KitchenAid Brings Colour to NYC Fashion Week with Underwonder’s Thom Kerr

KitchenAid kicked off New York Fashion Week with an eye popping event that collided the catwalk and the kitchen, launching their new Color of the Year, Hibiscus, with a capsule collection inspired by their fifth annual featured hue. The global appliance brand tapped creative director and designer Marta Del Rio to create the collection, which was showcased at the event alongside a new commercial directed by Thom Kerr, of UnderWonder Content. 

Using the colour Hibiscus as a launch pad, Del Rio designed seven avant-garde looks inspired by KitchenAid’s newest Artisan Stand Mixer and K400 Blender. The sleek and eye-catching designs and vibrant feel of Hibiscus are captured in Kerr’s kinetic commercial, which promotes the collaboration between Kitchenaid and Del Rio.

“It was important that we were able to convey the energy of this lively Hibiscus colour and these beautiful designs from KitchenAid and Marta Del Rio,” says Kerr. “From conception to post-production and editing, our team was able to craft the feel and pull this colour truly stirs in you.”

Though visual art comes in many forms, whether it’s a painting, film, piece of clothing, home decor, or some delicious food artfully arranged on a plate, the various mediums it’s offered in share one common denominator: colour. Driven by this deep connection between colour and creating, KitchenAid announces its Color of the Year annually, intending to spark inspiration and comment on global trends and culture while inspiring those in the kitchen and beyond. This year’s colour, Hibiscus, was selected based on the trajectory of pink, beginning with Millennial Pink in 2017 and advancing recently to deeper hues.