Audi is stepping outside the traditional lanes of car advertising with its new campaign “Audi Car Couture”, conceived by BBH and launched to coincide with one of the biggest moments in the global fashion calendar. Instead of relying on glossy shots of its vehicles, the brand is showcasing the artistry behind its engineering by drawing a parallel with haute couture.
The campaign reimagines Audi car parts as flat lay dressmaking patterns, a visual metaphor designed to emphasize the meticulous craftsmanship, precision, and innovation that drive both fashion design and automotive engineering. Illustrator James Carey collaborated with a professional pattern cutter to bring this vision to life, transforming mechanical components into artistic fashion blueprints.
Targeting a luxury and design-savvy audience, Audi positions itself as more than a carmaker—it is a brand at the intersection of performance, design, and culture. “Audi and fashion share many principles. One of them is great design,” explained creative director Uche Ezugwu. “With this campaign, we wanted to show Audi in a completely unexpected way, bringing the precision and craftsmanship of their engineering into the world of fashion.”
By embedding itself in the cultural dialogue around design, Audi underscores its philosophy of Vorsprung durch Technik (“progress through technology”) while speaking directly to consumers who value style as much as performance. The campaign will run in contextual Digital Out-of-Home placements across London, supported by media planning from PHD.
