“ Lexus x Harris Reed unfollow the Yellow Brick Road with exclusive Ruby Red Rims.”
“Chloe Sevigny, Pharrell Williams And Karlie Kloss all Ogled.”
“We just want to know if that’s a real ruby.”
The launch of the all-new 2023 RX set out to amplify the vehicle’s iconic reimagination by daring to reimagine the most iconic symbol in pop and fashion culture history - Dorothy’s Ruby Red Slippers. The bespoke Ruby Red Rims, created in an exclusive partnership with gender-fluid fashion designer Harris Reed, W Magazine and Warner Brothers, transforms a design feature into a dazzling bejeweled fashion accessory unlike anything the automotive landscape has seen. The collaboration has garnered over 4.2 BILLION MEDIA IMPRESSIONS and is considered Lexus’ most successful campaign extension to date.
Press:
Adweek
Forbes
W Magazine
Vogue
Carbuzz
Marketing Dive
Yahoo!