Luxury brands worldwide are keen on incorporating non-ferrous metal aluminium into their flagship production lines, flaunting its corrosion-resistant, lightweight and malleable attributes. Moreover, brands like Bulgari, Chanel, L'Occitane and Coach have a responsibility towards their definitive set of customers who are not only environment conscious but also very particular with their lifestyle. Luxury brands conventionally prefer celebrity patrons, and it is imperative for them to nurture proper ESG goals so that their brands might stand out. Aluminium is vastly used in the fashion accessories industry for its quick availability, seamless conduct and shiny outlook. The metal is extremely crucial for the watch-making sector, where the need for a water-proof, robust casing material prevails. Just like its abundance on the Earth's surface, aluminium is found everywhere, from ear plugs to watches, from containers to car chassis, from suitcases to aerosol bottles and cans.
In the past few years, we have seen exceptional collaborations where big names have joined hands to create special edition modules of their most revered items. These partnerships show how big companies try to promote the use of this sustainable metal. Aluminium is 100% recyclable, and its transformational process utilises 95% less energy than primary aluminium production. Gone are the days when gold, platinum and silver were regarded as the most important metals on the planet for creativity and style. There are infinite possibilities with aluminium, as designers can create the desired shape or pattern with this tensile material.
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The passages below cite major luxury brand alliances that have promoted the use of aluminium in their collaborative efforts:
Audi and AMAG: Light alloy wheels made of aluminium are a standard feature in most cars today, but they weigh over 40 kilograms and account for a significant portion of aluminium used in vehicles. Recently, a new aluminium recycling casting alloy called AlSi7.REC has been developed to meet the high safety and aesthetic requirements of car wheels in a CO2-optimised way. This innovative alloy saves up to 95% of energy compared to primary metal solutions. The new AMAG AlSi7.REC alloy has over 70% recycled content and conforms to ISO 14021:2016. With intensive collaboration from AUDI, the Ronal Group cast the new alloy into wheels. The AlSi7.REC alloy has a new chemical composition that enables the use of scrap previously unsuitable for this type of component, resulting in a substantial increase in recycling content. The high recycling content in this alloy significantly reduces CO2 emissions, which is why it falls under the new product family of CO2-optimised AMAG alloys AMAG AL4®ever. This alloy is used in the aluminium wheel, which is an Audi Original Accessory for the Audi Q4 e-tron and Audi Q4 Sportback e-tron electric vehicles.
Constellium and Mercedes C-class: Constellium SE announced that it will be supplying aluminium Auto Body Sheet solutions for Mercedes-Benz C-Class models produced in China, Europe or South Africa that are exported globally. The aluminium provided by Constellium will be used for repairing the roof, tailgate, fenders and hood of the Mercedes-Benz cars. Aluminium is an ideal material for creating lighter and more agile vehicles, playing a crucial role in the development of modern vehicle design that prioritises safety and durability. Constellium provides Mercedes-Benz C-Class with its flagship Surfalex® solution, which is corrosion-resistant and ensures extraordinary surface quality for precision designs. Furthermore, Constellium Securalex® is used for the inner closure parts, adhering strictly to the most important pedestrian safety regulations. All aluminium sheet variations required by the Mercedes-Benz C-Class are supplied by Constellium's ASI-certified plant in Neuf-Brisach, France. Constellium also provides the front Crash Management System for this model, which is produced at its Gottmadingen unit in Germany.
Airstream and Studio F.A. Porsche: A partnership between Airstream and Studio F.A. Porsche has given rise to a venture aimed at constructing a Concept Travel Trailer with a radiant aluminium body. Studio F.A. Porsche, a state-of-the-art conceptual arena, is owned by Porsche AG, a highly acknowledged brand. Airstream, the renowned creator of aluminium caravans, has previously collaborated with major brands such as REI, Ram, and Supreme. The debutant aluminium trailer has been on display at the South by Southwest Conference and Festivals in Austin, Texas, since March 10. Airstream and Studio F.A. Porsche's specialists have developed this aluminium trailer with a modified rear-end that promotes the active flow of air, allowing optimal ventilation within. Using aluminium in the framework and body significantly reduces the trailer's weight. The brand intends to target the aerodynamics of the Airstream Studio F.A. Porsche Concept Travel Trailer, striving to elevate its standards and attain a prestigious position in the automobile industry. The collaboration of Airstream and Studio F.A. Porsche's experts has resulted in the creation of a trailer that boasts an innovative design, which comes equipped with cutting-edge features that have been engineered to perfection.
Lotus and Onoto: Lotus and Onoto, two revered British brands, joined forces to commemorate Lotus's 75-year legacy of innovative motoring and motorsport triumphs. The product of this exclusive partnership is an iconic limited-edition fountain pen expertly crafted from premium quality recycled aluminium sourced from historic Lotus Formula One cars. The collaboration highlights Lotus's unwavering commitment to industry-leading excellence, which it shares with Onoto, a brand equally dedicated to British craftsmanship. The pen features the personal "ACBC" monogram of Lotus Cars founder Colin Chapman on the finial, adding an extra touch of sophistication and British heritage to the design. The result is a timeless writing tool that exemplifies the exceptionalism of two exceptional brands working together.
Hublot and Nespresso: Collaboration has become a prominent theme in the watch industry, and Hublot is among the most active players in this space. The watch manufacturer partnered with Nespresso to create a remarkable timepiece called the Big Bang Unico Nespresso Origin. This unique collaboration showcases the shared values of innovation, quality, and sustainability that both Hublot and Nespresso hold dear. Crafted using recycled aluminium, the 42mm casing, bezel, pushers, and crown of the watch contain 28% Nespresso capsules and are engraved with the Nespresso "N" emblem. The sapphire case-back is framed with recycled Eco-Titanium. This limited edition watch features an anodised emerald green aluminium finish reminiscent of the Master Origins Peru Organic capsule. In addition, the rubber strap includes 4.1% recycled coffee grounds from Nespresso capsules and 8.2% recycled rubber.
Ball and Virat Kohli's O'cean: Ball Corporation, a highly trusted manufacturer of aluminium products in the USA, has proudly announced the successful recycling of nearly 300,000 aluminium cans from the O'cean Sustainable Energy drink brand. This remarkable feat is a significant milestone in the ongoing partnership between O'cean Beverages and the acclaimed Indian cricket player Virat Kohli, with a keen focus on promoting aluminium recycling initiatives. For every O'cean can purchased by a customer, Ball Corporation pledges to collect and recycle one aluminium can. Aluminium is non-ferrous and infinitely recyclable, and beverage cans are made from the purest form of this metal, making it easier for recyclers to extract and use as raw material in new products. Ball Corporation plans to transform the collected cans into a new batch of raw materials for future can-making purposes.
Ball and Radiohead: Radiohead Brands collaborated with Ball Corporation to introduce three new sparkling beverages. These beverages are non-alcoholic and are available in Tonic Water, Ginger Ale and Classic Lemonade flavours. The partnership with Ball Corporation ensures the use of high-quality aluminium in the production of cans. The three flavours come in 250ml cans and are of global quality standard, which is expected from the brand. Ankur Bhatia, the Founder and CEO of Radiohead Brands, expressed that a lot of effort has been put into crafting the mixers to ensure a fine flavour craftsmanship and a perfectly balanced taste profile. Radiohead Brands already produces cocktail mixes that are quite popular in India, and the launch of these new beverages is expected to be a great addition to the beverage market in the region.
Rimowa and Tiffany: Luxury luggage maker Rimowa, located in Cologne, teamed up with Tiffany & Co. to create a unique three-piece collection in the renowned Robin Egg Blue shade. The collection showcases Rimowa's distinct anodised aluminium style, adorned with a unique "Rock Cut" design that resembles the texture of a diamond. The collaboration includes:
Rimowa and Adidas: In a display of Nationalistic pride, Rimowa and Adidas collaborated to unveil Rimowa's inaugural aluminium backpack and the Adidas NMD_S1 sneaker. Both esteemed German brands are committed to promoting sustainable mobility, and the use of Rimowa's grooved aluminium is just the beginning of this noble endeavour. This exclusive limited edition capsule collection by Rimowa and Adidas has been tailored to cater to the modern traveller's preferences, where backpacking is the preferred mode of transportation. The cross-category collection is produced entirely in Germany, showcasing the two most popular options. The first of the series is Rimowa's debut aluminium backpack, boasting a sleek and contemporary design that can be comfortably worn on the back. This collection is a resounding success in addressing the needs of the new generation of urban explorers who thrive on the open road and even work on the move. The Rimowa x Adidas NMD_BACKPACK offers the latest technical features that allow for outdoor or overnight expeditions.
Hydro and Bello!: Lars Beller Fjetland, a designer from Norway, created a bench for aluminium manufacturer Hydro that takes inspiration from the shape of pasta. The Bello! Bench is suitable for both indoor and outdoor use thanks to its exceptionally sturdy structure. The furniture boasts an environmentally friendly design, as 90% of the aluminium used in its manufacture is recycled, and it is 100% recyclable. The Bello! will make its debut at Norwegian Presence, Milan's annual design week, where it will be available in neutral shades as well as in bright blue and terracotta hues. The bench is composed of extruded aluminium strands, which are highly durable. Extrusion is a widely used process in the aluminium industry in which elongated aluminium profiles are formed by heating the metal and then passing it through customised shapes. The Bello! Bench will be on display at the London Design Festival to promote the use of sustainable metals in daily life.
It can be seen how graciously aluminium is being used in the market for premium items. The collaborative products mentioned above are not for mass production and circulation but for people passionate about collectables. It is astonishing to see that aluminium might not be a precious metal, but its use in the luxury industry is prevalent and widespread. This somehow reflects the wise perspective of people who take the world to be the most precious object. People who are not only conscious about their homes but the entire planet tend to publicise the use of this environment-friendly metal. Even mobile phone companies like Apple and Google Pixel have incorporated aluminium in their flagship constructs, propelling an era of sustainable development.
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