The Wall Street Journal-20080214-Style -- Reinventing the Wheel- When Fashion Meets the Road

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Style -- Reinventing the Wheel: When Fashion Meets the Road

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[The latest car trends]

-- What It Is: Auto makers are turning to the fashion world to inject some hipness into their brands and distinguish themselves as car features and reliability become more standardized. But recent collaborations are straying further outside the practice of merely tapping a designer to suggest color combinations and fabrics. In the 1970s, fashion designers like Emilio Pucci, Bill Blass, Hubert de Givenchy as well as mainstream brands like Levi's created special- edition interiors and color-combinations for brands such as Lincoln's Mark series and the AMC Gremlin. Now, the collaboration between the two industries includes unique marketing efforts like running shoes with auto-design styling.

-- How to Get It: For the new 2009 Ford Flex crossover SUV, Ford designer Anthony Prozzi used Harris tweed-like fabric on the door panels and seats for the base model, while the luxury version features black-leather quilted seats that suggest high-end handbags. "When you look at the interior, it directly reflects how we dress today," he says. For the launch of the 2008 Mini Cooper Clubman, Mini teamed up with Japanese sneaker firm Onitsuka Tiger. Limited-edition running shoes incorporate six design features from the car itself, including a dual-tone color scheme and a mesh pattern on the front and back of the shoe similar to Mini's grille. For the Volkswagen AG's 2007 Audi R8, the car maker hired fashion designer and photographer Karl Lagerfeld to shoot an exclusive R8 calendar for customers. The designer was inspired to photograph the car as if it were a fashion model on location, shooting it in black and white, according to Audi representatives. Last year, Volkwagen offered accessories for the female customers of the Eos coupe convertible such as specially- designed silk scarves, a cashmere wrap and driving blanket by design brand Lutz + Patmos.

-- Upside: For people that view their cars as fashion statements, there are increasing options that match your ride to your lifestyle.

-- Downside: You might seem a bit car- or fashion-obsessed wearing your car's features on your feet or driving a car with designer details. As for auto makers, choosing the wrong partner can result in turning off the very demographic they are trying to woo.

-- Cost: The Harris tweed-inspired panels and seats are included on the base price of the Flex; the leather seating is an upgrade option. Ford hasn't announced pricing yet. The Mini-edition Onitsuka Tigers are $120 and are only available at Mini dealerships in the U.S.