And now for something completely different. Imagine wearing clothes created from the sustainable upholstery used in the electric Volvo EX30 – well, Volvo Car South Africa has a unique partnership where two talented South African designers used artificial intelligence (AI) to create these distinctive fashion pieces.
Under the banner ‘Designed with AI, Crafted by Humans’, fashion designers Fikile Sokhulu and Nao Serati Mofammere were asked to design an EX30-inspired Autumn/Winter 2024 garment. They were also encouraged to incorporate AI technology and sustainable practices into their creative process.
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“The new Volvo EX30’s interior features several renewable and recycled materials, reflecting our commitment to sustainability. This fully electric car also boasts advanced driver-assistance and safety features, which we see as precursors to future AI technologies,” says Marishka Govender, Volvo Car SA's chief financial officer.
"We wanted to show the public sustainability and advanced technologies such as AI can harmoniously coexist with human-centric ideas of beauty and creativity. As a brand pushing the boundaries of automotive technology and beyond, we aim to spark conversations about AI's potential applications."
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Fikile Sokhulu, who holds a Master’s Degree in Business and Brand Management from the Milan Fashion Institute, is celebrated for her work with natural fibres due to their biodegradable qualities. Inspired by her cultural heritage and a deep respect for nature, Sokhulu’s approach aligns with Volvo’s dedication to sustainability and responsible luxury.
Using materials from the Volvo EX30’s Indigo interior theme, which includes a studio-inspired recycled textile paired with Nortico and denim fibres from old jeans, Sokhulu integrated Meta AI into her creative process to design an outfit specifically for EX30 Champion Thea Booysen.
“Driving the EX30 feels like taking off in an aeroplane, so I wanted to capture that sense of freshness and lightness in my design. The fabric was easy to work with, allowing me to incorporate both symmetry and asymmetry naturally,” Sokhulu explained.
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Nao Serati Mofammere, a LISOF graduate who launched the Nao Serati brand in 2014, is known for his unisex garments with a South African twist. His ability to blend conceptual fashion with practicality made him an ideal partner for Volvo to explore how automotive materials can be reimagined in fashion.
With input from Midjourney AI, Mofammere’s design uses upholstery from the Volvo EX30’s Mist interior theme, which includes a responsibly sourced wool blend and textile inlay mats made from recycled fishing nets. The striking outfit was designed for EX30 Champion Lasizwe Dambuza.
“My process involved cutting up the fabric and weaving it back together, inspired by the recycled fishing nets used in the EX30’s inlay mats. I embraced AI’s ideas, creating something unique from this technology,” Mofammere said.
The resulting outfits will be displayed at various Volvo dealerships across South Africa.
Colin Windell
Proudly CHANGECARS
