The only thing I like more than Rolls-Royce cars and its branding is a proper Rolls-Royce press release. This one is about the ‘Wraith – Inspired by Fashion’, so buckle up!
Seriously, I have nothing to add, they got this covered just fine:
The marque’s first showroom in Conduit Street, Mayfair was founded a short step from London’s famous centre of tailoring excellence, Savile Row. Here, Sir Henry Royce and his partner The Honourable Charles Rolls echoed the offerings of their illustrious neighbors by providing London’s most stylish denizens with the automotive equivalent of the finest cloths; a perfectly engineered Rolls-Royce chassis and running gear. The customer would then call upon their preferred coachbuilder, who would furnish the car with personal touches and accoutrements specified perfectly to their requirements.
A century later, a bold new generation of customers continue to share the same appetite for commissioning expressions of their taste and lifestyle. ‘Wraith – Inspired by Fashion’ provides a modern take on this grand tradition. Akin to commissioning a fine suit or elegant piece of couture, the journey of creating a highly Bespoke Rolls-Royce motor car begins at the marque’s equivalent of the tailor’s atelier, the Bespoke Design Studio at the Home of Rolls-Royce in Goodwood, England. Here, the Designers honed the aesthetic theme of the car, drawing inspiration from colour palettes, materials and techniques used in the world of high fashion. The result is an extraordinary interpretation of Wraith’s characteristic blend of power, style and drama.
Giles Taylor, Director of Design for Rolls-Royce Motor Cars, commented:
This iteration of Wraith provides a canvas for materials and finishes most commonly associated with the world of fashion. Inspiration was sourced from international catwalks and Bespoke Tailors, resulting in an aesthetically stunning and sartorially on-point motor car.
Catwalks, eh? More like manual labour.
And there’s more:
‘Wraith – Inspired by Fashion’ two-tone exterior color scheme of Andalucian White and Arctic White offers a neutral setting for a choice of accent colors, namely Jasmine, Tailored Purple or Mugello Red. Wraith’s signature shoulder-line is accentuated deftly with the addition of a hand-applied feature-line in the chosen highlight colour, alluding to the divergent interior of the motor car.
Like the finest Bespoke garments, beauty is found in the subtlest details. On opening Wraith’s coach-doors you will find a contemporary impression of the car’s classic Arctic White and Black interior color scheme. Beyond the traditional placement of embroidered headrests, seat stitching and piping, the accent color has found an elegant new application via a striking two-tone composition steering wheel. A seamless stitch, a highly complex craft technique from the world of fine tailoring, was mastered and applied to the wheel by the craftspeople in the Leather Shop at the Home of Rolls-Royce.
The very finest garments are crafted exclusively from the most luxurious materials – with tactility, comfort and quality as important an attribute as the aesthetic of the piece itself. The Bespoke design team took inspiration from this approach in appointing the car’s front and rear door pockets with fine silks, adorned with an abstract representation of the Spirit of Ecstasy with each emblem set precisely at fifty-five degrees to complement the lines of the door.
The remarkable craftsmanship and attention-to-detail employed in the creation of any Rolls-Royce is evident in the exquisite application of wood to the dashboard, with the lacquering process for ‘Wraith – Inspired by Fashion’ alone taking nine days to painstakingly complete. This is completed elegantly with the integration of a Bespoke Clock, set as a piece of jewellery, styled exclusively to emit a pearl effect, reminiscent of silk fabrics.
The contemporary fashion theme is completed with the integration of welting, a specialist technique most commonly associated with Bespoke tailoring. Presented as a colorful silk strip, the welting stylishly frames Wraith’s signature leather door-panel.
See that door-panel? It’s very nice indeed.
This press release was written by bespoke fingers:
The remarkable success of Wraith in attracting a new generation of successful entrepreneurs to the marque has been underpinned by a surge in demand for Bespoke personalization – a remarkable 95% of all Wraith motor cars left the Home of Rolls-Royce with an element of Bespoke design last year, giving bold expression to the notion that Bespoke is Rolls-Royce.
To mark the occasion of the creation of this timeless Wraith, the motor car took part in a landmark shoot on the production line at the Home of Rolls-Royce in the South of England. The luxurious materials and distinctive features presented in the motor car were accentuated by fashion models, set against a backdrop of the hand-made motor cars.
In case you would like to take a slightly less glamorous tour at the Goodwood factory, please follow my adventures here, while if you would like to check out some pretty detail shots of the ‘Wraith – Inspired by Fashion’, just keep going.
I’m not a fan of white leather interiors, but this is a tasty one...
Damn it Rolls-Royce, it’s nice!
Photo credit: Rolls-Royce
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