The new Mii by COSMOPOLITAN is being co-created by SEAT designers with Cosmopolitan editors and readers. The new car will be revealed on 15 September in London at Cosmopolitan’s #FashFest, the five-day consumer-focused festival of fashion.
SEAT and Cosmopolitan began collaborating in early 2015, when Cosmopolitan joined SEAT to develop a car that connects with modern women. Over the course of 18 months, Cosmopolitan’s global creative team, regional editors and readers from across Europe, have provided input and feedback to shape the design of the Mii by COSMOPOLITAN, and helped in the development of the specific accessories included in the new model. Ideas and recommendations from the Cosmopolitan brand will continue throughout the collaboration, says Hearst.
SEAT global Marketing director Susanne Franz has underscored: “The Mii by COSMOPOLITAN is designed to meet women’s needs in terms of daily usage. This new car goes beyond aesthetics, it is a functional vehicle where the design has a purpose. Cosmopolitan contributed to transforming the role of women in society and the Mii by COSMOPOLITAN aims to establish a fresh perspective on cars. The agreement struck with the world’s largest magazine brand for women gives us the opportunity to launch our most feminine car. The Mii by COSMOPOLITAN is a tribute to the modern woman.”
Kim St. Clair Bodden, senior vice president, editorial director of Hearst Magazines International, says: “Cosmopolitan is the biggest, most powerful young women’s brand in the world, engaging and inspiring readers to achieve the fun, fearless lives they want. It has been incredibly rewarding to design the new Mii with all the bells and whistles that really personalise the driving experience, and I am looking forward to its unveiling at Cosmopolitan’s #FashFest in London in September.”
According to the two companies, the Mii by COSMOPOLITAN fully connects with the values of both brands and will appeal to young and young-spirited women who are interested in fashion and beauty, who strive for success, have active, fulfilling lives and know who they are and what they want. This special limited edition picks up where the highly successful SEAT Mii by MANGO launched in 2014 left off.
In addition, the agreement will open up new forms of collaboration to present the car to potential customers through several of Hearst Magazines’ communication channels.
