16th -18th June, Morgan’s Jon Wells (Head of Design) and Michael Smith (Multimedia Designer) exhibited a fleet of Morgan cars at several high profile events in London in partnership with Timothy Everest for the #LCM opening collections.
London kick starts the menswear fashion calendar with a biannual showcase of British brands and businesses embedded in a cultural programme. ‘London Collections: Men’ emphasises both the creative and commercial importance of Britain’s brands and emerging talent as well as the rich cultural landscape that contributes to the inspiration and success of this sector. All events on the schedule are designed to showcase the breadth of British fashion talent, from the world’s most innovative emerging talents to global menswear brands and Savile Row tailors.
Every Morgan vehicle is tailored to suit its owner. An extensive range of options allow customers to own a vehicle that not only displays their personality but also becomes an extension of their lifestyle. This year’s LCM was the perfect platform for Morgan Motor Company to showcase its current range of Sports vehicles and their ability to do just this.
Escorted by Morgan Designs two young designers; a Morgan 3 Wheeler, NEW 3.7 Roadster, and a stunning Aero Coupe could be seen all over London, wowing crowds at the week’s key events and openings.
The weekend was kick-started in style when the Morgan 3 Wheeler was selected by David Gandy to be his personal transport to arguably the biggest of the collection openings. David Gandy is an internationally acclaimed Male supermodel and a self-proclaimed car fanatic. He has recently completed the Mille Miglia in a 1950’s Jaguar XK120, and we were honoured that he felt the Morgan was the perfect complement to his fashionable arrival. Cue the paparazzi, sunglasses and tyre smoke…
The amazing spectacle the three Morgan’s made around London was made possible in part by numerous celebrity interests, but largely through collaboration with company friend and Morgan enthusiast Timothy Everest;
Timothy Everest, MBE, is a bespoke tailor and designer who has dressed an extensive A-list of the worlds most famous people. Everest was one of the leaders of the New Bespoke Movement, which brought designer attitudes to the traditional skills of Savile Row tailoring. Everest is now at the forefront of the bespoke casual movement which, as the name suggests, provides individually tailored casual clothing of Savile Row quality.
Timothy’s most recent collaboration is with the luxury brand by revered tattoo artist Horiyoshi III and has been launched at this year’s London Collections: Men’s. The project draws on the parallels of the craftsmanship of bespoke tailoring and tattooing.
Morgan Design has worked with Timothy to produce a custom-made Roadster, emblazoned with one of the prints used in the collection, which is based on one of Horiyoshi III’s beautiful original drawings. The striking white and black Roadster 3.7 features hundreds of individually applied Bats and will continue to make its merry way around London throughout June.
The project launch on Monday night at the ICA saw Tilda Swinton, who took a starring role in the accompanying film directed by Johnnie Shand Kydd, joining the likes of Tracey Emin, Jefferson Hack, Mary McCartney, Jasmine Guiness and Stella McCartney among guests who watched a live tattoo performance by Horiyoshi III's apprentice Alex Horikitsune Reinke, as well as a live tattoo makeup application by MAC.
The Roadster car sat alongside a Morgan 3-Wheeler and an Aero Coupé outside the show, and drove delighted guests to and fro during the evening.
The entire weekend’s events will be portrayed in a short video launched later this week. There'll be more about the launch and week at LCM on our social media platforms, so do check back.