• by Tanya Gazdik , April 23, 2024

Porsche Cars North America has signed on as the official electric vehicle of the 2024 Met Gala. 

In this role, select guests to the May 6 event will be among the first in the world to experience the Porsche Macan as they ride to and from the party.

In parallel, Porsche is working with Vogue to produce a branded content series entitled "True Essence," with an episode featuring Catherine Holstein, founder and creative director of New York luxury label Khaite. 

Porsche will showcase the new car in digital and print ads, in addition to publishing other branded content on Vogue’s owned and social channels.

Rounding out the collaboration, the automaker will provide a financial contribution to The Costume Institute to support its work in the arts.

“Porsche and fashion are connected, and have been for decades,” says Ayesha Coker, vice president of marketing for Porsche, in a release. “And the all-electric Macan will be no different, offering an unmatched level of customization to be as bold and unique as each and every one of our customers. Collaborating with The Met Gala is the perfect setting to elevate the striking new design of the Macan, as it is the must-attend-event in the world of fashion.”

Viewers can follow the action throughout the night on Vogue’s live stream of the event. 

In conjuntion with the gala, Porsche will kick off an all-star celebration of fashion and design at Soho House New York on 9th Ave. Hosted by actor Barry Keoghan, the evening will include a live musical performance by British singer and songwriter RAYE.

The Porsche Macan which will be on display just weeks after its global debut along with the new Taycan in an art installation in front of Soho House.

More information about the Macan can be found online at the vehicle’s hand-raiser website. 

Porsche is not the only luxury automaker to make a connection between nuts and bolts and fashion. Hyundai Motor Group’s Genesis brand has partnered with Vogue for several years on activations including the sponsorship of Vogue World.

This year, the event is being held in Paris on June 23 to kick off Haute Couture Week ahead of the Olympics but Genesis will not be a sponsor, according to a spokesperson for the automaker.