Make British brands great again? They already are, and taking over international shores, if this week’s event is anything to go by…
HBPR headed down to Cheltenham to the launch of Morgan Motor Company’s (Morgan) collaboration with luxury clothing brand, Holland Cooper (HC), in event called ‘A Conversation with the Creators’. Nestled in Dowdswell Park – soon to be home to our co-host, Holland Cooper’s new UK HQ – is Dunkertons Park, the base of an award-winning cider company established in 1980s, a gem of the regency-era spa town.
Having a long history within the British motoring industry, Morgan is one of the longest established motoring manufacturers in the country, designing elegant, timeless vehicles that honour British engineering. HC prides itself for curating classic wardrobe staple clothing pieces that “every woman can see in her wardrobe… that cannot be defined by the weather or season but the lifestyle she is living”. For the HBPR team, it was a great reason to celebrate the automotive and luxury industries, and the collaboration between two iconic British brands.
In the ‘Twenties’, the decade of iconic partnerships, we can learn a lot from HC and Morgan, who began working together through a photoshoot – where HC asked for a Morgan on loan, then reconnected at an event, and today continue to have a strong relationship. The product of this collaboration that was unveiled at the event: the Plus Four Holland Cooper, donned with tasteful touches to make a nod to HC. Tweed from HC’s line adorned the back of the seats, real gold used on the badges, versions of the staple HC buttons on the bonnet, (usually seen on HC blazers, and other clothing pieces), and there was even a bespoke picnic blanket.
There was one word used more often than most – iconic. With over 110 years of Morgan’s motoring history, in tandem with HC’s timeless, distinct design style, the Plus Four collaboration is an amazing portrayal of British design and prestige. Morgan’s Chief Design Officer, Jonathan Wells, and HC’s Founder and CEO, Jade Holland Cooper, were both in attendance, speaking largely on goals for the future, engaging with customer bases, and leaning on their partnership. Jodie Kidd, who was chairing the event, clad in HC clothing, revealed her “school run was very exciting this morning” in a loaned Morgan Plus Four. British brands evoke emotion, with an overall sentiment that customers buy them in the UK and beyond to make them feel special and part of a ‘movement’. For HC and Morgan, this is the movement of timeless luxury, that is a little more attainable than the ateliers and supercars that also grace this country’s company list. British brands have a few things in common – quality, feeling, materials used and leaning on our heritage. Found at home in a country estate or in Chelsea and Knightsbridge, both Morgan and HC clothing belong, demonstrating that they’re built to last.
Both HC and Morgan are looking towards the future, and the legacy they would like to leave behind. Both companies noted their focus upon the footprint of materials and how long they last, striving for longevity and permanence within their respected industries. A common theme of this, and 2024 in general (particularly with the impending Net Zero target for the motoring industry) – sustainability. For Morgan, already it is trying to make its cars as sustainable as possible. Although it still manufactures its cars with internal combustion engines (ICE), it has engineered an engine that is lightweight, and the most planet conscious as possible, in order to create the sports cars it is known for. Furthermore, Morgan strives to reduce the number of solvents used in the production process, as well as the wastage of electricity, gas, fuel and water. At present, although Morgan do not produce an electric vehicle on the market, Jonathan spoke about the company’s dedication towards creating one in the future, currently undergoing research towards this goal. With this aside, both HC and Morgan strive for something that will last a lifetime, with a timelessness that is not imbedded in particular trends or associations.
In the age where technology and advancement has become the meaning of the concept of ‘newness’, we see British companies such as Frontline, who is creating the MGB car MG always intended to create – a reliable, elevated, high-performance sports car – a restomod, engineered with modern techniques and technology. It is also released an electric version of the MGB, the Frontline BEE Edition. Frontline is not the only British motoring company making waves within the industry. In the 4×4 sector, Kingsley Cars is re-engineering classic Range Rovers, adapting them to customer’s specifications, restoring these rare, sought after classic cars to be enjoyed in all their glory. On a smaller, but no less fun scale, MOKE International is reintegrating its vehicles back into modern society, going completely electric (the first British heritage brand to do so). However, it is keeping its original silhouette that was designed by Sir Alec Issigonis and entered society as MOKE in 1964.
This is something British brands in particular are doing so well – honouring sustainability, and being conscious of our impact on the planet, but still moving with current technology and not being shy of advancement and progress, yet upholding the traditions and heritage these brands are steeped in. Modernisation and progress do not necessarily mean complete electrification, or the most advanced and original technology and developments. British brands are modernising, but simultaneously stressing the importance of the heritage design and engineering we all love so much.
At HBPR, we champion iconic British brands, and are firm believers that cars are not only for functional capabilities. They are beautiful examples of design, history and innovation, and we love to help bring these sentiments into the automotive sphere. In the automotive world, we are more than just drivers; we are a community of like-minded people, bound by our enthusiasm for all things automotive.
If you have any questions about the industry, would like to collaborate, or are looking for PR support in any corner of the automotive sector, please do get in touch at hannah@hannahburgess.com. Our door is always open.