Paris Fashion Week 2026 has seen an unusual trend: car brands are increasingly collaborating with high-end fashion houses.

Supermodels have appeared alongside vehicles, including a Toyota HiLux, as automakers aim to reach new audiences and expand revenue streams.

This merging of automotive culture with fashion is a growing phenomenon, with brands seeking to capitalize on loyal fan bases.

Automotive Collaborations Gain Popularity

Historically, car enthusiasts have been divided by brand loyalty, from Holden versus Ford to Tesla followers and Ferrari’s global fanbase.

Automakers are now leveraging these communities through collaborations.

Ford partnered with Dr. Squatch on a Bronco-branded soap, selling 40,000 bars in three days.

Dodge joined LA streetwear label Warren Lotas for a special edition line that sold out in under an hour.

BMW teamed up with Kith, while Mercedes-Benz collaborated with Moncler.

Even luxury car maker Bugatti has worked with Adidas on limited edition football boots.

New EV companies like China’s Nio have adopted lifestyle-focused approaches, offering fashion and homewares through Nio Life stores worldwide.

Ferrari Leads the Fashion-Forward Strategy

Ferrari has taken an ambitious approach to fashion, generating $1.1 billion in 2024 from lifestyle, fashion, merchandising, and licensing revenues.

The brand employs a dual strategy: exclusive vehicle sales and widely accessible branded merchandise.

Rocco Iannone joined Ferrari in 2019 to oversee brand diversification, streamlining existing merchandise and introducing ready-to-wear collections.

Maria Carla Liuni, appointed chief brand officer in 2022, brought fashion expertise to guide the company’s expansion into clothing and accessories.

In 2024, Ferrari held a show at Milan Fashion Week, and it plans to open boutiques in London and New York focused solely on fashion products.

Challenges of Car-to-Fashion Transition

Industry experts note that while fashion collaborations help reinforce design credibility, translating a car brand into a fashion house is difficult.

Damien Woolnough, fashion editor, explains that fashion brands entering automotive circles is easier than the reverse.

Range Rover is also venturing into high fashion with its London Collection, featuring luxury jackets, scarves, and blankets at premium prices.

Toyota has explored similar avenues, collaborating with designer Jun Takahashi for a one-off vehicle showcased at Paris Fashion Week 2023.

Automakers are increasingly betting that merging vehicles with high fashion can attract younger consumers and strengthen brand loyalty.