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BMW X Vogue Future Creators Competition 2024/2025

  • Natalie Grover

To push the boundaries of design and sustainability, BMW, in partnership with Vogue, invited emerging fashion and jewellery designers—students and recent graduates—to create a piece inspired by the sleek lines, advanced technology, and luxurious feel of the BMW Vision Neue Klasse vehicles. The competition was designed to explore a new vision of luxury, where innovation and circularity were fundamental rather than secondary considerations. Beyond the recognition, each winner received a £5,000 grant to bring their vision to life and an exclusive mentorship experience in Munich, where they visited BMW Group’s headquarters for a rare behind-the-scenes look at the design studio and worked closely with the BMW Design team to refine their concepts. The Judges: Simone Rocha – Renowned Fashion Designer Julia Hobbs – Fashion Features Director, British Vogue Charlotte Kanters – Senior Colour and Materials Designer, BMW


The Winning Designs

From a highly competitive field, three winners emerged, each showcasing a unique interpretation of the brief:

  • Joaquin Flores: Combining his passion for automotive engineering and jewellery design, Flores created a striking piece of eyewear inspired by the dynamic silhouette of the Vision Neue Klasse.
  • Destiny Pinto: Taking cues from BMW’s human-centric approach, Pinto presented a high-fashion take on assistive medical devices, redefining functionality with elegance. Her latest creation is a luxury hearing aid that celebrates individuality, sustainability, and empowerment.
  • Selina Kwong: Drawing from her cultural heritage and BMW’s commitment to sustainability, Kwong developed modular garments using recycled materials, embodying adaptability and innovation.

My Role

My role was to develop a channel strategy to drive awareness of the content—from initial competition promotion to collaboration with Vogue and BMW. This included the creative direction of assets for BMW channels, strategic and shoot consultancy, and regular meetings with Vogue and BMW. I was also involved in making recommendations for paid activity, ensuring maximum engagement and visibility for the campaign stages.

Impact & Takeaways

This collaboration between BMW and emerging designers was more than a competition—it was a platform for the next generation to redefine luxury through sustainability and innovation. By integrating circularity from the outset, these designers challenged industry norms and demonstrated how the future of fashion and jewellery can align with cutting-edge automotive design.

Activity generated positive sentiment and awareness, with engagement rates ranging from 2-4%
https://www.vogue.co.uk/bc/bmw-future-creators-vision-neue-klasse
Report

Project Tags

Companies

  • Vogue logo

    Vogue

    • Publishing
  • Media.Monks logo

    Media.Monks

    • Advertising

Skills

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