[TOP 10 TUE THURS] Student Finalists Show at the 1st Annual Scion Driving Fashion

A couple of years ago, Toyota (tired of being called old and dependable) launched a modern car brand aimed at the 20-something-year-old hipster generation that had just started to take hold. Armed with rounded corners, neon lights, and shiny online marketing, Scion is more than a car, it's a lifestyle. If you have doubts, think about anyone you know that owns one or check out some of the videos on their YouTube channel.

As a brand, two good things to consider are how you're reinforcing your brand and how you're evolving it. By sponsoring a student fashion show and scholarship competition last week, the Scion of Lewisville did both.

In hosting a fashion show, Scion is basically saying that their customers are stylish people. And while Mercedes-Benz is associated with the hi-glam fashion of NY Fashion Week, Scion is linking itself up with indie fashion and it's (young) demographic. They've already said that this one of many shows and there was talk about other cities. Now that's brand evolution.

The competition centered around creating a collection inspired by the Scion brand. It had a lot of entries, all vying for $10,000 in scholarships but only the Top 10 made it to the runway. You can click on the pictures to get a better look.

1: Cesar Arzola



2: Bao Tran


The structure in his garments made him one of my favorite designers of the night. Looking at his moodboard, you can really see how the dresses and the cars connect. When I talked to him after the show, he mentioned how it takes weeks to do some of the detail.
3: Elvira Diaz

4: Kyle Ramirez


The sequin hoodie outfit really reads streetwear to me with a touch of glam - and I really want it. Also, how can you not love a collection by a designer in a panda hat? (That's him in the final pic)
5: Antonio Orosco

6: Mitsu Ishikawa

This collection had that futuristic appeal that made Scion popular.
I'm really loving that hooded shirt.
7: Akisha Kirkland

8: Neil Merek (THIRD PLACE - $2,000)


Neil was on-trend with this collection and every piece looked
like it could be easily sold in stores.
9: Emmanuel Tobias (SECOND PLACE - $3,000)


I can really see Scion communicated in the lines, the cuts and the futuristic feel of this collection. And the last dress is just plain awesome. Overall, I'm reminded of the movie Priest.
10: Robbie Richard (FIRST PLACE - $5,000)


While I do see the Scion lifestyle reflected in these clothes, the winner felt a bit anti-climatic. They were great pieces but not show-stoppers like the other collections. However, a menswear designer rarely wins fashion contests so it was a nice change of pace.

Which was your favorite collection?
Do you see the Scion inspiration?
So you think this is good marketing for the car brand?