The show's creators are Ford Division, J. Walter Thompson, Detroit, advertising and the Integrated Marketing Group of Hachette Filipacchi Magazines (HFM).

Fashion is one of the passions of young consumers who are in the small car market. The Focus marketing team combined advertorials in HFM publications Elle and Premiere with the fashion show to create passion and excitement for Focus.

"The fashion show allows people to be involved in the essence of Focus," said Focus Brand Manager Bob Fesmire. "The Focus design has been hailed as a breakthrough in the automotive world. We wanted to see what bounce fashion designers would take from Focus and its materials. In combination, the fashion show and our advertorials in HFM publications Elle and Premiere allow us to reach consumers in a way that will be talked and written about for months."

"Ford challenged HFM's Integrated Marketing Group to literally create a multi-level marketing campaign that was live, unexpected and experiential. The approach we brought to them not only accomplished their objectives, it also allowed us to merge the fashion and automotive industries in a way that has never been done before," said Al Silvestri, creative director, HFM's Integrated Marketing Group. "Working closely with Ford and our talented team of designers throughout this entire process afforded us an opportunity to implement some of our most creative ideas and thinking."

The fashion show is the culmination of many months of hard work for the designers. This unusual endeavor first began at Ford's Wayne Assembly Plant in Michigan last year, where the designers selected a wide variety of Focus parts including gear shift knobs, ignition wires, air bags, seat fabric and headlights to be incorporated into high-end fashions and accessories, including handbags and jewelry.

The creation of the "Fashion in Focus" event was a learning experience for the Ford team and the designers. The Ford team was inspired by the designers' creativity and gained a tremendous amount of knowledge about the fashion world. The designers were able to reinvent the lines and shape of the Focus into wearable fashions inspired by the Focus design. Considering the interior and exterior of the car, one designer created the same feeling with his design by utilizing the leather headrest for pants and finishing the piece with metallic paint found on a Focus. In a bold move, one designer attached the car's rear view mirrors and reflectors to heeled shoes to provide a unique rear view.

"When we brought the designers to the Focus assembly plant they were impressed by the precision involved in auto design and assembly," said Fesmire. "It has been an exciting process to see this design relationship grow and come to full life."

FASHION IN FOCUS DESIGNERS CREATE ONE-OF-A-KIND FASHIONS:

Leonello Borghi: This Italian-born menswear designer transforms the leather upholstery, airbags and the rough materials of the Focus into modern, urban pieces that include a form-fitting motorcycle jacket and a geometric gasoline suit of white, grey and black. Floor mats and interior carpeting are now a high-tech functional backpack.

Charles Chang-Lima: Chang-Lima's sexy top and airbag pants show off the Focus' red speedometer needles with the car's fabrics, now frayed, layered, and shredded into organic appliques that display a modern deconstructionist style. He also creates a neck pillow and elbow brace for the ensemble. Touted by the fashion industry as "the next big thing," Chang-Lima's inventive designs are worn by celebrities Liv Tyler, Meg Ryan among others.

Roberto Crivello/Savania Davies-Keiller of DDC Lab: DDC Lab has long pioneered fashion on the hip Lower East Side of New York City. Thus, incorporating technology into fabrics and highly advanced garments with a purpose is nothing new for this duo. Their designs exude a feeling of raw, metallic, energy; for instance, the use of wire circuits to encase the inside of a jacket. Just one of the unexpected surprises you will experience from DDC Lab.

Tracy Feith: Feith's ultra-feminine and flirty style is the focus of his lotus silhouette dresses, made of leather upholstery and seatbelts. Hand painted leather with studded Ford decals add a sexy touch to these already body-conscious creations. Feith, a Texas native, creates feminine, ethnic- inspired clothing that is worn by celebrities, including Gwyneth Paltrow, Julia Roberts and Sandra Bullock.

Geova: Geova, a native Brazilian, cuts and re-sews the carpet stuffing and frayed seatbelts of the Focus into patchwork and applique to create avant- garde men and women's apparel using these textures and fabrics. In a bold move, he has attached the car's rear view mirrors and reflectors to sexy, heeled shoes.

Alexandra Lind: Lind designs a ten pound upholstery Juliet gown with a bustle, supported by spaghetti straps wrapped in colored wire. She transforms the automobile's tubing into straps of a tank made from upholstery with a matching upholstery skirt that is soft and feminine. The recipient of the 2000 Moet & Chandon Designer Debut Award, Lind loves beautiful and luxurious fabrics, transforming them into evening gowns, cocktail suits and party dresses.

Debra McGuire: McGuire creates a mandarin collared jacket with a printed, contrasting colored lining and a sexy laced, seatbelt bustier with seatbelt fringe. She transforms air bag materials into a free flowing wedding dress. McGuire, who debuted her first ready-to-wear line in 1999, is a costume designer for popular television shows, such as Friends and Judging Amy.

David Rodriguez: Rodriguez's Latin-inspired, sleeveless cape is decorated with cascading, flamenco ruffles to celebrate the female body. An ominous, "Darth Vader" look, the dress consists of a sexy bodysuit and bustier accented with seatbelt closures and red reflectors. As Fashion Group International's "Rising Star Award" nominee, Rodriguez uses his Mexican culture and heritage to influence his creative fashions for today's modern women.

Keni Valenti: Known as the "King of Vintage," Valenti looks to Old Hollywood, creating an Audrey Hepburn dress and Ingrid Bergman trenchcoat from the Focus. He also uses retro accessories from his archives adding the finishing touches to his designs. Valenti is known to create the look of his "retro-couture" style and has a large following from the West Coast to the Far East.

Pixie Yates: Yates uses the ends of circuit wires to reinvent beading and transforms airbag materials into a full length, puffy coat. Her creations reflect a youthful and contemporary feeling. A basket-woven seatbelt and leather skirt illustrates her sense of color and fabrication. Yates is inspired by mid-20th century Parisian fashion. Her timeless and charming designs are worn by Courtney Cox-Arquette, Drew Barrymore and Jennifer Aniston.

All of the original "Fashion in Focus" designs will be showcased in a 12-page spread in the March issues of Elle and Premiere magazines. Both issues will be available nationwide on newsstands on February 20. Advertising agency J. Walter Thompson oversaw this campaign on behalf of Ford. A silent auction on http://www.focus247.com will make available the sketches of the "Fashion in Focus" designs through February 28. Proceeds of this auction will go to the Susan G. Komen Foundation, which benefits breast cancer research.

FORD FOCUS
The first car ever to be named both North American Car of the Year and European Car of the Year, Ford Focus appeals to a tremendously diverse group of buyers. Setting new standards for small car roominess, comfort, driving dynamics and stylish appearance, the Focus is available as a 3-door, sedan and station wagon.

Ford Fashion Focus

Ford Fashion Focus

Ford Fashion Focus

Ford Fashion Focus

Ford Fashion Focus