A new invention of luxury
Amy Frasella, Colors and Materials Director at Jaguar-Land Rover, was instrumental in bringing these modern options to the brand’s models: “We started looking at modern luxury through the lens of innovative and sustainable materials a few years ago with Velar, offering premium textiles as an alternative to leather in high-end trims. Today is new range rover combines Ultrafabrics PU and Kvadrat, premium wool blend textiles and all the materials our customers have come to expect, reimagined in a modern and sophisticated way to offer an alternative to traditional leather. The new Range Rover offers a leather-free interior for the first time in the highest trim level. » Supplying materials that are not only beautiful and pleasant to the touch, but also responsible, is a balance that must be cultivated between tradition and evolution. For Kisiya Siqueira, Jaguar Land Rover’s Lead Senior Designer, it’s important to acknowledge the editors who do tireless research, reminding us that using beautiful natural materials in a car is challenging, as they must also be effective. Rigorously tested, any material chosen must meet automotive standards while retaining its magic and lightness.
She will not be contradicted by Nicole Meyer, brand director of Ultrafabrics. Combining Japanese craftsmanship and cutting-edge technology, the brand has accumulated half a century of activity to constantly innovate the world of high-performance fabrics without the use of animal materials. A brand that works with eleven different global industries, from fashion to furniture, and for which the automotive world is not new, as their collaboration dates back to 1999. “Creating something very luxurious, original, with a technical grain that doesn’t try to compete with animal skin is the number one constraint. For the new Range Rover, this material needed to be as unique and distinctive as leather. Not to mention its characteristics, because if they are similar, then the materials used in the interior trim are absolutely not strong enough for a car, so you have to constantly find the right balance between “pleasant” and “resistant”. » She recalls a long list of challenges to go through, the most intense moments of this Land Rover project. “And, above all, was the consumer supposed to understand that with this coating we created a material in itself? We tried not to imitate the skin, but to create something really new? It must have been…