Lexus's Bejewelled Buckle Celebrates Beyonce's 'Cowboy Carter' Album

In celebration of the highly anticipated release of Beyoncé's latest album, 'Cowboy Carter,' Lexus Netherlands and DDB Amsterdam proudly present the Seatbelt Buckle. Crafted as an homage to the ground breaking artist, this unique belt buckle is designed to celebrate Beyoncé’s recent milestone in American country music. With her Number one smash hit 'Texas Hold 'Em,' Beyoncé made history as the first black woman to top the American country music charts. In the chorus, she references the iconic Lexus brand ("So park your Lexus (woo) and throw your keys up (hey)"), which inspired this unique idea.

Design: Redefining Luxury

The Seatbelt Buckle is inspired by the distinguished grille of the Lexus, adding a touch of luxury and sophistication to the design. Adorned with the emblematic Texas Lone Star as a tribute to Beyoncé's roots, the buckle design is further accentuated by 32 larger diamonds, symbolising her remarkable haul of 32 Grammy Awards. Designed to seamlessly complement any Lexus car belt, this limited-edition masterpiece will be sent to Beyoncé herself, while fans eagerly await their chance to acquire this coveted collector's item through Lexus's Instagram channel, @Lexusnederland.

John de Wit, campaign manager, Lexus Netherlands said, “It’s really cool having pop icon Beyoncé sing about Lexus. With her track 'Texas Hold ‘Em' and her new country album, she once again surprises and delights. With the Seatbelt Buckle, we want to surprise her; hope she likes it! I know I do.

Through this collaboration, Lexus aims to honour Beyoncé's remarkable achievements while also strengthening the bond between our brand and the music world. With this unveiling, Lexus showcases a style and sophistication that truly embodies our brand essence.”

Sander Litjens, creative director and Willem Slegers, copywriter, DDB Amsterdam said, "When we heard Beyoncé's new track, we immediately thought, 'We need to do something with this.' Lexus Netherlands saw the same creative opportunity. The Seatbelt Buckle illustrates that the brand understands cultural nuances and can respond to them. With it, Lexus creatively brings together the worlds of music and automotive in a harmonious way. That's a brand at its best."