DEARBORN – Lincoln and Hearst Magazines are launching a print and online interactive idea series that focuses on the craftsmanship of luxury. Renowned artisans are featured in their respective crafts of jewelry, fashion and culinary arts, sharing perspectives of how ideas rooted in tradition can evolve into something fresh and modern for the luxury consumer.
As Lincoln continues its focus on craftsmanship, the collaboration with Hearst resulted in the New Century Craftsmanship Idea Series. The intent is to engage with readers in ways that inform, enlighten, and bring new focus to notable artisans who understand key elements of luxury and constantly innovate for their craft in unique ways.
As part of the New Century Craftsmanship Idea Series, Lincoln and Hearst will run print ads in July and August issues of select Hearst magazines featuring chef Richard Blais, jewelry designer Karen Erickson, and men’s fashion designer Kevin Stewart. Additionally, an online series of videos spotlights three featured artists plus Max Wolff, Lincoln Director of Design, and explores the creative process that celebrates their approaches to luxury craftsmanship.
“True craftsmanship starts with personal experiences that inspire creativity in taking ideas to the next level,” said Lincoln’s Wolff. “Driving a Lincoln is an extension of the individual, and we create luxury by giving people personal experiences that transcend just driving an automobile – much like crafting jewelry, food or men’s shirts.”
Added Michael Clinton, president, marketing and publishing director of Hearst Magazines: “We are thrilled to be partnering with Lincoln to bring its ‘New Century Craftsmanship Ideas’ concept to life through the pages of our magazines by showcasing notable artisans who exemplify the convergence of tradition and innovation.”
As part of the series, consumers have the opportunity to obtain hand-crafted luxury goods created by these artists when they watch the featured videos on LincolnCraftsmanship.com.
Artisans of the Lincoln New Century Craftsmanship Idea Series:
• Richard Blais: Recent winner of Bravo’s “Top Chef All-Stars” and Concept Chef at Flip Burger Boutique; marries classic and modern techniques to bring patrons a mix of traditional and new. Print ads featuring Blais also highlight the Lincoln MKX in Hearst titles O, The Oprah Magazine and House Beautiful.
• Karen Erickson: Jewelry designer and co-founder of Erickson Beamon Jewelry hails from Detroit and shares a passion for crafting pleasure into exquisite jewelry. Erickson will be featured in Harper's Bazaar and Veranda alongside the Lincoln MKZ hybrid.
• Kevin Stewart: Cofounded Roger Charles New York in 2006; Stewart’s handmade shirts combine modern silhouettes with 19th-century Americana touches to create aesthetic deemed “elegant American outlaw.” Print ads featuring Stewart and the Lincoln MKX will appear in Esquire.
• Max Wolff: Lincoln Director of Design; Recognized as an automotive design leader, committed to taking Lincoln to the next level in luxury with refined and modern design. Along with the other three artisans, Wolff will be featured in the online video series
