A few weeks ago I was invited to join the latest video production by TrueYou and Toyota. TrueYou is a Viennese fashion label, but describes itself as a storyteller label which I think is the more accurate description. They've been pushing boundaries by building relationships with leading brands in very different industries, including mobility and beverages.
To my knowledge the TrueYou X Toyota collaboration is the first of its kind, which is precisely what makes it exciting. Although the combination of cars and fashion is not the obvious choice, its realisation is surprisingly convincing. There are definitely parallels between the two 'consumer goods': Both are functional objects, status symbol and means of expression at the same time.
And the two brands share another characteristic: The courage to be creative. While Toyota is known for high quality, impeccable performance and being a pioneer of eco-friendly hybrid technology, design had never been their forte. This radically changed, however, when Toyota released the polarizing C-HR, a hybrid crossover SUV. This car definitely stirs up emotions. People either love the CH-R for its modern, sculptured look or dismiss it for its 'overdesigned details'. At any rate, the car is guaranteed to turn heads on the streets and established Toyota as a car manufacturer with innovative, courageous even, designs.
TrueYou, on the other hand, has been promoting reinvention and courage for years. As the name suggests, the label is all about 'living out your true self'. So despite being in completely different fields of business, the two brands share a common set of values and I found it really interesting to get a glimpse behind the scenes of their collaboration.
In their latest video, titled 'When a door opens', Susanna from nwlife.at plays a girl who follows her passion for art. She's seen cruising the city in the C-HR before storming into an art gallery and creating her very own artwork. I really enjoyed being a part of the making of the video, observing the film director and camera man at work, and of course the whole creative crowd present at the shoot.
Watch the whole video and get a few impressions of the set below:
This blog post is in collaboration with TrueYou X Toyota.