SEAT and Hearst Magazines International have partnered to create a special limited edition of the Mii, SEAT’s urban utility vehicle, in a deal brokered by IMG.

The new Mii by COSMOPOLITAN, which will initially be available across almost 30 territories in Europe, is being co-created by SEAT designers together with Cosmopolitan editors and readers. The new car was revealed in London yesterday at Cosmopolitan’s #FashFest, the five-day consumer-focused festival of fashion.

SEAT and Cosmopolitan, which publishes in 82 countries, began collaborating in early 2015 to develop a car that connects with modern women. Over the course of 18 months, Cosmopolitan’s global creative team, regional editors and readers from across Europe, have provided feedback to shape the design of the Mii by COSMOPOLITAN, and helped in the development of the specific accessories included in the new model. Workshops were organized with SEAT designers to share the input, so the result is a car that has been fully designed through co-creation.

SEAT global Marketing director Susanne Franz, said: “The Mii by COSMOPOLITAN is being designed to meet women’s needs in terms of daily usage. This new car will go beyond aesthetics; it is a functional vehicle where the design has a purpose. Cosmopolitan contributed to transforming the role of women in society and the Mii by COSMOPOLITAN aims to establish a fresh perspective on cars. The agreement struck with the world’s largest magazine brand for women gives us the opportunity to launch our most feminine car. The Mii by COSMOPOLITAN is a tribute to the modern woman”.

Kim St. Clair Bodden, Senior Vice-President, editorial director of Hearst Magazines International, says: “Cosmopolitan is the biggest, most powerful young women’s brand in the world, engaging and inspiring our readers to achieve the fun, fearless lives they want. It has been incredibly rewarding to design the new Mii with all the bells and whistles that really personalise the driving experience”.

Matthew Primack, Vice President of Licensing at IMG, said: “We are really excited by this collaboration. Following on from Cosmopolitan’s entry in to the beauty space with the launch of its fragrance last year, this latest market breakthrough is testament to the brand’s widespread appeal. We look forward to expanding the Cosmopolitan brand yet further over the coming months.”

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