Hyundai and Amsterdam Fashion Week are thrilled to announce their official partnership for the upcoming 2024 Edition. This collaboration confirms Hyundai’s steadfast commitment to environmental responsibility, aligning with the company’s vision of “Progress for Humanity”.
The union between Hyundai and AFW is a celebration of shared values—innovation, sustainability and design and the drive to foster a more environmentally friendly future.
Hyundai is collaborating with circular fashion brand MARTAN during AFW Edition 2024, to further promote sustainable practices within the fashion industry. This partnership aims to inspire other companies to adopt similar approaches, contributing to a better future for generations to come.
“Collaborating with MARTAN is a natural fit for Hyundai, aligned perfectly with our commitment to a more sustainable future,” said Laura Rathai, Marketing Director at Hyundai Motor Europe. “Just as their creations show that new virgin materials do not need to be produced to create amazing fashion pieces, our cars incorporate sustainable materials that ensure high quality while reducing the impact on the environment.”
Hyundai will showcase the newest electric urban car “the INSTER” and its endless possibilities for the first time in The Netherlands. Fashion designers and influencers will take place in the car for several car talk videos where they share their vision about sustainable fashion, and the car will be used as a DJ booth thanks to its vehicle-to-load function, enabling the car to give energy to electric devices.
This year, Hyundai will develop an exclusive merchandise collection for invitees of AFW, crafted from INSTER seat materials, showcasing the company’s dedication to upcycling. These fabrics, made from recycled PET bottles, illustrate Hyundai’s pioneering approach to transforming waste into high-quality, fashionable products.
Leon van Schie, General Manager Marketing of Hyundai Motor Netherlands, looks forward to Amsterdam Fashion Week: “The partnership with AFW is a great platform for Hyundai to connect with target groups who do not know yet our brand as a frontrunner in terms of design and electric mobility. AFW and Hyundai share the same values and we are very happy to present our newest electric urban car Hyundai INSTER that has been inspired by fashion and sustainability, in different ways during AFW”.
“We are proud to collaborate with Hyundai throughout Amsterdam Fashion Week 2024. Hyundai’s focus on impeccable design, innovation, and sustainability seamlessly aligns with the vision we have, making it the perfect car partner of the upcoming edition. Amsterdam Fashion Week is where creativity meets purpose, and this partnership with Hyundai exemplifies our commitment to pioneering a more sustainable future in fashion. Together, we showcase an inspiring meaningful change in the industry.” – CEO of Amsterdam Fashion Week, Danie Bles
Additionally, Hyundai will host the AFW opening dinner on Monday, September 2. As AFW’s official mobility partner, Hyundai will also provide the mobility service for invitees throughout the event.
For more information on Hyundai Motor Netherlands’ sustainability initiatives, visit https://www.hyundai.com/nl/nl/een-betere-wereld.html
