Maje x Hot Wheels launches to "capture the cultural momentum of motorsport"
SMCP 's Maje label has unveiled an interesting new 'adrenaline-fuelled' summer collaboration, which will launch next month.
The premium French fashion brand has linked up with the global toy and media brand Hot Wheels for what we're told is a 'bold, high-impact wardrobe that redefines femininity with power and audacity'.
The label said that 'Parisian elegance collides with the electrifying energy of the racetrack in a collection where a pleated mini skirt and crop top, a denim jacket, a hoodie, T-shirts, and a cardigan reinterpret the graphic codes of motorsports. A statement style designed to bring thrills, attitude, and a striking contrast to everyday dressing'.
Each piece incorporates racing-inspired elements like graphic stripes, bold colour blocking, and emblematic logos.
The capsule will be available online on 3 June and in-store exactly a week later.
It's certainly an unexpected collab from a womenswear label such as Maje. So what's the thinking behind it?
The company said it launches 'amid Formula 1's continued global rise, with record-breaking viewership and a forthcoming feature film starring Brad Pitt'and it 'captures the cultural momentum of motorsport, as it expands beyond the track into fashion and lifestyle'.
And it added that 'beyond its nostalgic appeal', the Maje x Hot Wheels link-up 'is a reflection on movement and transformation, reflecting a shared commitment to bold design, innovation, and a forward-thinking vision'.
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