Genesis Is In Vogue at New York Fashion Week

Cars on the red carpet? Yes! Genesis appeared alongside models and celebrities for Vogue World and New York Fashion week, showcasing personal, emotive and modern design.

Tanya Gazdik With The Genesis Gv60 At Vogue World
Tanya Gazdik with the Genesis GV60. Notice the red phone booth in the background?

Genesis Walks the Red Carpet for Vogue World

From the very first time Genesis appeared at the Detroit auto show in 2008 under the auspices of Hyundai, it was clear that the brand was not like the others.

Like a pair of Prada loafers in a sea of old white tennis shoes, the vehicles had a je ne sais quois, a panache, an energy that was modern, unique and future forward.

So it’s not a stretch that the now stand-alone brand has aligned itself with the world of fashion and up-and-coming designers.

Related: Genesis Partners with Vogue and Designer Monse


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New York Fashion Week: The Hottest Ticket in Town

A year ago I got one of the hottest, most squeal-worthy invites around: the chance to attend the Vogue World Fashion Show at New York Fashion Week. It was everything I hoped for and more — celebrities, fashion, trends, drama and of course, cars. It was definitely one of the coolest things I’ve had the chance to experience.

This year, the Vogue World show moved to London and I was invited once again, this time to a watch party in New York City. Even though the show was was shown on a huge screen rather than playing out IRL, it was a definite see and be-seen type of event.

A gorgeous red Genesis GV60 was on display at the party, which had a London theme, including a vintage British phone booth and classic British dishes, including tiny tea sandwiches and “fish and chips,” which was a tiny piece of fish on top of a potato chip (so clever!)

Leading up to the livestream, music was supplied by a string quintet. Several celebrities, including model Winnie Harlow and designer Stella McCartney, were shown arriving at the London event in Genesis vehicles, including the GV60 and electrified GV70.

It was quite the red carpet and a perfect showcase. While some vehicles are utilitarian, the touches inside a Genesis are more like a smart handbag or an intimate salon: thoughtful, elegant design, put together with a vision and designed to inspire a mood.

Related: Luxury, Performance, Electric: Genesis Electrified GV70

Tanya Gazdik With The Genesis Gv60 At Vogue World

Tanya Gazdik with the GV60. Notice the red phone booth in the background?

Does a Car Belong on the Red Carpet?

Personal expression is the connected thread between fashion and your choice of automobile, says Wendy Orthman, Genesis Motor America executive director of marketing.

“From the colors you choose, to the textures you touch, to the accents of metal, wood or contrast stitching; the parallels of what luxury vehicle or fashion accessory appeals to your senses are vast,” she told me. “In both cases, your choice can also be a statement of your passions, from power, to technology, to sustainability, fashion and vehicles allow you to purchase based on your values and visions for the future.”

Related: What Drives Her – Genesis Executive Director of Marketing Wendy Orthman


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The Future of Luxury – and Fashion – Is Diverse

The “luxury disruptor,” those unafraid to try something new, to define a trend, to find personal expression in their choices, is also the Genesis customer. They are comfortable making a distinct personal statement in their choice of personal style and, certainly, through the head-turning vehicles they drive, she says.

“One of my favorite trends in modern fashion is seeing all the diversity,” Orthman says. “There was a time when conformity was required to be cool. Today’s fashion designers have so much more variety and options for men and women regardless of body type, life stage or personality.

To connect with this customer, the brand is centered around curating personalized experiences for each of their customers, who they refer to as “honored guests,” or the Korean cultural philosophy of “son-nim.”

It plays out not just in the shopping and sales experience, but in everything that its cars are. “From biometric technology that recognizes your face to open the door, to your ability to customize the interior color, your seat massage style or vehicle scent, we are taking personalization to new levels,” Orthman says. “Between our diverse color palette and customizable technologies, we are embracing the unique person buying our vehicles and enabling them to create the Genesis that is uniquely their own.”

And to be perfectly in vogue.

On The&Quot; Red Carpet&Quot; At Vogue World

On the” red carpet” at Vogue World; left to right: Jaclyn Trop, Tamara Warren and Tanya Gazdik.

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Tanya Gazdik covers automotive, financial services, travel, sports, and pets for MediaPost's "Marketing Daily." She is the chief programmer... More about Tanya Gazdik