Mercedes-Benz announced its Spring/Summer 2017 Fashion Campaign and Film, Burning Desire, presenting the “new CLA“. Shot by renowned Swedish director Christian Larson, the campaign features style rebels and partners, the English musician Eliot Sumner, and the German model Lucie Von Alten. In the spotlight is the rebel of the Mercedes-Benz family, the CLA. A four-door-coupé offering impeccable performance, its eye-catching sporty design and fierce attitude has been further enhanced by the strength of desire that burns between Eliot Sumner and Lucie Von Alten. Both powerful individualists, they share with the CLA a rebellious urge to stand out from the crowd.
The campaign was shot on location in an old steel warehouse attached to a disused stone quarry in Bucharest, Romania. Raw and powerful, it was an apt environment in which the director Christian Larson could capture the subversive spirit of the CLA. A true visionary, Larson has worked with many of the world’s most innovative artists, including Lady Gaga, Beyoncé, Jay-Z and Kylie Minogue. For Larson, the project started with the idea of creative destruction. “I think that there is a beauty in destruction and in this case, I felt fire, and burning things, could look very beautiful. Fire is always something that brings people together – the storyline of the two girls meeting is about them being intrigued by the fire – and it also suggests the idea of “playing with fire”. I wanted to play with emotions, objects, elegance, rebelliousness in some kind of virtual dystopian world.”
Style leaders Eliot Sumner and Lucie Von Alten are another crucial element of the Mercedes-Benz Spring/Summer 2017 campaign. Sumner, who signed her first record deal at the age of 17, is more than comfortable in her own skin, having inherited an enviable strength and poise from her parents, the legendary musician Sting and the acclaimed film producer and director Trudie Styler. “To have the opportunity to work with Mercedes-Benz is awesome and I couldn’t really believe it when we got the offer. It’s a massive deal, I’m so incredibly happy to be here and work with such an amazing team,” said Eliot.
Von Alten is a model at the very top of her game, having been the face of campaigns for Marc Jacobs and appeared in international magazines including ELLE and Grazia. This is the first time Lucie has fronted a campaign for an automotive brand, “I am really excited to be a part of this campaign; it is a great opportunity to work with David Koma and with Christian. It is a campaign for cars but I feel like fashion, and especially Mercedes-Benz, work really well together.”