The Wash

25th August 2011


Car ads are really stepping up a gear this year. You’ve already seen Mercedes-Benz’s tongue-in-cheek lads’ mag style Spring/Summer 2012 campaign with Jessica Stam getting steamy in Ungaro for Terry Richardson.

But Vauxhall certainly wasn’t going to be outdone by the high fashion brigade. Staying true to its edgy Vauxhall Fashion Scout roots, the brand tapped hip mens’ streetwear designer of the moment, James Small, director Konstantinos Menelaou (behind Diane Pernet’s A Shaded View of Fashion film) and one Jaime Winstone as lead Vauxhall diva.

Wash does the double, showcasing James’ S/S 2012 Miami rockability collection and announcing Vauxhall Motor’s patronage of the innovative British menswear designer as part of this season’s Vauxhall Fashion Scout.

Turning the traditional carwash fantasy on its head, Jaime stars as a hot young woman who spends her days driving from carwash to carwash to watch hot guys washing her mean machine while she stands back and presses play on her boom box. Says Menelau, “We wanted to subvert the male dominated fantasy of the carwash as it traditionally portrays an object of male power (the car) being cleaned by an object of male desire (the girl). In this case we reverse the roles and we give the power to the woman”.

Now that’s what we like to see…

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