CREATIVE LEAD: CREATING THE NARRATIVE + ART DIRECTION + MODEL CASTING + SOURCING TEAM
Inspired by the BMW M Motorsport logo and dynamic elements from the collection, which draws from the iconic BMW M Hybrid V8 race car, a set was crafted featuring numerous geometric shapes. These shapes evoke strength and speed, creating an abstract and dynamic backdrop that embodies the essence of the "M". Models with a modern athletic look interact with the set with strong dynamic posing to further highlight idea of movement, enhanced by crisp lighting and spotlight elements reminiscent of motorsport and V8 hydrogen lights. This lighting emphasises the clean lines of both the clothing and the sharp, angular background, seamlessly blending contemporary fashion with an architectural aesthetic.
