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Milla Jovovich, Miles Aldridge and Philip Treacy collaborate on Mercedes fashion campaign


NEWS
Filed by Lucire staff/May 23, 2010/2.35


Mercedes-Benz has released a video on the making of its latest visuals for the spring–summer 2011 fashion season, featuring Milla Jovovich.
   The company, which sponsors over 50 fashion events worldwide, commissioned photographer Miles Aldridge and milliner Philip Treacy to work on its latest campaign.
   Jovovich is paired with the new Mercedes-Benz E-Klasse cabriolet, which also appears in the Sex and the City 2 movie.
   Treacy created a hat for the campaign made up of 300 feathers individually shaped and painted with ‘road markings’. ‘The idea for the hat developed whilst working with Miles. I thought that an extravagant hat would be perfect for the image. Hats express individuality, an extreme form of luxury and this symbolizes a positive outlook,’ says Treacy.
   The result is a vividly coloured and slightly surreal image, based around the theme ‘Express your style’.

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