• by Tanya Gazdik , November 18, 2020

Three luxury and super-luxury automotive brands are venturing outside of the nuts and bolts category for partnerships with fashion and lifestyle brands.

BMW is partnering with New York lifestyle brand Kith for a limited edition of the BMW M4 Competition. Only 150 units will be available worldwide, with an MSRP beginning at $109,250 plus destination and handling fees.

The partnership includes the largest apparel/lifestyle collection Kith has ever released: The Kith for BMW Collection.

It will feature 94 styles of apparel and accessories inspired by classic BMW design elements and exclusively available through Kith’s retail locations.

The collaboration also highlights BMW’s continual focus on the lifestyle, luxury and fashion space, a key area for interacting with existing and new customers, according to the automaker.

“Keeping a close eye on the latest lifestyle developments is part of our approach to evolving the BMW brand,” said Jens Thiemer, BMW senior vice president, customer and brand, in a release.

While merging logos is a hallmark of the many partnerships Kith has forged with other companies, this is the first time BMW has altered its iconic roundel badge for a collaboration partner. The fusion logo created for the BMW M4 Competition x Kith adds an extra ring around the BMW roundel in the BMW M colors of light blue, dark blue and red.

Meanwhile. British luxury supercar company McClaren Automotive is partnering with a clothing brand, Castore Sportswear, for a “design-led lightweight technical capsule collection.”

Core training and lifestyle pieces include cotton T-shirts, performance tops and outerwear.

“McLaren only works with like-minded brands who share our innovative design ethos to create authentic, best-in-class products that change the game, provide a unique experience and delight the user which is why Castore is such a natural fit for us,” says Mike Flewitt, chief executive officer, McLaren Automotive, in a release.

Finally, Bugatti is presenting its second collection created with partner Audet Group for a new line clothing and accessories inspired by Bugatti hyper sports cars.

The collection will include 50 items, split into apparel and accessories, with a focus on high-tech fabrics and ergonomic fitting. Accessories include power banks, key chains, a backpack, small leather items, mugs, notebook bags, cufflinks, credit card holders and a water bottle.

The collection is available online at www.bugattistore.audesworld.com and at selected Bugatti Dealer Partners.