In the spirit of Hyundai’s Re:Style 2023 program, the collaboration with fashion designer Jeremy Scott is turning heads by transforming parts from Hyundai’s electric vehicles into a high fashion couture collection. The project bridges automotive design and couture, showing how sustainability can influence style on an international stage. The collection is being unveiled in South Korea on March 23, a date synchronized with the national debut of the Kona Electric, signaling Hyundai’s broader commitment to electrification and culture. The pieces will be presented by model Lauren Wasser, adding a dynamic presence to the runway that pairs avant-garde tailoring with eco-conscious material sourcing.
The garments feature reclaimed components from the cars themselves, including seat belts, taillights, and other automotive elements repurposed into the design language of the collection. The resulting silhouettes strike a balance between opulence and practicality, suggesting outfits that suit ballroom occasions as well as upscale cocktail events. The aesthetic underscores how automotive materials can be reimagined as fashion while maintaining performance-based symbolism. This approach invites audiences to rethink the lifecycle of consumer products and the role of end-of-life materials in luxury design.
Sungwon Ji, Senior Vice President and Global Marketing Director of Hyundai Motor Company, commented on the initiative by tying it to the Kona Electric’s global rollout. He described the project as a way to fuse Hyundai’s electrification strategy with contemporary culture, emphasizing that the show’s Korea debut is intended to communicate the brand’s vision of sustainability and innovation to a broad audience. The statement highlights how automotive brands are expanding their storytelling beyond mobility, using art and fashion to reflect values like responsibility, creativity, and forward-thinking engineering.
This collaboration marks a notable moment in cross-industry partnerships, combining the precision of car manufacturing with the expressive language of fashion. The Re:Style program has consistently explored how recycled and reclaimed materials can drive new aesthetics while reducing environmental impact. As the fashion world pays close attention to circular design, Hyundai’s initiative positions itself at the intersection of technology, sustainability, and culture. By integrating vehicle components into wearable pieces, the collection invites consumers to consider materials provenance and the potential for durable, stylish alternatives to conventional luxury fabrics.
With industry observers watching closely, the Hyundai Re:Style show in Korea is framed as more than a fashion event; it is a public demonstration of how brands can extend their values into everyday life. The collaboration with Jeremy Scott signals a shared belief that design can be transformative, encouraging conversations about resource use, end-of-life strategies, and the creative reapplication of known materials. As the world moves toward cleaner energy and smarter manufacturing, the collection serves as a tangible example of how sustainability and high fashion can coexist in a compelling, glittering narrative. The pairing with a prominent runway model and a major automotive launch amplifies the impact, drawing attention not only to the collection but also to Hyundai’s ongoing commitment to responsible innovation and stylistic experimentation.