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Automotive luxury as event fashion direction

Creative direction for the GIMS presence at the Geneva International Motor Show, translating a red-and-black automotive language into tailored event uniforms.

  • Event Creative Direction
  • Moodboard & Colour
  • Styling Direction
  • Pitch Deck
The GIMS moodboard, built around automotive red and black.
  • The “Epitome of Luxury” moodboard spread, collaging automotive form and red fabric.
    Luxury reference board
  • The colour system spread, specifying GIMS white and GIMS light grey against red.
    Colour system & specification

The objective

A coherent, premium GIMS presence on the event floor, read by international press, buyers and exhibitors. That audience sees the stand and the people on it as one object.

The direction took the automotive red-and-black palette off the cars and into tailored event uniforms: a moodboard and colour system, male and female outfit sketches, and styling references.

Pitch deck · 7 selected slides

The pitch deck

The deck carried the uniform idea from mood and styling references into technical flats, material callouts and production-ready notes.

  • The GIMS creative direction deck cover with automotive mood imagery and the phrase A True Epitome of Luxury And Opulence.
    Cover · automotive luxury mood
  • Female GIMS styling reference with a red tailored look.
    Female styling reference
  • Male GIMS styling reference with a black tailored look.
    Male styling reference
  • Technical design slide for the female coat and pants with measurements.
    Female technical flat
  • Annotated female outfit sketch specifying fabric, belt, closure and care instructions.
    Female specification
  • Male styling and tailoring references for the GIMS uniform direction.
    Male image references
  • Annotated male outfit sketch specifying satin, poly-viscose, hidden press button and finishing details.
    Male specification
The styling reference for the female look: a red tailored coat and trousers over white.

From reference to specification

Each look was carried the whole way: styling reference, technical flat, then a specified sketch calling out fabric, lining, closure and trim. That last step is what lets a supplier quote it.

  • Technical design flats for the female coat and pants with measurements.
    Technical design
  • The annotated female outfit sketch specifying fabric, belt and press-button closure.
    Specified sketch
  • Female event outfit sketch in the GIMS red and black palette.
    Female styling
  • Male event outfit sketch in the GIMS red and black palette.
    Male styling

Designed to survive the day

Event wardrobe fails on practicality more often than on taste. The garments were specified for comfort across full event days, and limited to finishes repeatable at uniform quantities, so the direction could actually be produced rather than only presented.