Lexus x Vogue
Where design, innovation, and culture converge.
Younger car buyers were increasingly making decisions that reflected a desire for authenticity and a way to support sustainable initiatives. The concept of 'luxury' was shifting from a simple status symbol to a more personal expression of taste and values, as consumers prioritized a brand's mission over its prestige.
The Challenge
Lexus was perceived as a conservative luxury brand, which created a challenge in appealing to a younger, more stylish audience for its new CT 200h hybrid—a sustainable, forward thinking option that was a departure for Lexus.
How could we leverage a partnership with Vogue to reframe the Lexus brand as innovative and sustainable, thereby captivating a new, younger audience for the CT 200h?
The Insight
We commissioned four CFDA/Vogue fashion designers to create wearable accessories made from the parts of a disassembled CT 200h, demonstrating Lexus’ environmental commitment and passion for innovation. The campaign moved beyond abstract concepts of "luxury" and "innovation" and made them concrete—and it was awesome to watch.
The Solution
The designer pieces were not only featured in a print spread and a web series, but were also exhibited at the prestigious Art Basel in Miami, and sold at a private charity auction to benefit the Council of Fashion Designers of America/Vogue Fashion Fund.
This fusion of art, philanthropy, and marketing showcased Lexus's commitment to community and creativity.
The Results
The campaign met a new generation of buyers where they were,
speaking to their passion for style, art, and sustainability.
42%
Lift in Brand Impression
179%
Lift in the Lexus brand perception as “Unique” and 85% lift in “Inspiring”
136M
Earned editorial impressions