Nowadays, cross-border breakthroughs are constantly mentioned and deepened, and all walks of life are trying to integrate and penetrate. "Outside the circle" has become an important means for brands to seize the commanding heights of the market. Especially car brands, they are "inverting" all the way to cross-border, Wuling Hongguang + Disney, Volvo + Durex, Audi +B station animation... It seems that everyone wants to find a differentiated breakthrough in the competition in the red ocean.
Avita, a name that has been inseparable from cross-border since its birth. Changan Automobile , Huawei , and CATL have blessed the three giants, giving Avita a natural cross-border temperament. As the pioneering work of its 0 series, Avita 011 has become the most popular "cross-border breaking circle" in the automotive and fashion circles this year with its outstanding products and unique 011 STUDIO limited-time exhibition, and has also successfully given automotive products new fashion value.
cross-border breaking, what you are playing is value-added
In our past understanding, there are only two purposes for brand cross-border.
One of the first is to form a contrast through collision and combination between different fields, or create a brand influence of "1+1>2", so that products and brands can be out of the circle, and break the user's fixed cognition, thus covering a wider range of consumer groups. Second, it is through cross-border creativity to complete the manufacturing and detonation of traffic, which is particularly common among young brands, giving people a brand image that dares to play and loves to play.
But from the perspective of the fashion circle, the cross-border breakthrough brings an infinitely higher dimension of added value. For example, every cross-border of Supreme, whether it is Araki Nobuyuki , Futura, or Alessandro Mendini, will cause a major earthquake inside and outside the circle. This is the increase in fashion value brought by art, allowing Supreme to successfully turn products into collectibles in various fields and circles.
Of course, cross-border cannot be a simple three tricks of "A+B", "A→B", "B→A". Simple "logo stickers" behavior cannot bring appreciation to the product, and may even cause adverse effects. Only by truly integrating and upgrading the values of different fields is the key to success in cross-border breakthroughs.
and Avita did just that, and it invited Mathew M. Williams to do it himself. Mathew M. Williams is the creative director of Givenchy and the founder of the trendy brand 1017 ALYX 9SM. He is also a leader in the global combination of street fashion and luxury. He completely incorporates fashion and trends into the appearance and core of Avita 011 products, and also strengthens Avita's attribute label of "high-end, fashionable and young".
Avita 011, limited edition high-quality fashion collection
From the beginning of this "cross-border show", Avita and Mathew M. Williams are creating 011 as a limited edition high-quality fashion collection. In Mathew M. Williams's view, fashion is more than just making clothes. It is an applied art form, and it is a way to appreciate and contact the world, representing and recording what we believe. The Avita 011 is a way for Mathew M. Williams to appreciate and contact the world, giving car users another "impossible" choice.
Although Avita 011 is a limited edition based on 11, in fact, Mathew M. Williams has made drastic changes to the appearance of the product with its own cross-border fashion perspective.
Mathew M. Williams teamed up with Nader Faghihzadeh, Chief Design Officer of Avita to bring the butterfly wing front face with curvature headlights, fluid rear portholes with starring flow taillights to Avita 011, showing the elegant sensibility of the body with a large number of curves and creating a futuristic sense of the suspended spacecraft and a trendy sense of sports functions. Matthew M. Williams also uses his unique "light, shadow, and black" to give Avita a fashion gene in the field of color. This kind of "colorful black" can allow Avita 011 to reflect the depth of different levels of textures, presenting the texture and taste of high-end luxury goods.
In terms of interior, Matthew M. Williams gives Avita 011 comparable to CHANEL, GUCCI, and a casual trend originating from the streets.In terms of the choice of interior leather, he chose NUPRIMA and NAPPA leather, which were once used in high-end leather shoes, jackets, handbags, etc., and now he is also used in many luxury goods. He also uses hand-quilting technology to splice, giving Avita 011 an extremely luxurious aristocratic temperament. At the same time, he also made his iconic Buckle functional elements into a super fashion symbol of Avita 011, and perfectly integrated automotive design and fashion. With emotional design, Buckle is still functional while also becoming the embodiment of fashion diversity.
What is even more rare is that Matthew M. Williams' cross-border not only at the level of art design, but also integrates the emotional connotation symbolized by fashion into intelligent technology. Using the concrete emotional interaction system of Vortex emotional vortex, it allows people to have multi-dimensional "emotional interaction" with the car, and truly makes the car no longer a mechanized and cold industrial product, but becomes the "AVATAR incarnation" of emotional intelligence.
It is Matthew M. Williams that has no boundaries and no constraints. The fashion concept centered on "self" gives this cross-border breakthrough and has extremely powerful power. It is a very textured romantic force field. It also "parasitic" design value, luxury value and emotional value in Avita 011, becoming a new way to open a limited edition fashion high-end.
Avita 011's cross-border breakthrough has given the smart electric car a higher level of emotion and a higher level of fashion texture, creating a unique cross-border upgrade for the entire automobile industry and even the technology field. The urban trendy party created by Avita for 011 - Avita 011 STUDIO Limited Time Exhibition Shanghai Station will kick off outside the main entrance of TX Huaihai, setting off another fashion storm that crosses the border and breaks the circle for the Magic City. Whether it is fashionists or car lovers, it is worth checking in on site!
