Wednesday, 2 November 2011

From Formula One to fashion

Untitled from Saul Guzman on Vimeo.

When I was little and living in Brazil, I used to watch the start of Formula One races and then ask my grandad to call me when it neared the end. I found it a bit boring to watch the whole thing but thought it was quite cool to be a (part-time) fan of Formula One. My so-called commitment to the sport has obviously waned, as I had no idea that the late, Brazilian racing driver Ayrton Senna had a nephew, Bruno Senna, who is a rising star of Formula One. It was fashion that brought us together…


Bruno made his Formula One debut in 2010, I’m told, driving for Hispania Racing, and earlier this year, replaced Nick Heidfeld as a driver for Lotus Renault, part of the Lotus group which also owns clothing brand Lotus Originals. Bruno has become the face of the brand for autumn/winter 2011 and I’ve been sent a behind-the-scenes shoot of the campaign. I can’t believe how alike Bruno and Ayrton look. He certainly shares his uncle’s model looks. And what a stroke of marketing luck that the campaign follows hot on the heels of the critically-acclaimed film Senna about Ayrton’s career…

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