Buick's Avenir GL8 and Karl Lagerfeld’s New Interpretation of Aesthetics
Events Dec 26, 2016
Karl Lagerfeld and Buick Join Hands for Avenir GL8
On the evening of December 19th, fashion legend Karl Lagerfeld attended the “2016 Digital Fashion Grand Ceremony” in Shanghai. The event marked a milestone for both the fashion and manufacturing industry as Lagerfeld and Buick announced that they would be co-designing an artsy model for the brand new GL8 Avenir, Buick’s subsidiary brand of premium level cars. Over the course of the evening, a number of Chinese fashion icons and celebrities attended the event including actress Jialing Liu and supermodel, Sui He.
Lagerfeld attended the ceremony donning a classic suit, black tie, and sunglasses. His unique aesthetic and persistent pursuit for perfection has brought him a global reputation in the fashion industry. Once renowned as “the representative of contemporary renaissance”, Lagerfeld brings exceptional expertise and vision to the Buick brand. “Buick is such a classic brand infused with history and aesthetics. My dad used to own a classic Buick sedan. For me, being able to design an artistic model for GL8 Avenir is the most innovative way to honor the classics. I always love to try new things,” Lagerfeld stated.
Avenir, meaning “future” in French, embodies Buick’s entrepreneurial spirit and eternal beauty. Its signature diamond-shaped symbol, inspired by the medieval hauberk logo of the Buick family, is full of elegance. Rather position Avenir as a premium car brand, Buick sees the model as a work of art with delicate design, both on the interior and exterior. “We believe Karl has the same idea with Avenir regarding art, creativity, and revolution. This collaboration sparks a new future for Buick and we’re very excited about it,”said Bao Hua, Buick’s marketing director.