Hyundai enlists designer Emma Mulholland and Elle Magazine to create a jacket that emanates its Veloster

Hyundai has teamed up with designer Emma Mulholland and Bauer Media’s Elle Magazine for its latest Veloster campaign.

Firstly, Elle Magazine’s digital channels called for an aspiring designer to work alongside Mulholland to help create a Veloster double-sided jacket. Following the jacket’s creation the story of its design was told through a number of videos as well as editorial and online content across Elle and Bauer publications.

According to the designers, ‘the pinstriped day side of the jacket features red stitching to match the car’s red line leather interior along with a hidden pocket that speaks to its hidden third door, highlighting the car’s practical side. The after-hours side of the jacket aims to seamlessly take the wearer from daytime and office to nighttime, street wear. On the back, an embroidered sun passes the baton on to the moon while black and yellow banding reflects the two-tone roof and speed-stripe sleeves talk to the Veloster’s sporty nature’.

Another element to the campaign will give readers the chance to win a jacket, whilst another will be placed up for auction to raise funds for the Australian Cervical Cancer Foundation.

The print execution for Hyundai

Innocean executive creative director, Steve Jackson, says: “Not only does the Veloster have two sides but we also discovered Veloster fans do too. More than most, there is a work-appropriate, professional sensible side and a more carefree, out-of-office adventurous side. As they also tend to be fashion-conscious women, the idea was to produce the perfect piece of clothing for those who live a double life.”

Hyundai Motor Company director of marketing, Bill Thomas, adds: “The Veloster market is a niche one, so we wanted to be targeted with our approach to create something that would really appeal to them. Furthermore, being a three-door coupe provided us the opportunity to do something a bit alternative given it’s so different to all other Hyundai cars.”

Photography for the campaign was done by Juliet Taylor of Pool Collective.


Client: Hyundai Motor Company
Director of Marketing: Bill Thomas
Product Marketing Manager: Helen Gilmartin
Marketing Specialist: Kelly Chung

Agency: Innocean Australia
Executive Creative Director: Steve Jackson
Art Director: Katie Kidd
Writer: Charlotte Taylor
Group Business Director: Philip Sherar
Senior Business Director: Jo Movizio
Account Manager: Dakota O’Brien
Agency Print Producer: Warrick Nicholson

Publishing Company: Bauer Media

Production Company: The Pool Collective
Photography: Juliet Taylor
Retouching: Cream


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