When the New Season Start kicked off at BMW Motorrad Zentrum Munich, those who attended were treated to a vibrant fashion show of some intensity, thanks to choreographer Alexandra Martens and her hand-picked troupe of dance models, chosen as much for their good looks as their energetic moves.
The assignment was clear: to showcase Husqvarna fashion and BMW Motorrad’s Style Collection in an innovative and entertaining way. For Alexandra, who has been trained in classical ballet, dance opera, street, hip hop, and just about any other dance forms you can think of, this event was all about putting on the kind of performance that is alive with excitement.
“These day’s it’s not enough to just walk down the catwalk – I believe that fashion shows should have a high entertainment factor,” says Alexandra (pictured left). “They have to be special, with a strong focus on showing the collections off in the best way. I like to combine the commercial modelling side of fashion with dancing and provide a complete package to clients. My dancers are chosen as much for the way they look as for their ability to entertain. Premium brands such as BMW Motorrad like to have models, but it’s even better if you can offer models that are also great dancers!”
Indeed, when you see the tight choreography perfectly matching the music and the dancers filling all the available space and really engaging with their audience, it’s clear that these professionals know each other so well that they can quickly learn to adapt routines and steps, as well as perform in clothes that are not easy to dance in – yet still carry themselves effortlessly and elegantly, so that a range of clothing collections can be shown in a matter of minutes.
“Backstage, things were pretty hectic,” admits Alexandra. “When the guys were performing, we were quickly changing into the next girls’ outfits in order that we could show as many items as possible. And when we went on stage, the guys did the same thing. Of course, we were all together at the beginning and end – for the grand finale, making sure our positive energy came out in every performance that we did. I really enjoyed this day; the bikers that visited were great fun and very appreciative of our shows, and the fashion lines are of course very impressive.”
Taking the shots of Alexandra Martens and her dance models at the BMW Motorrad Zentrum dealership was photographer Petra Höglmeier, who also took the opportunity to make a special PR shoot with two of the dance models – Georga and Ryan – in the garage and the workshops of the impressive building in central Munich. Wearing items from the BMW and Husqvarna 2011 collections, the dance models were able to use their athleticism to show the sporty clothes in the best way. Petra’s pictures help convey the youthful, dynamic qualities of these two clothing lines, especially because she was working with dancers, rather than fashion models.
“I love to work with dancers, because they’ve got such a good feeling for their body. They can offer you a lot of different moves and work and move together very well. We did the shoot in a garage – a very dark and exciting place – and in the workshop, surrounded by a lot of technical stuff such as lifting platforms. Because of this, we could do some extremely sporty shots, like the jumps from the lifting platform.”
Petra normally specialises in portrait work, but she’s also fond of landscape and architecture photography. This kind of assignment particularly appealed because the shots would have a lot of movement, which looks very dynamic and powerful – a connection she wanted to make with BMW motorcycles. As for the clothing, she is also a big fan.
“I liked the clothing lines because they are both sporty and stylish. I love the RR T-Shirts with the face of the RR and the black leather jackets. I also think that it suits both men and women perfectly. In fact, since I’ve been doing work for BMW Motorrad and seen the lifestyle, it has inspired me and I would love to do my riding licence and get on the road!”
To see more of BMW Motorrad’s Style collection, browse the latest brochure in the ‘Equipment’ section of www.bmw-motorrad.com and to see the Husqvarna fashion collection, visit www.husqvarna-motorcycles.com