Streetwear fashion designers use urban compacts as a canvas for their designs

We previously discussed the close relationship between fashion and automotive, and how the two industries have evolved together over the decades. Historically, this relationship was primarily fueled by high-end automakers and high-profile fashion houses. The brands sought to partner with each other to benefit from the exclusivity and recognition offered by the other, and this practice continues today in the form of merchandising, sports sponsorship and limited editions.

However, in recent years the rules have changed due to the growing importance of sustainable mobility in the city, the popularity of electrified vehicles and the emergence of SUVs as urban vehicles.

These changes have also had an impact on the fashion world, in particular with the emergence of urban culture, the recognition of streetwear and the increased awareness of current social issues. In this article, we will examine how these trends have influenced the relationship between fashion and the automobile.

Urban fashion: from the pavement to the catwalks

In recent years, the fashion industry has undergone a profound transformation. This evolution is not only the result of changes in consumer preferences and expectations, but also of the radical transformation of the relationship between industry and the public. It used to be that big companies dictated trends and told consumers what to wear, but today the public guides companies by showing them what they want to wear. It is the street that inspires the window, and not the other way around.

The most prominent phenomenon of this movement is the urban or streetwear trend, which emerged on the streets as a manifestation of the most modest social class, and which now occupies a prominent place on catwalks around the world. This trend originated in the 80s as part of urban culture, such as hip-hop, skateboarding and graffiti, and has spread through its presence in magazines, music videos and, more recently , social networks.

HYPEBEAST transformed the Duggal Greenhouse for its first-ever  #HYPEFEST  . The boldest designers, streetwear icons, celebrities and enthusiasts come together for a festival celebrating streetwear culture. pic.twitter.com/eS8U3i0286

— Serre Duggal (@DuggalGH)  February 7, 2023

The streetwear movement promoted casual and modest garments such as t-shirts, hoodies, and baseball caps, and even elevated sneakers to luxury status. Well-established brands such as Marathon, Stüssy, Supreme, Off-White, Neighborhood or Bathing Ape are already references in this field. In Spain, brands such as Scuffers, Kaotiko BCN, Nude Project, Belaguer, Grimey, Latigo or Vazva are also considered brands to follow.

Cities have found a new icon in the urban compact

Something similar has happened with the automotive industry, which initially catered to people's desire to travel longer distances, but has become an essential part of urban mobility. So much so that a specific category of cars, called the "urban pact", has been developed to meet the daily needs of families living in the city. It was once again the public that influenced the automotive industry by dictating the type of vehicle they needed for their daily commutes.

The Toyota Starlet, which is the coupé version of the Toyota Publica, was created in the 1970s. Subsequently, the Toyota Yaris, the urban compact par excellence, was born in the early 2000s, closely followed by the Toyota Aygo, which catered to the same audience needs, but with a more youthful focus. These models all offer handling, versatility and efficiency adapted to consumer needs, and Toyota has improved them by offering hybrid versions.

However, urban compact cars are no longer simply means of transport for getting around town. They have also become symbols of the identity and personality of city dwellers in the 21st century. Toyota has therefore decided to equip its models with bolder and more characteristic designs to meet this need for personal expression (we remember in particular the sharp headlights of the Yaris and the design of the Aygo inspired by Astro Boy).

Designs that convey meaning and are embodied in the vehicle

The urban fashion trend has brought innovation to the industry by using clothing, such as sweatshirts and t-shirts, as a means of expressing the beliefs and concerns of the designer and his audience. Similarly, a custom car can have the same function for its owner, just as the design or the finishes of a limited series can play a similar role.

A prime example is Jun Takahashi, the founder of streetwear brand UNDERCOVER. After a career spanning more than 30 years, he has paraded on the biggest stages, collaborated with numerous brands and received countless awards. The company's motto, "Chaos/Balance", perfectly reflects its spirit, which draws its inspiration from punk (notably the Sex Pistols) and incorporates elements of gothic culture and bondage. These same words have been incorporated into the design of the Toyota Aygo X Cross By UNDERCOVER, which is also distinguished by its exclusive color palette and custom interior finishes.

The story of Jorge Redondo of the Redondo Brand is very different. After leaving an established luxury bag company, she set herself more ambitious goals as she sought to bring glamor from the catwalk to the streets. With a mixture of creativity typical of haute couture and the practicality necessary for marathon events, it has managed to conquer the market for parties, weddings and large celebrations. The design chosen to dress the Yaris Cross by Redondo Brand captures this spirit with precision using passionate red sequins to bring the sparkle to the most elegant evenings on the streets.

Artist and designer Arena Martínez followed a similar process where his goal was to democratize art by bringing it to the streets. For this, she used clothes, especially her kimono, to capture the work of contemporary artists. However, for her collaboration with Toyota, she chose to create something more personal and emotional: a collection of ceramics designed during confinement with her father, who is also an artist. However, it wanted to make this private project accessible to the public by embodying the colors of the pieces in the collection on the body of the Yaris Cross by Arena Martínez.

Here are just a few recent illustrations of Toyota's partnerships, such as the Yaris Cross by IQ COLLECTION, which draws its inspiration from the equestrian world. These examples clearly demonstrate how compact cars have become a new way for artists and individuals to express themselves, gaining significant visibility.