With a shared passion for cutting-edge design, Audi teamed up with Hong Kong Fashion Week to sponsor its opening extravaganza, writes
Reinhold Carl says Audi shares the fashion industry’s passion for design, new materials, innovation and creativity
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