over 79,000 followers on Instagram.
Jayne Min is a Los Angeles based creative director, stylist, and influencer known for her casual California style. Since the launch of her website ‘STOP IT RIGHT NOW’ in 2009, Jayne has gone to collaborate with a number of global brands including Calvin Klein, Gucci, Moda Operandi, and Lane Crawford.
After completing his Bachelor of Arts in fashion design at Royal Melbourne Institute of Technology, Maticevski worked with Donna Karan in New York. He then moved to Paris to work at Cerruti (womenswear) for two seasons, before returning to Melbourne where he continued to develop his unique design philosophy.Maticevski honed and developed his skills whilst working with brands in Melbourne and Sydney, including Collette Dinnigan, Nobody Denim, Dita Von Teese and Myer.
In 2002, Maticevski won the L’oreal Melbourne Fashion Festival ‘New Designer Award’ and a few months later, premiered his collection at Mercedes-Benz Fashion Week Australia in Sydney.
In 2012, with a stronger brand offering, Maticevski returned to the Mercedes-Benz Fashion Week Australia catwalk to much critical applause.
Mercedes-Benz Fashion Social Media Launch
In support of their ongoing fashion commitment worldwide, last month saw Mercedes-Benz last launch a collection of new fashion-focused social media channels. Alongside forming a centralised hub for online audiences to explore the 50 plus fashion-related platforms supported by Mercedes-Benz globally, the channels will cover emerging talent, inspiring moments in fashion history and feature collaborations with established and up-and-coming digital influencers.
Mercedes-Benz is a partner of established events such as Paris, London, and Milan Fashion Week; it is however the exclusive access to markets such as Africa, Australia and China – to name a few – that set these social media channels apart from others. Moreover, diverse content from fashion platforms worldwide allows the brand to tell a real ‘global’ fashion story – an all-encompassing look into the impact of culture on fashion design and a celebration of diversity and talent in emerging markets.
While the ‘Mercedes-Benz Fashion’ Instagram channel (@mbfw) is the go-to place for highly curated content with a strong editorial voice, the brand’s fashion-focused Twitter, Snapchat and Periscope (@mbfwofficial) channels present audiences with exclusive behind-the-scenes content, live from selected, key Mercedes-Benz Fashion engagements.
Mercedes-Benz Fashion Week Australia takes place from 15 to 21 May 2016.
Brand and Lifestyle Communications, Mercedes-Benz Cars
Phone: +49 711 17-76876
Fax: +49 711 17-79062116
Brand, Lifestyle and Social Media Communications, Mercedes-Benz Cars
Phone: +49 711 17-77368
Fax: +49 711 17790-95378