Top Gear

With a shared pas­sion for cut­ting-edge de­sign, Audi teamed up with Hong Kong Fash­ion Week to spon­sor its open­ing ex­trav­a­ganza, writes

Hong Kong Tatler - - Life -

Reinhold Carl says Audi shares the fash­ion in­dus­try’s pas­sion for de­sign, new ma­te­ri­als, in­no­va­tion and cre­ativ­ity

Mark Gra­ham

or audi’s Reinhold Carl, stylish clothes and sleek cars ap­peal to the same peo­ple—those who ap­pre­ci­ate the sub­lime in­tri­ca­cies of fine de­sign. Which is how the Ger­man car com­pany came to be the ti­tle spon­sor of the Hong Kong Fash­ion Ex­trav­a­ganza, a seg­ment of Hong Kong Fash­ion Week, which took place in Jan­uary and pro­vides a plat­form for up-and-com­ing de­sign­ers, es­pe­cially lo­cal tal­ent, to show­case their lat­est col­lec­tions.

“Both the fash­ion in­dus­try and Audi strive to make the im­pos­si­ble pos­si­ble,” says Carl, the man­ag­ing direc­tor of Audi Hong Kong. “Fash­ion is about de­sign, new ma­te­ri­als and in­no­va­tion, as well as cre­ativ­ity— and we share the same pas­sion in the car in­dus­try. The num­ber-one rea­son to buy an Audi is the beau­ti­ful de­sign, very sim­i­lar to a fash­ion pur­chase. Audi prides it­self on ground­break­ing in­no­va­tion… in the same way that a designer may seek to trans­form an ex­ist­ing trend or look into some­thing pre­vi­ously unimag­ined. This de­sire to not just fol­low or keep up with trends, but to be ahead and set the trends, is one such shared ideal.”

To il­lus­trate the point, Audi dis­played one of its most sought-af­ter mod­els at the Hong Kong Fash­ion Ex­trav­a­ganza—the metal­lico­r­ange R8 Spy­der sports car. “It’s like a piece of art. It’s so well de­signed… such a beau­ti­ful car,” says Carl.

The ac­tion on the cat­walk also re­ceived an en­thu­si­as­tic re­cep­tion, with the very lat­est of­fer­ings from renowned de­sign­ers, in­clud­ing Hong Kong’s Eri and Philip Chu, New York’s Loris Di­ran, Stock­holm’s Lars Wallin and Bei­jing’s Wang Yu­tao. There was also a strong show­ing of lo­cal celebri­ties and so­cialites among the 1,600 guests, in­clud­ing fash­ion­ista Hi­lary Tsui, singer-ac­tors Ed­mond


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