above: Kenzo Takada’s custom Peugeot is one of twelve bikes that will be auctioned off in September
Idenium PR agency, web-tv channel The Heart and Sylvie Burger Council have garnered several big names in fashion and design: Agatha Ruiz de la Prada, Ylan Anoufa, Gabriella Cortes (founder of Antik Batik), Karim Bonnet, Francois Duris for Peugeot, Marithe and Francois Girbaud, Kaori Ito for Elieux by Jean-Claude Jitrois, Jerome L’Huillier, Ora-Ito, On Aura Tout Vu for Swarovski and Kenzo Takada to design and execute custom Peugeot Bikes which will be auctioned off and whose proceeds will benefit ACT Responsible, whose aim is to promote environmental and social causes.
Custom Peugeot Bikes by Designers
above: 4 of the 12 designers pose with their bikes, which are shown in greater detail below
A cult object and symbol of a responsible attitude, cycling has recently made its comeback in many major cities. Very likely, it became the flagship of the new eco-committed generation. Meanwhile, fashion, luxury and design have established a real dialogue for several years with creative and sustainable development, turning it even more attractive. Therefore it made sense to these French and International fashion designers to participate and customize one of the famous “fixed gear” bikes made & provided by Peugeot.
Agatha Ruiz de la Prada, who designed more than one bike as well as the logo, for the project:
Antik Batik (Gabriella Cortes):
Marithé & François Girbaud:
Kaori Ito for Elieux and Jerome Huillier:
By transforming these twelve bikes into true pieces of art, artists expressed their vision of an ethical fashion, in line with the times, in order to sensitize the public to experience the daily life and sustainable development in a friendly and creative way.
For Caroline Saslawsky (shown above with Herve de Clerck), founder and President of Idenium, Sylvie Burger, project consultant (SB Conseil) and Anna Neneman, co-founder of OHC: “It appeared obvious to combine our expertise to create a unique event gathering ecology & glamour marrying these two worlds increasing then both values: sustainability and fashion.”
The bikes were revealed for the first time this past week at the International Advertising Festival in Cannes from June 21-26th. The bikes will be auctioned off in Paris in September by Mr. Cornette de Saint-Cyr.
all photos by Guillaume Malheiro
The bike customization concept has been created by the Press agency IDENIUM and co-produced by Sylvie Burger Conseil and ONE HEART CHANNEL, a TV channel dedicated to solidarity and environmental causes.