He might have left the Italian luxury house Moschino, but iconic designer Jeremy Scott hasn’t put a stop to his creative flow. Only a few days after the sudden news of his departure, Scott released an exclusive capsule collection in collaboration with the Hyundai Motor Company. The partnership is the result of HMC’s Re:Style campaign – an initiative to upcycle automotive waste into fashion, supporting and embracing eco-friendly approaches.

More and more fashion is turning into the magical art of giving back life to used materials, whether or not they were conceived for apparel originally. From plastic bottles to unwanted garments from thrift stores to polyester seatbelts, there seems to be nothing that can’t be done. Isn’t this the reason why we love it? And who better than Scott, notoriously known for his boundless imagination and hazardous choices, could craft a ritzy collection out of discarded materials from the production of HMC’s Electric vehicles?

“When Hyundai approached me, I felt both honored and challenged. I love the idea of crafting something with materials that I’ve never used before. Leftover taillight and seatbelts were definitely a first, but it shows that with creativity you can breathe new life into anything” Jeremy Scott said. The “H” metal logo is repurposed into a belt buckle, windshield wipers wrap the bottom layer of a mermaid dress, and side-view mirrors shape a breathtaking see-through dress. Thanks to Scott’s unprecedented genius, one is led to forget these objects were elements of a vehicle and to wonder if apparel was their purpose from the start.The Re:Style campaign invites us to reconsider the way we look at things, to give them new names and places, and most of all to demystify our definition of garbage. In Scott’s own words, the goal of the South Korean automotive manufacturer is “to let the designs themselves speak to the beauty of our planet, and the mission to protect and preserve it.” Scott’s high couture collection is proof that there are treasures in all that we discard. 

“We are excited to present this collection by Jeremy Scott which demonstrates that much of what we throw away can be repurposed and become something beautiful through such vision and talent,” said Sungwon Jee, Senior Vice President, and Global Chief Marketing Officer at HMC. This is already the fourth annual Re:Style campaign. Beginning in 2019 in New York with Maria Cornejo, who created clothing from waste car seat fabric, Hyundai then collaborated with six designers at Selfridges in London, Leclaireur in Paris, and Boontheshop in Seoul.The collaboration also aims at highlighting The Hyundai Motor Company’s ever-growing commitment to eco-friendly manufacturing. “We hope to continue to tell our story of sustainability in unique ways and communicate the vision of electrification and innovation that is captured in the all-new KONA Electric.” The automotive manufacturer is currently working to be carbon-neutral by 2040 and have zero emissions in its supply chain by 2045.

The Hyundai Re:Style exhibition launches at AP Again In Seongsu-dong, the center of fashion and culture in Seoul on March 22nd, 2023. It will be open to the public for 2.5 weeks from March 23rd.