Audi 2009 Annual Report Download - page 47

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““TThhee AA11 iiss ssuurrpprriissiinnggllyy
b
boolldd.. MMyy ffaasshhiioonn sshhoouulldd
bbee aass wweellll..””
MMaarriiee HHiillll The 27-year-old gar-
nered a name for herself among
young designers long ago. In
2009, she won the “L’Oréal Profes-
sional Young Designer of the Year”
award, among others. Audi in In-
golstadt introduced the young Dane, who doesn’t even
have a driver’s license, to a completely new world. Therein
lies the appeal of her interpretation of the A1. Her look is
impartial, pure. The Dane selected pure silk as her material
because it is comfortable to wear. Her flesh-colored outfit
hugs the body like a second skin. Decorations formed out
of simple safety pins aren’t immediately apparent. “I
wanted to create a simple, no-frills gown, but one that is
highly complex in detail,” says Marie Hill. That meant play-
ing around with light-absorbing (silk) and light-reflecting
material (metal). Grégoire Alexandre takes up this idea to
conjure an urban world of nothing but small mirrors.
““TThhee AA88 iiss aallll aabboouutt
c
crraaffttssmmaannsshhiipp..””
RRiittaa GGrraavveeShe considers the
A8 a work of art. It’s no wonder.
The 34-year-old Latvian studied
art history and worked in an art
gallery before switching to fashion
design. Fascinated by the shape of
the A8, Rita Grave focused first on the silhouette of her
outfit. “It should be elegant, supple, linear. And I wanted
to emphasize the shoulders,” she explains. The Latvian re-
jected unnecessary trimmings. But her eye for detail is re-
flected in the asymmetric hem of her dress and the unusu-
al leather belt – which pay homage to the four rings. And
the matt crepe fabric captures the lightness of the new A8.
Photographer Grégoire Alexandre and set designer Jean-
Michel Bertin fashioned the perfect landscape out of sim-
ple cords to match both the car and the fashion.
Four designers,