Chevrolet Teams up with Playhound for ELLE Fashion Week 2012
Chevrolet fosters the creativity of the domestic fashion industry by partnering with Playhound create two designer versions of the Chevrolet Sonic to be revealed this week at Elle Fashion Week 2012. The two cars have been exclusively designed under Jitsing Somboon, Brand Creative Director of Playhound, highlighting both brands’ commitment to fashion and urban lifestyles.
“Chevrolet is thrilled to partner with Playhound on this exciting event,” said Chanvit Khieonavavongsa, Marketing Director, Chevrolet Sales Thailand. “This is just one example of the new and innovative ways Chevrolet is responding to the needs of our young, creative, urban consumers who are looking for cars that reflect their personalities and lifestyles.”
Celebrating its 10th year anniversary, Playhound’s showstopper for its autumn – winter collection at the ELLE Fashion Week 2012 will be the unveiling of the designer versions Sonic hatchbacks together with four Playhound designers who will present themselves on the runway for the first time.
“The ELLE Fashion Week has presented us with an opportunity to work closely with Chevrolet in designing one Sonic hatchback and one Sonic Notchback. The Sonic and Playhound are both targeting youthful spirited and fashion sensitive young professionals and we have designed the exterior paint- and interior stich work to reflect their personalities and lifestyles,” explained Mr. Somboon.
The first of the two designer versions of the Sonic is “Dogma Dots” a special large-scale, polka-dot design covering the exterior and interior of the vehicle. On the exterior, the dots cover the front, sides, rear, and top of the car. The interior dots cover seats, dash, and interior doors. The second designer version is the “Street Luxe” design, a race car-type stripe covering the entire vehicle – running along the side panel doors, down the front and covering the grill, along the top, and down the back of the car – with a the “PH” logo to balance the theme Inside, the race car stripe continues along the seats and headrest and the inside door panels. A two-toned interior dashboard finishes off the design with vibrant color and depth of tone and contrast.
“Both polka-dot design and stripe contains picture of ‘running dog’ inside which is Playhound’s signature designed exclusively for Chevrolet Sonic. It’s a new collection of Playhound for the ELLE Fashion Week 2012 and celebrates the brand’s 10th year anniversary in Thailand” said Mr. Somboon.
Since its inception, ELLE Magazine (Thailand) has managed to elevate ELLE Fashion Week to become the kingdom’s premiere fashion event, bringing the scene to life by drawing interest from domestic and international revelers and press. All the participating designers are reviewed and chosen by Elle Magazine. The lineup is a mix of well-established designers, contemporary fashion houses, hot and new local designers as well as young and upcoming Thai designers.
ELLE Fashion Week will be held during 11-14 October 201, in the heart of Bangkok’s fashion district, at the main outdoor plaza of CentralWorld shopping complex, featuring 20 Thai designers and fashion houses.