Mumbai, May 20, 2024: Mahindra & Mahindra Ltd., India’s leading SUV manufacturer, has teamed up with artists Santanu Hazarika and Abhishek Paatni of Nought One to showcase a streetwear collection that draws inspiration from the design and colors of the Mahindra XUV 3XO. The collection was introduced at the XUV 3XO ‘Tech Fashion Tour’, an Exhibit Property, held in Mumbai, featuring youth icon and Bollywood star Siddhant Chaturvedi, famous for his power-packed performances, as the showstopper. His presence added star power to the event, underscoring Mahindra’s innovative approach to connecting with new-age customers.
Design elements from the XUV 3XO, like its distinctive diamond inserts and logo, have been creatively adapted into the apparel, linking the pieces directly to the SUV’s aesthetic. This collection is targeted to attract young consumers who appreciate both modern fashion and innovative car design.
Pratap Bose, Chief Design and Creative Officer, Mahindra & Mahindra Ltd., said, “Today, we are excited to showcase a collection that brings together our passion for innovation across our authentic SUV range with the dynamic world of fashion. The new XUV 3XO is the latest expression of Mahindra’s HEARTCORE Design philosophy. Designed to stand out from the crowd, the XUV 3XO takes the premium compact SUV to new heights of Design, Technology, and Innovation. This collection not only reflects the bold and distinctive features of the XUV 3XO but also complements the lifestyle and values of our younger consumers. Through this collaboration with Santanu and Nought One, whose work is always at the cutting edge of design and fashion, we are reaching out to new audiences and exploring new forms of expression.”
Santanu Hazarika and Abhishek Paatni said, “We are thrilled to partner with Mahindra on this unique project. This collaboration with the XUV 3XO is a perfect blend of our streetwear aesthetic with the standout design of this modern SUV. It’s an exciting challenge to translate automotive innovation into fashion, and we believe our customers will appreciate the creativity and authenticity behind each piece. This partnership reflects futuristic, functional clothing which blends with the aesthetics of the new age and a progressive future.”
Siddhant Chaturvedi said, “I am excited to be a part of the XUV 3XO Tech Fashion Tour. The fusion of automotive design with streetwear is a fantastic idea, and it’s great to see Mahindra, Santanu Hazarika, and Abhishek Paatni bringing this vision to life.”
This collaboration with Santanu Hazarika and Abhishek Paatni represents a new direction for Mahindra, connecting with a broader audience through fashion and lifestyle. For more details stay tuned on Mahindra’s social media channels for future updates.
Social Media Addresses for Mahindra XUV 3XO:
About Mahindra
Founded in 1945, the Mahindra Group is one of the largest and most admired multinational federation of companies with 260000 employees in over 100 countries. It enjoys a leadership position in farm equipment, utility SUVs, information technology and financial services in India and is the world’s largest tractor company by volume. It has a strong presence in renewable energy, agriculture, logistics, hospitality, and real estate.
The Mahindra Group has a clear focus on leading ESG globally, enabling rural prosperity and enhancing urban living, with a goal to drive positive change in the lives of communities and stakeholders to enable them to Rise.
Learn more about Mahindra on www.mahindra.com / Twitter and Facebook: @MahindraRise/ For updates subscribe to https://www.mahindra.com/news-room.
Media contact information
Neha Anand
Head, Global Brand and Marketing Communication, Automotive Division
Email – anand.neha@mahindra.com
You can also write to us on: automediaenquiries@mahindra.com
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