Today, BMW showcases its commitment to contemporary luxury with the introduction of the BMW XM Mystique Allure – a pioneering collaboration merging high fashion and automotive design. Inspired by the iconic supermodel Naomi Campbell, this groundbreaking vehicle integrates premium materials reminiscent of haute couture, while renowned Hollywood composer Hans Zimmer lends his distinctive soundscape to complete the symphony of style.
This unveiling signifies the apex of BMW’s longstanding collaboration with Campbell, following her prominent role in the 2023 “Dare to be You” BMW XM campaign, celebrating individuality and confidence. Campbell herself receives a bespoke BMW XM, tailored to her unique style and persona.
Drawing from Naomi’s adoration of a particular hue, the vehicle’s outer surface proudly showcases a vibrant Ultramarine tone, enhanced with a sleek matte texture. Evoking the essence of opulent textiles found in upscale fashion, this design effortlessly merges interior and exterior, incorporating lavish velvet and glistening Frozen Metallic sequins that radiate a spectrum from vivid violet to profound ultramarine.
The BMW XM Mystique Allure transcends the realm of mere aesthetics. Crafted by the renowned Hans Zimmer, its sound experience draws inspiration from Naomi Campbell, enriching the progressive luxury of this exceptional vehicle. Collaborating since 2021, BMW and Hans Zimmer have meticulously crafted emotionally resonant drive sounds for electrified BMW models. With the BMW XM Mystique, this collaboration reaches new heights, as the unique soundscape mirrors the avant-garde design influenced by Campbell, challenging conventions and redefining progressive luxury.
Reflecting the opulence and ingenuity synonymous with BMW and Naomi Campbell, the BMW XM Mystique Allure epitomizes the pinnacle of BMW’s design and craftsmanship. It embodies the essence of the BMW luxury lifestyle, exuding boldness and innovation at every turn.
The grand reveal of the BMW XM Mystique Allure takes place at the prestigious Cannes International Film Festival, where BMW proudly continues its partnership for the third consecutive year. Amidst the glitz and glamour of the festival, Campbell graces the red carpet to unveil this couture-inspired automotive masterpiece, a fusion of bold design and unparalleled elegance.
“Presenting the BMW XM Mystique Allure at Cannes Film Festival 2024 marks BMW’s ongoing vision in contemporary, progressive luxury,” says Stefan Ponikva, Vice President BMW Brand Experiences. “Inspired by legendary supermodel Naomi Campbell, this is the first ever BMW tailored with high fashion materials.”
“Witnessing BMW’s vision for the BMW XM Mystique Allure come to life has been truly incredible,” says Naomi Campbell. “I feel deeply honored to have sparked the inspiration for their first-ever high-fashion show car, which stands as a unique masterpiece in every aspect.”
