In partnership with BMW
At Cannes International Film Festival 2024, BMW is premiering the BMW XM Mystique Allure, a collaboration of star power, cinematic soundtrack, and state-of-the-art fashion technology. The one-off design is a bold statement of contemporary and progressive luxury, dedicated to supermodel Naomi Campbell.
Composer Hans Zimmer with Naomi Campbell at the launch of the BMW XM Mystique Allure in Cannes
The first-ever BMW tailored with high-fashion materials and exclusively soundtracked with a Hans Zimmer composition, the vehicle features a Hollywood-meets-haute couture aesthetic inspired by the penchant of Campbell – who also collaborated on a 2023 BMW XM campaign – for violet and deep blue looks.
Working with Swiss textile manufacturer Jakob Schlaepfer, whose fabrics are used by fashion houses such as Dior and Chanel, the BMW design team translated luxurious fashion materials into an intense, highly saturated Ultramarine tone with a silky matte finish, reminiscent of the BMW ‘Frozen’ colours. They then connected the exterior paintwork scheme to the interior design with saturated velvets and frozen metallic painted sequins, reflecting shades from intense violet to deep ultramarine.
‘The innovative design does not stop at aesthetics,’ notes Campbell. Since 2021, BMW and Academy Award-winning composer Zimmer have been working together to develop the emotionally moving drive sound for electrified BMW models. Now, Zimmer has also created a suitably alluring campaign soundtrack for the BMW XM Mystique Allure. The project sees BMW continue to expand the sound spectrum for its electric vehicles, with a signature sense of luxury and creativity.
With the launch of the BMW XM Mystique Allure, BMW reprises its role as official partner at the Cannes International Film Festival. The project, ‘celebrates individuality, creativity, and luxury expression’, says Stefan Ponikva, vice-president BMW Brand Experiences. ‘We’re proud to be unveiling the one-of-a-kind XM at Cannes Film Festival, marking our third consecutive year as an official partner.’
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