Menswear messiah Michael Bastian is the new face of GMC, the auto giant that’s aiming to rebrand itself as a luxury leader.
Bastian makes an appearance in Sharp, a new advert for GMC’s massive Yukon Denali, comparing the details of his designer threads with the Denali’s luxe finishes.
Bastian will also appear in a short film exploring “precision”—GMC’s new theme—in fashion, photography and music, entitled The Sharp American.
Directed by Arnaud Boutin, it will be screened during the first dedicated men’s fashion week in NYC from July 13 to 16.
Bastian says the GMC collaboration gave him “an invaluable perspective on how a premium brand outside of fashion explores cut, detail and precision.”
We hope they also gave him a free car…
