Genesis Motor America is extending its partnership with Vogue, returning this fall to the runway as presenting sponsor for Vogue World London 2023.
The goal of the activation is for Genesis to harness the power of design to reach across automotive and fashion industries, according to the luxury brand, whose brand ethos is “athletic elegance.”
This sponsorship recognizes how Genesis and runway fashion seek to evoke emotion and capture attention.
“Our brand not only values bold design within our vehicles but celebrates the passion for it within the world of fashion,” says Claudia Marquez, chief operating officer of Genesis Motor North America, in a release.
With its Vogue World sponsorship, Genesis leans into the brand’s focus on design and fashion while targeting its luxury disruptor customers.
These disruptors live on the forward edge of culture, craving unique ideas and experiences to set them apart from the crowd.
“The Vogue World partnership allows the Genesis brand to immerse itself in fashion, a passion and inspiration for many of our customers,” said Wendy Orthman, executive director of marketing at Genesis Motor America. “We saw tremendous brand lift launching the Genesis G90 with Vogue World last year in New York City. I am excited to see what London has in store.”
The automaker had great success with its first collaboration with Vogue World last fall.
The word “Vogue’” was mentioned more times on the internet on Sept. 12 than any other day in 2022, and the 20-minute "runway show and fashion experience" exceeded all of Vogue’s seven-day viewership goals within the first 24 hours, including 54 million video views of global Vogue World content on social media.
The fully electric Genesis GV60 will be featured within Vogue World branded content, along with various social media placements. Additional details regarding the partnership will be announced in the coming months.