In recent years, the bikercore trend has surged, showcasing the fusion of motorcycle jackets with high-fashion pieces like Balenciaga. This trend is not just a style statement but a powerful symbol of freedom, confidence, and empowerment. With stars and influencers embracing this look, the motorcycle jacket has become a significant fashion item, far beyond its original purpose.
Honda Moto has adeptly capitalized on this trend, evolving from a renowned motorcycle manufacturer to a significant player in the fashion world. Collaborating with various brands, Honda’s motorbike-inspired fashion pieces are now sought after on second-hand websites alongside luxury brands. This crossover highlights the growing appeal of Honda’s products, but it also raises the question: Are fashion enthusiasts aware of Honda’s core products—the motorcycles?
To bridge this gap, DDB France orchestrated a compelling campaign during Paris Fashion Week. Honda Moto presented a series of visually striking diptychs, each pairing a stylish motorcycle jacket with one of the brand’s iconic motorcycles. This clever presentation not only showcased the aesthetic synergy between Honda’s fashion and motorcycle lines but also underscored the brand’s versatility.
In a dramatic shift, Honda Moto also took the bold step of unfollowing all its social media accounts, redirecting its focus exclusively on the fashion industry. By following major trendsetters like Vogue, Elle, Dazed, Loic Prigent, Rihanna, and Kim Kardashian, Honda aligned itself with the elite of the fashion world.
The campaign’s impact was substantial. Both the on-site and online efforts drove increased traffic to Honda’s motorcycle website, demonstrating a successful blend of fashion and motorcycling. Furthermore, it strengthened Honda’s inclusive brand image, effectively uniting hardcore motorcycle fans with fashion enthusiasts.
This innovative approach by Honda Moto not only elevated its presence in the fashion domain but also reaffirmed its position as a forward-thinking brand that bridges the gap between style and substance.
Credits:
Client: Honda Moto France
Managing Directo : Frédéric Puybareaud
Marketing Department Manager: Julie Coriol
Communication Manager: Valérie Larousse
Advertising Agency: DDB PARIS
CCO: Alexander Kalchev
Copywriter: Julien Kosowski
Art Director: Jenna Haugmard
Vice President: Vincent Léorat
Account Manager: Tom Salvan
Strategic Planner: Claude-Henri Galbois
Art Buyer: Fabien Donnay
Print Production: Erick Barbotte, Corinne Vulliez
Social Media : Yannick Leon, Sirine Mokdes, Éloi Vinet.