Volkswagen of America partnered with a New
York–based fashion label during New York Fashion Week to showcase a blend of heritage, style and electric innovation.
Designer Edvin Thompson’s collection
shared the spotlight with the all-electric ID. Buzz, wrapped in Theophilio’s signature print and reimagined as both a stage centerpiece and symbol of cultural storytelling. Theophilio is
Thompson's contemporary clothing brand based in Brooklyn, New York.
The collaboration served as a focal point of the runway presentation. The show opened with a
model emerging from the ID. Buzz, setting the tone for the evening’s main event.
The apparel draws inspiration from Caribbean diaspora and parallels the vibrant design
and adventurous spirit of the ID. Volkswagen and Theophilio created an experience that connected culture, fashion and mobility, according to Volkswagen.
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Volkswagen is not the
first automaker to get fashionable with its marketing.
In 2022, Genesis sponsored Monse’s NYFW show, which was attended by various VIPs who arrived
at the show in Genesis vehicles. The automaker’s G90 campaign began with a #MakeYourMark event Aug. 10 at Genesis House in New York, where the brand announced the
partnerships with Monse and Vogue.
Last year, Porsche 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.
Earlier this year, Toyota partnered with designer Christian Siriano
for a showcase focusing on the Toyota Crown. His collaboration with Toyota began in 2023 with a partnership that included custom content for Vogue and a one-of-a-kind Met Gala dress inspired by the
Toyota Prius.