Holden has announced Scott Schuman – founder and star of global street fashion blog phenomenon, ‘The Sartorialist’ – will be coming to Australia in October to undertake an exclusive photography project inspired by Holden’s new European vehicle range; the sleek Astra hatch, sexy Cascada convertible and sophisticated Insignia sedan.
Schuman, who pioneered the fashion blog movement when starting the ‘The Sartorialist’ in 2005, will explore and photograph the unique Australian fashion sense and its influences, culminating in a private exhibition to celebrate Australian Street Style.
Supporting Schuman’s keen eye for fashion whilst scouring Sydney streets, will be the new Holden Astra, Cascada and Insignia. These European vehicles launched earlier this year and perfectly demonstrate an effortless blend of style, quality and value; indicating a new direction for Australia’s own car brand.
Speaking from Paris, Mr. Schuman said he was looking forward to working with Holden to explore what influences Australian street fashion.
“Fashion and cars are not dissimilar; what you wear and what you drive are all about how it makes you feel and what you are saying about yourself,” said Mr. Schuman.
“For me, Australian style is very ‘Paris on the Beach.’ Many Australians have European roots and you can see this coming through in quite a feminine sensibility – but with the bravery and freshness of the new world.”
Following an immersion into Australian Street Style, Schuman will present his freshest work – images shot on Sydney streets – at a private exhibition at one of Sydney’s hottest new venues, Automata in Chippendale.
Holden’s Director of Communications, Sean Poppitt, said the stylish new Astra, Cascada and Insignia were the perfect cars to lead the collaboration with Mr. Schuman and were an exciting sign of things to come from Holden.
“Astra, Cascada and Insignia have all the hallmarks of style and quality that you would expect from a European car and serve as the inspiration for this unique project with Scott,” said Mr. Poppitt.
“As the Holden brand evolves and we continue to launch more and more new vehicles, you can expect to see us take on more unique and exciting projects such as this.
“Already this year we’ve launched our ground-breaking Astra vs. Drones campaign, helped people find love with the new Cruze and demonstrated the sophisticated all-wheel-drive performance qualities of the Insignia VXR sedan on the snow in Queenstown, New Zealand.
“We are committed to exciting our customers and connecting to Australians of every generation. And with 24 major new models set to hit Holden showrooms by the end of 2020, we’re going to continue taking the Holden brand to new and exciting places.”
A selection of images from The Sartorialist’s visit will be revealed and shared through Holden’s social media channels throughout and after the project.