BMW x British Vogue
Launching BMW’s first editorial partnership
BMW. A household name, known for its performance, style, and the caliber of its products. Despite this, BMW was not connecting with female audiences in the UK.
The brand goal was to move the needle with women, but to do so with substance. Enter: BMW x British Vogue Forces for Change, BMW's first editorial partnership.
Forces For Change was an editorially-driven purpose led initiative, aimed at engaging new audiences by giving a platform to industry disruptors and inspiring leaders.
From regular in-magazine features to impactful interviews led by then-Editor-in-Chief Edward Enninful himself, it was a rich multi-platform content partnership that effortlessly wove together the values of both brands.
As the Creative Director for BMW, I worked closely with the team at British Vogue on all elements of the partnership.
All editorial features were carefully authored and photographed to ensure that the values of both brands shone through - forward-thinking, design-conscious, and progressive at heart.
This included not only interviews that put emerging stars - and the issues they care about - in the drivers seat, but also features that starred BMW's own internal talent (as photographed and profiled by Vogue). We didn't shy away from difficult or personal subjects; instead, we leaned into issues we knew our audience cared about with a tone that always felt authentic and personal.
The partnership was a resounding success for both brands and paved the way for new strategies for BMW to connect with difficult to reach audiences - authentically, stylishly, and with heart. With purpose at the core of the partnership, we were able to not only champion vital new voices but also showcase BMW's own vehicles and values in way that felt natural and earned. This led to many subsequent iterations of the partnership and the content surrounding it.