Usually when airbags are catching your eye, they’re normally catching the rest of your rag-dolling body as well. Now US-American designer and creative director Heron Preston is pushing the limits of innovation and sustainability in fashion design to great effect.
Personally, what draws me to this collection is its slightly retro worn-down futuristic look. Like something the crew of Nostromo might wear in Alien.
The collection is being released to celebrate the 50th anniversary of the patent of the airbag. For the concept collection, Preston reimagines the ground-breaking airbag safety feature into three forward-thinking men’s and womenswear looks, inspired by the airbag and using upcycled material from Mercedes-Benz passenger cars. The functionality of the airbag is mirrored through the collection’s ability to inflate and deflate.
Mercedes-Benz was the first car manufacturer to integrate the airbag in passenger cars more than 40 years ago. Since the, the safety feature has helped save countless lives and does until today.
For the fashion shoot, the new S-Class, S-Class Plug-in-Hybrid, a cutaway model, the 500 SEL (W126) and the new full-electric EQS acted as props for the models to drape themselves across.
“Heron’s unique take on sustainability and the way he approaches the topic through the lens of culture is what made him an outstanding partner to work with on this project”, says Bettina Fetzer, Vice President Communications & Marketing Mercedes-Benz AG.
“The Airbag concept collection is inspired by two anniversaries of the life-saving technical innovation: the Airbag patent 50 years ago and the first serial introduction into our flagship model, the S-Class back in 1981. We are convinced that co-creation and collaborative projects create memorable and unique moments with our brand.”