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16 Feb 2016

NEW DS 3 AND FASHION ICON IRIS APFEL, DRIVEN BY STYLE

DS Automobiles has announced 94 year-old worldwide fashion icon, Iris Apfel, as its ambassador for New DS 3. The campaign kicks off across social media this week, with television advertising commencing 26 February. The colourful campaign stars New DS 3 and Iris Apfel wearing her distinctive oversized glasses and jewellery. 'Driven By Style’ is the shared philosophy that makes this collaboration so refreshing.

NEW DS 3 AND FASHION ICON IRIS APFEL, DRIVEN BY STYLE

Since the launch of DS 3 in 2010, more than 390,000 customers have succumbed to the charms of the stylish Parisian car around the world and 100,000 here in the UK. Both the hatchback and CABRIO versions impress with a wide range of customisation options, providing the best combination of style, comfort and dynamism.

To celebrate the launch of New DS 3 and DS 3 CABRIO, the DS brand has created an advertising campaign based on the primary reason for purchasing a premium supermini: style. The campaign features the remarkable fashion icon and legendary business woman, Iris Apfel.

Iris Apfel, famous for her avant-garde style, is one of the most influential women in the world of fashion. This inspiring lady, aged 94, is instantly recognisable thanks to her oversized glasses and bold combinations of jewellery and accessories. Previously the chief editor of Women’s Wear Daily, Apfel supervised the decoration of the White House for nine Presidents of the United States between 1950 and 1992. It is not uncommon to find her in the media or to discover an exhibition dedicated to her and her style, for example the recent exhibition at MOMA in New York.

Today she becomes the ambassador for New DS 3 and is at the heart of the international advertising campaign which launches across DS Automobiles’ Facebook and Twitter channels in the UK and France.

The campaign will run on television screens and outdoor displays from 26 February in the UK and 1 March in France. Other European countries will follow.

'Driven By Style' is a colourful campaign that tells the story of a dream meeting between two characters and the sharing of the same vision.

The television commercial was directed by Jérémie Rozan from Standard Productions. The chosen music 'Odd Night' was composed by DVNO and can be heard exclusively on the TV advertisement 'Driven by Style'. It will be officially released on iTunes in the coming weeks. DVNO, also known as Mehdi Pinson, is a French musician, multi-instrumentalist, singer, composer, producer, entertainer and DJ. He is best known by Ed Banger fans for his guest appearance on the song ‘DVNO’ with fellow countrymen Justice?.

#DrivenByStyle

To watch the New DS 3 TV commercial visit: https://youtu.be/RY8dLhouggo

For more information on the DS brand, visit www.DSautomobiles.co.uk

FOLLOW DS ON TWITTER AT: www.twitter.com/ds_uk_official

FIND DS ON FACEBOOK AT: www.facebook.com/dsukofficial

FOLLOW DS ON INSTAGRAM AT: www.instagram.com/ds_uk

About DS Automobiles

A French brand born in Paris, DS Automobiles was officially founded on 1 June 2014. Its stated ambition is to revive the tradition of premium vehicles in the French automotive industry. Drawing on the very best of French know-how, DS Automobiles perpetuates the values of innovation and distinction inherited from the first DS, launched in 1955. Designed for customers looking for a means to express themselves as individuals, the DS range now comprises DS 3, DS 3 CABRIO, New DS 4 and DS 4 Crossback, New DS 5, DS 5LS* and DS 6*. The DS range stands out with exceptional styling, sensations and refinement down to the last detail, together with premium materials and advanced technology such as the Hybrid4x4 hybrid diesel drive train available on New DS 5. Marketed in Europe in DS Stores and dedicated showroom areas in the CITROËN network, DS has its own network of sales outlets in China. For customers, DS has come to represent a brand experience that goes beyond the product to include a range of exclusive premium services. The brand has sold more than 600,000 vehicles since launch. www.DSautomobiles.co.uk. Follow the latest DS news via @DS_UK_Official.

*Available in China only

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