Just In Time For Men's Fashion Week: GMC's "The Sharp American"

Truck nameplate GMC is hitching its wagon to this week’s inaugural New York Fashion Week: Men’s, with a new Arnaud Boutin film titled “The Sharp American.”

The film premiered on the evening of fashion designer Michael Bastian’s show at the New York fashion event this week.

The short film features Bastian along with musician Twin Shadow and photographer Michael Avedon, and explores the “GMC articulation of precision, attention to detail and craftsmanship across fashion, music and photography,” per GMC, part of General Motors.

According to the truck maker, the film was inspired by GMC’s recent “Precision” advertising campaign, a trilogy of ads that included a cameo from Bastian in the third installment, entitled “Sharp,” which explores the parallels between “impeccable dressing” and the precise features in a GMC Yukon Denali.



In “The Sharp American,” Bastian, Avedon and Twin Shadow share their viewpoints on precision, the confluence of creativity, craftsmanship and attention to detail, as well as what it takes to be professional grade in their respective endeavors.

Twin Shadow also provides the musical accompaniment to Boutin’s black-and-white stylized visuals, which feature the GMC Yukon Denali. The shots of Bastian sketching, Twin Shadow strumming his guitar and Avedon focusing his vintage camera lens, are designed to convey the notion that precision is the common denominator in each artist’s craft.

Next story loading loading..