There’s a part of us that’s slightly cynical about the corporate involvement in this video, but it’s no different from sponsorships from fashion designers or fabric companies at polytechnic level. General Motors teamed up with the International Academy of Design & Technology and provided five cars from which students could be inspired. They had to design for categories such as avant-garde and eveningwear. Chosen entries were showcased at an event called Imagine 2008.
   General Motors gets an insight into young people’s thinking and how fashion influences its products, while the students learn about processes and how the Zeitgeist fuses product and clothing design together.