In collaboration with Harris Reed, the acclaimed fashion designer known for defying expectations, Lexus has reinvented an icon from the “Wizard of Oz” – Dorothy’s ruby red slippers. “Ruby Red Rims” was unveiled last night at W magazine’s star-studded 50e birthday party at New York.
Under license from Warner Bros. Consumer Products, the concept celebrates the automaker’s bold redesign of its best-selling and most iconic vehicle, the all-new 2023 Lexus RX. It’s an extension of the vehicle’s launch campaign that reminds us not to never lose our edge with a modern take on one of the most famous films of all time. What if, in “The Wizard of Oz”, Dorothy had ignored the advice to “follow the yellow brick road” and instead took the road less travelled?
With the “ruby red rims”, Harris Reed and Lexus tout the RX as the ultimate vehicle to inspire drivers to think outside the box. As official W 50 vehiclee anniversary, the “Ruby Red Rims” RX was parked at the entrance to the event, saluting the fashion icons, celebrities and luminaries who have graced W’s cover over the decades, and setting the tone for the 70s themed party.
“As a fluid designer, I’ve always been driven and inspired by choosing the path less traveled,” said Harris Reed. “With the bold new design of the Lexus RX and the kinematics Hollywood classic, “The Wizard of Oz”, I was inspired by the literal interpretation of choosing your own path and pursuing a new journey down the red brick road, with a nod to the film’s iconic ruby slippers and my own creations.
In creating the ‘Ruby Red Rims’, Reed took inspiration from two of the iconic hats from his recent Spring 2023 ready-to-wear collection. The backs of the rims are made of solid aluminum and feature shiny sealed sequins. At the center is the ruby core and Lexus logo, encrusted in a polished ruby red color, and powered by LED lights that bring them to life. The fins reveal the ruby red color from different angles, creating a magical moment that celebrates the iconic power of the shoes and rims. A dramatic color change signifies the transition between worlds, immersing viewers in the journey.
“With ‘The Wizard of Oz’ as the basis for our brand new RX launch spot, we were excited about the possibilities of connecting our wheels to Dorothy’s ruby red slippers. The final design and thoughtful interpretation of the ‘Ruby Red Rims’ far exceeded our expectations,” said Vinay Chahani, vice president of marketing for Lexus. “We are grateful to the incomparable avant-garde designer, Harris Reedwho helped us reimagine the ruby slipper in the most striking way for W’s 50th anniversary celebration.”
The RX “Ruby Red Rims” will make additional appearances nationwide later this year and next.