Lexus RX “Ruby Red Rims”

The launch of the all-new 2023 RX set out to amplify the vehicle’s iconic reinvention by daring to reinvent the most iconic symbol in pop and fashion culture history – Dorothy’s Ruby Red Slippers. The bespoke Ruby Red Rims, created in an exclusive partnership with gender-fluid fashion designer Harris Reed, BDG studios and Warner Brothers, transforms a design feature into a dazzling bejeweled fashion accessory unlike anything the automotive landscape has seen.

The notion of taking the path unknown was the central theme for the all-new Lexus RX campaign. The Ruby Red Rims paired as a companion piece to our launch film which saw a modern day Dorothy boldly take the RX off the yellow brick road onto the red brick road – a journey which fans of the Wizard of Oz have long awaited.

The rims adopted several design elements which portray the Oz story in their own way. Dual sided silver-red blades reveal an unexpected shift in color as one moves around the vehicle. Silver representing the monochrome landscape of Kansa while red, Oz’s little known road. The manner in which the blades are affixed, composed in a spiral, speaks to the film’s transformative tornado moment. As the wheels spin, this “tornado” comes to brilliant  life.  A nod to the slippers themselves enters via the backplate layered in rich red glitter. Its center consists of  a red acrylic “gem”.  As a final detail of surprise , the gem is equipped with an internal led to create a mesmerizing glow.