September 20, 2002

BMW Auto Couture 540i sedan featured in Bloor Yorkville

Whitby - BMW Group Canada and Hoax Couture will showcase the BMW Auto Couture 540i sedan in Toronto by putting it on display in the Village of Yorkville park on Cumberland Street. The car will be on display through September 29, 2002 and showcases the custom designed vehicle created by Jim Searle and Chris Tyrell.

The BMW Auto Couture competition focused on the creative talent of 13 prominent Canadian fashion designers, who submitted their ideas for the customisation of the interior and exterior of a BMW 540i sedan. Hoax Couture was declared the winning entry through a combination of votes collected through www.bmw.ca and the decision of an industry jury.

"BMW has a long standing relationship with the creative arts, beginning with the BMW Art Cars designed by artists like Warhol, Calder and Rauschenberg to the sedan designed by Karl Lagerfeld," explains Hendrik von Kuenheim, President and CEO of BMW Group Canada. "We created the BMW Auto Couture competition to showcase the tremendous wealth of talent that exists in the Canadian fashion industry."

The Hoax Couture inspired BMW features an exclusive exterior paint colour chosen by the designers when they met with BMW's automotive designers in Munich earlier last year. Hoax's two designers also incorporated various elements of fashion such as corseted seat covers and a custom Hoax Couture logo print in their winning design.

"Hoax Couture is thrilled to have this opportunity to work with BMW on this project. We see our winning entry as a fusion of the precision engineering and elegant lines of BMW and Hoax Couture style and flair," said Jim Searle, co-designer at Hoax Couture.

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