Andy Madeleine Captures the Cross Over Clothes and Cars for Hypebeast

Shot in New York and remotely in Munich this film tells the story of the design collaboration between BMW and Kith.

A short documentary for HYPEBEAST highlighting BMW’s latest collaboration with KITH, a New York based fashion brand. The documentary features BMW’s Anne Forschner, and KITH’s Ronnie Fieg, and follows the process of design and discusses the inspiration behind the BMW X KITH M4, as well as a complimentary clothing collection.

Both BMW and KITH are selective in their partnerships. For BMW- this project made sense because it will help them introduce the M4 to a new generation, for KITH, it was an opportunity to step outside of clothing design, and try its hand at automotive.

To share the process of design and inspiration behind BMW X KITH’s latest collaboration.

The documentary was shot between NYC and Munich, with the Director, Andy Madeleine, directing the Munich portion remotely from NYC. Production through My Accomplice was anchored in London, where Hypebeast’s team was also based. 

"The process of car design is so technical, so precise- yet much of it deals with emotion, instinct. I wanted to craft the narrative, the flow, and display the process in a way that honoured both sides. I also wanted to honour both Anne and Ronnie’s inspirations and sensibilities. Anne is an amazing, innovative automotive designer- she’s a master of her craft, and makes her mark with a great degree of precision and intention. Ronnie is also an innovator, creating clothes with inspiration that comes from a very personal place- much of which deals with an emotional connection to his upbringing in NYC. For the look- I wanted to create something unique for this piece, while also trying to pay homage to classic car ads from the 80s and early 90s- evident in the colour palette and the way that the piece was shot."  Andy Madeleine