The Throne by The Throne

THE THRONE ISSUE ONE 1

CONTENTS 6 EDITOR’S LETTER

35 TA ILOR M A DE

9 ROAD QUEENS

On our travels, we stop off in Suzhou, China to get a glimpse of Chinese women’s expensive tastes.

As we embark on our journey, we begin in Dubai and focus on the enduring appeal of luxury in the Middle Eastern culture.

38 EXTROVERT

Spark the trend, don’t follow it. 13 THE DORCHESTER

On our travels we go to London and enjoy the utilisation of the attraction of unmissable premium cars.

40 MIRROR MIRROR

Delving into women’s minds to discover what they really want in a car. And in fact, it’s not much.

14 LIVING ON THE ROAD

A daily routine of morning, noon and night: A lavish lifestyle in a Mercedes.

43 THE DOMINANT WOMAN A chic black look, intesively gazing into the distance to find her next desination.

26 GLOVED UP 54 CONCEALED BRANDING

The staple accessory for when your behind the wheel or even when you’re not.

You may have noticed that high end luxury cars don’t advertise…

28 OBJECTS OF DESIRE 56 CHRISTINA KRUSE

A few of our favourite things: always treasure your trophy items

We remit our journey to meet a woman with a diverse and very interesting career.

in your car…

60 ROLE REVERSAL

We are then introduced to three women that have broken into different aspects of a male dominated industry. 62 THE GREEN LIGHT

A look into the future to see the friendliest super car. 64 RICH AND RECKLESS

And we end our precious journey from the Middle East to London to see how the other half treat their super cars.

COVER CREDITS Photography and Styling by Imahn Robertson-Josephs Model Agneta Vitkute Shoes by Christian Louboutin Car Mercedes SLK 250 Kompressor 4

EDITOR’S LETTER WELCOME TO THE THRONE

ome 30 years ago women were not as financially independent as they are today. This issue celebrates the emergence of the independent woman who has become a powerful figure in industries that were previously male dominated and who is able to reward herself with a luxurious sports car. The most visual possession you can ever own is an expensive sports car and the most important position in a car is the driver’s seat because that signifies that you are in control, important and have a level of status. When a woman takes her place in the seat of such a grand car, it immediately becomes an attraction for her, this is in essence travelling on her throne. So as we travel on our very own road trip, there is no better place to start than in the most glamorous destination of Dubai, where we explore luxury on another level. Along the way we look into the lavish attraction of wealth at London’s luxury 5 star hotel, The Dorchester. We suddenly get an insight into the must have accessory that enchances your look when driving. We stop off in Suzhou, China to appreciate Chinese women’s expensive tastes when it comes to bespoke red Ferraris, And then we recieve a glimpse of the association between sports cars and popular culture. Elsewhere we continue our remit to explore how luxury car makers Ferrari are adapting their brand to target women and meet some fascinating people in the car industry to learn from them. For instance: John Nichols, Car Marketeer for Porsche, who informs us about why high end cars aren’t advertised. We then meet some interesting women who work in different aspects of the car industry, Christina Kruse, model and co-founder of a motoring magazine explains her passion and interest in cars. Also the Creative Director for BMW, Monika Zych; female engineer for Ferrari, Ruth Buscombe and owner of an all-female car garage, Caroline Lake set their sights on working in a male dominated industry. Towards the end of the journey we take a look into the future of the eco-friendly Lamborghini and end up in London again, to gain insight into the way young wealthy Arab men fly their cars from the Middle East to London to drive them very differently to how they would in the Middle East. All we need now is a beautiful Mercedes SLK 250 to begin our journey in...

I m a h n Ro b e r t s o n-Jo s e p h s

IMAHN ROBERTSON-JOSEPHS, EDITOR IN CHIEF

Image: Left, Lamborghini police car, right Ferrari police car. Image courtesy of AFP photo agency.

ROAD QUEENS

By Imahn Robertson-Josephs We’ll never understand the relationship Dubai’s government has with luxury. How can I explain it... Driving an expensive super car such as a Lamborghini, Ferrari or an Aston Martin is commonly associated with great footballers, bankers and A-List celebrities. These types of luxurious cars require a person with a level of selfconfidence, fearlessness and perhaps a certain element of vanity. Wealthy people’s love affair with expensive cars usually consists of wanting to look and feel good. But life in Dubai is completely surreal as they associate the most expensive flash cars with police officers. Yes, it makes you marvel that any country has disposable income to spend on a multi-million pound police fleet. Dubai’s president puts his police officers in the world’s most expensive super cars. Then to make things more exotic two of the most expensive cars are only manhandled by female police officers. Indeed, that would be two policewomen patrolling around in a £360,000 Lamborghini and a £415,000 Ferrari. So if you’re ever thinking of trying to outrun a Dubai policewoman in a car chase, think again. The beauty of encouraging a sports car to reach its full potential necessitates self-assurance and to be able to harness the car’s horsepower correctly requires bravery. The point is that placing a woman who works in law enforcement in the driving seat of cars that can reach 0-60mph in 4.1 seconds, emphasises a particular statement to the world that women have power, control and confidence.

However, of course there is no escaping Dubai’s indirect motive of parading the idea that this country is only associated with luxury, but it’s the relationship between the supercar and the female officers which creates a threatening connection. No longer is the macho man primarily dominating these trophy cars that they’ve worked hard for. Dubai’s policewomen are cruising around in these dream cars and on an unfortunate note for many men, they’re free.

DUBAI ABU DHABI (CAPITAL)

LONDON PARK LANE

THE DORCHESTER HOTEL C ON TAC T DE TA IL S

The Dorchester Park Lane, Mayfair London, W1K1QA Switchboard: +44 (0) 20 7629 8888 http://www.dorchestercollection.com London is home to some of the most exquisite hotels. The Dorchester is a five-star luxury hotel and one of the worlds most prestigious and expensive places. Itâ&#x20AC;&#x2122;s little wonder that the rich and successful gravitate to The Dorchester, the hotel first opened on 18 April 1931 and still remains an attraction of wealth. Over the next page, thereâ&#x20AC;&#x2122;s a clever secret yet to be told...

THE DORCHESTER HOTEL By Imahn Robertson-Josephs

If it’s flash enough it can sit at the front... It is true that first impressions are always important. The Dorchester’s exterior remains a precious clue to suggest to anyone passing the building that this hotel is associated with the rich and successful. The hotel creates the grand theme that sets this building apart from the rest, by not only utilising the white gloved and top-hatted doorman, but by the constant array of luxurious cars in the front of their car park. Situated in Park Lane, one of London’s most expensive streets, the hotel emphasises the idea of expense by only displaying a fleet of deluxe sports cars owned by the guests, in highly visible areas, as a tactic to grasp the public’s attention. It wouldn’t take a spectator long to come to the conclusion that the hotel exudes wealth, as the exterior features as a window display, with precise landscaped gardens including hedges that are trimmed neat and low to allow the cars to stand out.

An average family car would certainly look out of place amongst the Lamborghinis, Porsches and Mercedes which usually have their space in the car park. It is also important to note that the flash super cars are unmissable due to the car park being a semi-circle shape, so that from whichever angle you turn your head, the images of lavish cars will always be in view. The cars are a jewel of stylish energy which evokes a sense of understated elegance and distinctive luxury: one of the three reasons why the hotel places premium cars in visible areas, for attraction. Further, wealthy people who have never stayed at the hotel will see the cars and feel more obliged to stay, whilst finally a row of flash cars stimulates people’s minds leading them to wonder who is rich, successful and staying at The Dorchester?

living on the road In a Mercedes SLK 250 Kompressor, a daily routine of morning, noon and night. Photography and Styling by Imahn Robertson-Josephs

9am: THE MORNING RETREAT

Lingerie by Agent Provocateur Left: Shoes by Christian Louboutin

Handbag by HermĂ¨s, Shoes by Christian Louboutin

12pm: AFTERNOON TEA

China tea set by Harrods, Clutch by Chanel, Dress by Karen Millen Headband by Accessorize , Necklace by Tiffany & Co, Watch by Tag Heuer

9pm: SWEET DREAMS

Earrings by Tiffany & Co. Negligee by Victoria Secret

GLOVED UP Whatever car you own, there is one thing that adds a special touch to driving. Not only are they a great addition to your look, they enhance the pleasure of your journey. The beauty of leather driving gloves is that they are a staple accessory for all seasons. In Autumn/Winter they keep your hands cosy, whilst in Spring/Summer they project a sportier impression with your convertible top-down. Driving gloves rose to prominence as a symbol of wealth in the 1960s, when they were glamorised by film stars such as Grace Kelly, who drove an immaculate sports car down the Grand Corniche in the classic film ‘To Catch a Thief.’ Gloves eventually went on to epitomise the tough guy image of bikers, but the good news is that designers still like this look now, so that in the 21st century and are creating an array of leather gloves. For SS13 we saw the driving glove in a much shorter length. Chanel and Hermes adopted the fingerless approach, designing black cropped leather gloves that only just concealed the hands and were part of the trend that leant towards a more subtle elegance. But it was AW14 where we saw designers using the strength of brilliantly coloured leather to make dramatic driving gloves. In the hands of Dior a royal blue glove was complimented with a pink accent, whilst Balenciaga used a symmetrical colour combination of red and grey. DSquared2 utilised Emerald green with tailored gold and blue embellishments. While leather driving gloves are great for their practicalities, they also look stylish as part of an outfit, even when you’re not behind the wheel. Driving gloves have been acquired by some of fashion’s most forward trend setters such as Madonna, who wears them religiously as part of her highpowered look. For those looking for a true signature piece, there is something for everyone. From Burberry’s perforated leather gloves, to a red patent lambskin glove by Prada, to the more traditional full length black leather glove by Mulberry. There are so many factors to consider when purchasing driving gloves, such as whether you want them to match your outfit, your car’s interior, or the car’s exterior- but most importantly make sure you invest in a pair with high quality and soft leather to allow for durability and flexibility.

objects of desire The secret to travelling in class is knowing what to take with you. Always pack the essentials.

Walking the streets in a killer red hot sole Shoes by Christian Louboutin

TA IL OR M A DE

By Imahn Robertson-Josephs Chinese women, expensive taste and bespoke red Ferrari’s...

Some of you may remember the impressive moment from the 1995 James Bond film Goldeneye, where the car chase between Bond’s Aston Martin DB5 and a Ferrari F355 takes place in the hills above Monte Carlo. What’s interesting is that we’re expecting to see a macho man in a Ferrari aggressively speeding up behind Bond but what we actually see is Bond girl Xiena Onatopp confidently passing him at speed in a gleaming open top red supercar. During this opening scene it’s not Bond’s Aston Martin you had your eye on, but the beautiful woman and the sparkling 1994 Ferrari F355. Of course Xienna and the Ferrari became a powerful attraction. Let’s switch the subject matter. A woman driving a Ferrari in Britain is rare, whilst in Monaco husbands usually drive their wives around, but in China all you see is women in the driving seat of red Ferraris echoing Xienna; these women are becoming known for their attraction to high end sports cars. The reason for this is that Chinese women want to project their power and challenge the association of Ferrari with male domination. They feel purchasing a red Ferrari is the perfect way to achieve this. It stands out from the yellow Lamborghini and black Buggatti, indeed the most popular Ferrari colour is red and this has been the Ferrari trademark colour since 1929.

A red Ferrari roars with a flash of passion, beauty, class and sex; these are cars known for their intoxicating sheer energy and feel good supercar sensation. Even with the broad array of luxurious sports cars currently on the market, the Ferrari has always been the supercar that carries the resonance of timeless quality that transcends fashion and style. The stereotype of today’s luxury consumer is not a Beverly Hills heiress but a young Chinese woman. More than 50 percent of the world’s richest women

CHINA

SUZHOU

are Chinese, there are more than 2,700 women who are worth $30m with a net worth $119m and 39 percent of them are under 40. They buy three times more Ferraris than Western women, according to Forbes.com in 2012. “To many young Chinese women, luxury is a necessity to define their economic rise, so labels and brands need to be noticeable,” stated Robert Frank on CNBC.com in 2012. China is becoming the biggest luxury market in the world and female clients are responsible for 30 percent of Ferrari’s sales in China, which indicates that women also want to own this luxurious sports car. However it is fair to comment that females in China strive to be different and live by the saying, ‘If anyone can have it, I don’t want it,’ when it comes to luxury goods. This means the average looking beautiful Ferrari many would dream of owning isn’t good enough for these women. They desire a built to order and tailor made Ferrari. No matter how much the cost, these women flaunt their money on personalising their super cars. China opened its biggest Ferrari showroom in 2013 in the most prosperous city called Suzhou. “Within two months of opening, women were mostly concerned with fitting extras to a Ferrari rather than just purchasing the model for how it originally stood,” said car salesman, Zhu Yuan. “We had a woman request that the body of the car and brake pads matches her deep red nail polish.” Does this mean that the manufacturers held responsible for designing Ferrari’s models aren’t quite meeting Chinese women’s needs and expectations? Or just that these women want their own colour palette? Or simply that these women don’t settle for the average? It is evident the standard looking Ferrari just isn’t exclusive enough.These women work hard for their luxurious goods and there is nothing wrong with personalising something to stand out. It is a fact that younger women compete with each other, rather than empowering one another, so that adding bespoke elements to a Ferrari

may be the means for these wealthy young women to compete with each other; creating something special is the way to stay ahead. “Women are happy to be placed on a long waiting list and wait for the alterations of their cars to be done, just as long as their car matches their own personal criteria they seem to be happy, no matter how long it takes,” says Zhu. It is crucial to remember that a Ferrari in China is double the price it is in the US or Europe, due to heavy import and engine taxes. So a woman requesting modifications to her Ferrari means that the car becomes an astonishing price for perfection to her individual taste. “The women aren’t bothered about the car reaching 0-62mph in 3.2 seconds or that they have a 4.5 litre V8 for maximum gratification. They are passionate about the beauty of the car and that the car represents them, if this can’t be achieved then the majority won’t be satisfied,” Stated Zhu. “I had one woman approach me to buy herself and her husband a Ferrari with tan brown interiors, so that they would have a matching his and hers red Ferrari on their driveway.” Luxury sports cars such as Ferrari and Lamborghini are beginning to cater for women, however they need to take note that women in China want specific features on their cars. Many women choose red, but what is interesting is that Chinese women are willing to pay extra money to have the shade of red altered to their tastes. What do they want next? The shade of the car to match their home interiors? Who knows? Often it takes an entire extended family to purchase a car in China, so these wealthy women spending disposable money on their cars to make them unique, is particularly impressive in this context. It is safe to say that these women are enjoying the freedom and opportunities of the world’s fastest growing economy.

Image: Nicki Minaj and Lamborghini, image courtesy of xxlmag.com

EXTROVERT

By Imahn Robertson-Josephs Spark the trend, don’t follow it... Great rap artists’ investment in high end luxury sports cars is no secret. Expensive cars are trophies of their success and a proportion of rap artists strive to customise a sports car that is a natural extension of their persona. In the music industry, rap artists are the most powerful and vocal on stage, it is therefore natural for them to acquire the most outrageous vehicles. This is exactly what the sports car needs because a special momentum is created when the two work together. If you want your sports car to stand out you have to challenge the normalities. On top of that, a level of self confidence in the driver needs to be well above that of a standard person. This is not unlike the qualities needed to become a great rap artist. Who better than a female rapper and style icon with something to prove, than American rapper Nicki Minaj? She is known for her aggressive lyrics and technically modelling her entire makeup, hair and wardrobe after Barbie, which has earned her recognition as a fashion icon. Her love for Barbie has extended to her fleet of expensive cars, all of which are spray painted pink. A shy person wouldn’t be comfortable behind the wheel of a car with a rocket engine that projects 2,005 horsepower, smothered in unmissable bright pink paintwork .

Changing a masculine fleet of cars to project a highly feminine sensation is clearly what Nicki intended. From 2010 to 2014 her £250,000 Range Rover, £220,000 Bentley and £300,000 Lamborghini Aventador all became pink. The cars resemble her personality: ultra feminine on the outside, but powerful by nature. The latter is embodied in her intense song lyrics and the former in the extreme engineering of her cars, which allow the two to work together in perfect harmony. The point is that breaking the tradition of purchasing cars in the most popular and standard colours makes space for a form of individual expression and independence via a car. Some may feel that the colour pink has ruined the beauty of her expensive sports cars, but the love of Nicki Minaj for her pink sports car is a fascinating one. For the effect to be successful Nicki Minaj needs the car to be a replica of her and the sports car needs her to be a replica of it. If one of these is out of sync it won’t give the right impression.

Image courtesy of AFP photo agency.

MIRROR MIRROR By Imahn Robertson-Josephs

Do women crave the perfect body image... Interviewing: Rebecca Arnold, Psychologist of Cambridge Catching a woman’s attention, when attempting to design a car that creates the impression she wants to exude, is actually less challenging than you might think. It appears that women are not as high maintenance as we may insinuate and as a matter of fact, car manufacturers are making life harder for themselves when trying to adapt their cars to the female market. For years most car manufacturers have fallen into the trap of assuming that all female drivers are beauty obsessed, infatuated with pink and typically girly. The latest example of this mistake was Japanese car makers Honda, who in 2007 designed a car for women which was compact with overly feminine features, including pink paintwork, a windshield which apparently reduces wrinkles and ‘Plasma Cluster’ air conditioning, that helps prevent dry skin. But the psychology of what a woman desires from her car is not embodied in the colour pink, or complex detail. Who knew that a woman’s body shape is significant not only on the catwalk, but also in car design? “Women need three things when it circulates around the design of a car: an ego boost, an immediate affection with themselves and a reflection of getting confirmation of who they are and what they have accomplished,” says Rebecca Arnold, Psychologist of Cambridge. Ferrari know exactly how to appeal to the female psyche, by matching the car’s design to women’s desire to express who they are by driving a high performance luxury sports car.

This was achieved with the Ferrari California launched in 2012, with a newer model in 2014, the exterior of which mirrors a woman’s curvaceous body. “Mirroring a woman’s body is a simple alteration that enables a woman to identify themselves with that product,” says Arnold. “With the sleek curves of the car, the expense of the Ferrari and the idea that you can only own a car like this if you fit into the category of wealth and success which is a psychological aspiration, a car mirroring a woman simply endorses what she has already become, in effect giving the woman an ego boost.” As stated in GQ Magazine in 2012 ‘The California looks serendipitously sexier; curvaceously hard bodied with a glam slam convertible and a tush that is positively Kardashian.’ Ferrari have experienced 50 percent growth according to digitaltrends.com, therefore adding a less aggressive shape that is more curvaceously feminine rather than the original aggressive aerodynamic Ferrari that is noted as more of a racing car, is the answer to appeal to women. “Ferrari have explored psychographic information where other brands had failed to, such as female beliefs, attitudes, behaviours and values. This would have helped in preparing a car that would appeal to the type of woman who was looking for a car that reflected her figure and personality,” says Arnold. A main reason for Ferrari’s success where other brands have failed, involves making an effort to see products from the woman’s point of view and not stereotyping femininity in a degrading way.

“The appearance of the Ferrari reflects stereotypical ideas of women as decorative, delicate and gracious, whereas the classic Ferrari reflects males as powerful, aggressive and vicious,” says Arnold. The success of a car targeted at women has been proven to lie in the context of female identification with the product, which is embodied in the Ferrari California which reflects the nature and personality of the consumer. It is clear Ferrari are up to date with the times and matching the psychological needs of successful women, numbers of whom are on the increase. They have taken a risk in changing their traditionally shaped Ferrari to attract women to their brand, but in doing so have demonstrated that women are easy to target. Perhaps this will prove to be the stepping stone for other car manufacturers to cater to the design requirements of the rapidly expanding female consumer base. In most situations women want to look good, feel good and be comfortable in their own skin. Ferrari in effect is providing this for women, imagine being sat in a prestigious car that has a beautiful body and elegant curves; one could not look bad or feel uncomfortable in this car, as it embraces the beauty of a woman’s body. In direct contrast is Honda’s pink car, which a woman would probably feel ashamed to be associated with, by driving it.

the dominant woman A chic black look, intesively gazing into the distance to find her next desination.

Belt by Gucci, Jumpsuit by French Connection, Shoes by Christian Louboutin, Handbag by Prada, Watch by Tag Heuer

Image courtesy of AFP photo agency.

CONCEALED BRANDING By Imahn Robertson-Josephs

Why high end sports carbrands don’t advertise... Imahn Robertson-Josephs speaks to Porsche Car Marketeer John Nichols.

The average person comes into contact with 3000 adverts and television commercials a day and a large proportion of them are car advertisements. In terms of car advertising many marketers for cars such as Mercedes or BMW take on the ‘3 + frequency’ which means consumers will see these adverts around three or more times to make them aware of the brand. However marketers for cheaper cars such as Renault, Volkswagen, Honda and Citroen will take on the ‘seven times factor’ meaning customers will see the product seven times and over to motivate them enough to think about making a purchase. However the marketing for higher end luxury brands such as Lamborghini, Ferrari, Aston Martin and Rolls Royce doesn’t seem to exist within online or offline adverts. “They know the value of their product brings customers to them,” explains John, Markeeter for Porsche. “Consider a Ferrari and a Ford Fiesta Sport. You are more likely to notice the Ferrari due to the design and the brand equity. These are cars that sell themselves.” The difference in price between an average priced car and a high-end sports car is roughly £250,000- £370,000. Impressive, given that the expensive car brands sell every car they make with no advertising. “Ferrari produce the most cars they can and every one of those cars they make is sold,” John says. “Everyone knows that these types of cars are well designed prestigious vehicles, so spending money to advertise them is a waste of time and money.”

Commercials cost companies thousands, even millions to create, therefore luxury car companies would not profit from commercials, but in fact, ‘lose money’. “We know that the purpose of advertising is to target your key demographic, says Nichols, however the profile of the average TV viewer is well removed from the profile of the average Aston Martin or Lamborghini customer.” The appeal of these cars and why they sell so well with no promotion is not just due to the authenticity of the brand, but in fact, due to the consistent intricacy of new designs. “Customers that buy these luxury cars know that these brands are obsessed with motoring perfection, requiring stringent attention to every single detail, such as the ride comfort, the feel of the pedals on your foot, or adding electric doors.” He explained that these customers come to view or purchase these elite cars because they are aware these brands provide luxury in many different ways. “Creating adverts for supercars detracts from the exclusivity of them, expensive supercars cater for a very specific audience which is why people who would buy them in the first place come to us, instead of the brands reaching out to them to promote their cars,” he says. “It would remove the prestige if these sports cars were on television like the lower end cars.” So how do these super cars advertise? The answer: “Commercials just aren’t necessary,” he puffs.

“These cars are so exclusive and some are so rare, such as the Bugatti, that they depend upon TV shows and magazines to discuss their cars for free,” he said. “ Top Gear promote the most elite cars by discussing the advantages of the cars and utilise test drives with experienced race drivers so viewers can see the actual quality of the car.” In fact, these brands rely on people who come to view the cars. “When people come for a test drive, they take a picture of the car and then show the pictures to their friends and family, they also post images on social media, meaning the car becomes viral. Therefore the people do the advertising for us and they are our marketing strategy.” Commercials are created for everyday people and these type of people would be able to afford a Ford, as opposed to a £400,000 Lamborghini. “The average buyer for these cars is so rare and doesn’t buy one every single year,” says John. The majority of the population cannot afford such luxurious supercars and commercials are for the majority of the population. Demand for these cars already exceed supply, therefore having commercials to increase demand would result in spending extra unnecessary money. In addition, some of these cars such as a Lamborghini Murcielago LP640, or a Ferrari F599 GTB Fiorano have an extended waiting list of up to two years. Elite brands have a long waiting list to make the consumer appreciate the car far more, so that these cars are for the extremely patient and prestigious. Cheaper branded cars rely on heavy advertising to force their customers to remember the brand and purchase a car. However luxury brands will never have to do this because people know these cars shout wealth, success, opulence and the idea that you dare to drive a car so grand. These cars need to sustain their exclusivity, so over exposure would devalue the actual brand. “People know that these are the only cars that will make you look good and feel great, the cars speak for themselves,” says Nichols, “advertising doesn’t need to tell it’s consumers that a supercar is spectacular, it’s presence alone should continue to achieve this.”

CHRISTINA KRUSE By Imahn Robertson-Josephs

Subtitle to be added.

It was 3:27am on Thursday 4th March when I interviewed Christina Kruse. It seemed that this was her only spare moment to wind down and relax from her busy schedule. With a fascinating and diverse career, Christina is well known as one of European haute couture’s top fashion models, she has modelled for luxury brands such as Versace, graced the covers of Vogue Italia, Elle, Dazed and Confused magazine and paraded down the catwalks for Marc Jacobs, Zac Posen and Alexander Wang. As well as her modelling career she also is an artist, photographer and sculptress. However, she is known primarily for her modelling and photography that has been displayed in well regarded galleries in Paris and Germany, as well as being featured in Vogue and Harpers Bazaar. But aside from her glamorous profession, she is now the founder of a motoring magazine called MPH. Her affinity with cars is a profound one: her father had a real interest in cars and owned many, which encouraged Christina to develop a love affair with cars too. “Cars were always something that interested me and ever since my dad bought them I have developed a fascination with analyzing new car designs and reading up on the latest cars on the market.” As a full time model, Christina spent a lot of time travelling the world

“CARS ENGAGE US I N T E L L E C T U A L LY A N D O N A N I N T I M A T E D A I LY B A S I S , A S D E S I G N A N D T E C H N O L O G Y.” and a lot of her time in airports looking at magazines. She explains that she consistently bought car magazines each time she landed at a different airport, but said that she came to a point where she became disinterested in the content. “It was a strange feeling,” she recalls. “Exactly 12 years ago I stopped buying the magazines on the stands.” She describes reading the magazines as ‘tedious’ and believes that her tastes and interests had changed so that nothing seemed to excite her anymore about car magazines. Christina was in fact searching for different kind of information about cars, which presented them in terms of their design. She realised that this didn’t exist in the market at the time. She believed that she could address what she felt was lacking in car magazines, by developing her own project. “I just sat at home, 12 months ago and suggested to my boyfriend at the time (co-founder/publisher of MPH) that I thought he should do a car magazine and this is where it all began. Danielle Kim and I founded MPH and Craig Mcdean joined as co-publisher.” But she has a love-hate relationship when it comes to the different aspects of creating a car magazine. “I love creating the exciting content and developing all the shoots and visual imagery for the magazine; but I dislike numbers and statistics meetings, when it comes to developing a publication.”

Being involved in the fashion industry already, as a model, is a distinct advantage when publishing a motoring magazine. She explains that MPH is about “Getting cars, fashion, art and culture under one roof, so to speak. These worlds are very close together, share one love and at times obsession.” Christina has a love for cars, amazing designs and brilliant technology. She spoke about what she was trying to achieve with MPH, how she wanted it to be ‘exciting’ and what she felt wasn’t already in car magazines: “I believe what is interesting about MPH is tying these worlds of fashion, art and culture together visually and the people within.” Christina instantly became a motoring enthusiast. “I am pretty much in awe of anything that is well built, so not at all limited to cars. But when you sit behind the steering wheel of a car that is well made, functions beautifully and does exactly what you want it to do, it just doesn’t get any better.” She loves fast cars and recounts the tale of how “On New Year’s Eve in 1999 I decided to drive my Dad’s Porsche ‘into’ the New Year on the Autobahn. I drove super-fast and stopped pushing down on the accelerator at 250 km/h.” She describes the experience as a ‘powerful momentum that transcended a feel good sensation.’ It is clear Christina loves cars for many different reasons, which enables her to write with passion for MPH. She talks about her favourite cars: “A Carlo Molliono’s Bisiluro is just one of the most beautiful designs I have ever seen. But I like a lot of cars for different reasons. I also love old Jaguars, Volvos and Saabs- they all have their little faults (especially with maintenance issues) but I love them for their elegance.” Her taste and interests for different aspects of cars allows her to be creative in her own way. “I publish everything about cars except how to fix them.” The magazine is different to many publications currently on the market, as she includes topics such as vintage and modern car designs, interviews with car designers, even people building race tracks on their country estates, to car motoring tourist attractions. She has learned that diversity creates vibrant content and appeals to a wide audience, which reveals Christina’s determination to make MPH a successful publication for today’s society. She explains why her magazine is current: “Cars have fired the world’s imagination like nothing else,” she tells me, “They are objects of desire and they are symbols of individual freedom.” What excites Christina most is the fact that cars become an ‘essential emblem of who we are, or how we see ourselves.’ She herself has a collection of cars for many different reasons, “I have a Mercedes TD Station Wagon, which my son calls “the beauty”, I love that car for its never failing me and its capacity to transport amazing amounts of goods all over the place,” she says. “Mostly I love its design: the chrome roof rack is the colour of the exterior, a beautiful egg shell shade and the interior being tanned leather....It’s just a beautiful sight to me.” Christina also owns a Jeep for its practicalities other than appearance, but she also owns a Porsche which she has tremendous love for, ‘who wouldn’t love a Porsche?’ she asks me.

“This car’s performance is just spectacular. When people say a car drives like a dream, my Porsche does exactly that.” Christina explains to me that cars are important for everyday life and in fact ‘educate’ us in many ways. “Cars engage us intellectually and on an intimate daily basis, as design and technology.” In any case, she feels that people should be aware how much a car can affect our lives and she explores this within MPH, where she says, “Car designers and engineers are constantly making cars faster, whilst for the ‘health conscious’ cars are becoming more efficient and more in harmony with the natural world.” The modelling side of her job doesn’t interest her as much as producing a car magazine, which is what she is most passionate about; she admits “I only model part time now which is always a treat, but cars are what I actually love and what I am passionate about and fascinated by.” As women are still outnumbered in the car industry she admits that one of the highlights of working for a motoring magazine is being surrounded by males, “I do find it funny sitting with boys in meetings whilst they discuss cars and the moment a female puts in her two cents, the round goes quiet...politely” she says, “It is a good feeling.” The mechanical side of cars doesn’t seem to fascinate Christina. “In all honesty, I don’t know a lot about cars and their mechanics by any means and really have not much interest in knowing more,” she says “What I project in MPH is more about the designs, but I would like to say I am very informed about a car’s performance and performance issues with models I personally like.”The amount of women in the industry is still fairly low and it is probably still considered to be a male industry, but Christina says that the amount of women represented doesn’t bother her. “What I would be more interested in is seeing how the exterior design aspect would change if was done by a woman. Perhaps some really wonderful surprises would appear; or perhaps not.” The car industry is very difficult for females to break into, especially in terms of achieving an executive position. “The good thing is I am not trying to sit in an executive office at a car company...that would no doubt be a challenge; as a matter of fact I know there are about 3-4 Head Design women in big places, but as far as I know not one at executive level.” She admits humbly that she is not trying to gain recognition as one of the few women who work in the motoring industry. Indeed she is more focused on making MPH a success and attracting a broad audience. Christina tells me, “People love car talk and there is so much around us; in many magazines out there, television, radio or racing reviews and people follow car blogs and other types of social media that displays car information,” she says. “MPH is about generating a wide range of information on cars in one publication, this will allow us to imaginatively serve the huge audience out there and keep them informed, as well as entertained, by the interesting features within the publication.” Christina is a passionate car publisher who wants her audience to gain maximum insight into cars, by the engagement of her own fascination with vehicles, via her magazine. She is working as hard as ever with enormous responsibilities, to make MPH a success, along with her other careers as a photographer, model and sculptress. Her influence will have a positive impact upon many women aspiring to break into different fields in the car industry, whilst the variety of features within the magazine will allow it to appeal to a wide audience, so that MPH will be a worthy competitor to current car publications.

Image courtesy of AFP photo agency.

Image courtesy of Monika Zych

ROLE REVERSAL By Imahn Robertson-Josephs

Time for the female to step forward...

This is the era where women are proving themselves in many more contexts and stepping up to challenge what is still considered to be a male dominated career. 50 years ago a woman working in the car industry, taking on the role of car designer, engineer or mechanic was unheard of. However women today are showing interest in not just driving a car, but how to create and repair one. Is it safe to say that the idea of only associating the car industry with being a man’s job become outdated? Imahn Robertson-Josephs speaks to a range of car savvy women to find out. Looking back through history at female association with cars, consider the classy film goddesses of the 1950s, such as Grace Kelly, looking the epitome of glamour, driving an immaculate sports car. Conversely there was the woman in a bikini prancing around racing cars, holding a banner and finally the sexualised woman draped over the bonnet of a car, symbolising some sort of sexual ornament. But now women are involved in every intellectual aspect of the car business. It may be hard to believe, but this indicates changing times within a traditionally male industry. Women have control in serious decision making positions associated with the creation of cars. Monika Zych is the Creative Director at BMW.

“I discuss new designs and innovations, I focus on sketches and mock-ups for future cars. I pay attention to the psychology and aesthetics of BMW’s to depict the kind of message being projected with the car. Not only that but I focus on improving the safety, aerodynamics, colour trends and materials,” she says. “Today’s woman appears to be more independent minded,” stated Monika. She confirmed that women want to show they can be successful when completing what is perceived to be considered as a man’s task. “In some cases I do feel I am pressurised to prove myself against male domination but once a successful idea is generated it just shows I can hold my position to the highest standard,” she said. “What I dislike is that people are still shocked when a woman is involved in the car industry.” It was only in 2001 that General Motors in the US created the first dealer development program for women. However statistics show that women are still outnumbered by males in this field all over the world. “I believe in the near future more women will be acknowledged as vital influences in the car industry. Female CEO’s of major car brands are gradually increasing, therefore I believe women may not dominate the industry, but the ratio of men and women will be equal in this field.”

According to an AA survey, one in four females aged between 11 and 16 are considering a career that requires technical skills, such as a mechanic. The world of car mechanics is another male dominated area, however we now have Britain’s first all-female garage in Norwich called ‘Caroline’s Cars’. It’s very stereotypically pink; pink overalls, pink logos and a pink sitting room, all to make women feel welcome. They couldn’t make a bigger statement of their rejection of men. Caroline Lake founded Caroline Cars in 2006 and the motive behind the development of the company was because a large percentage of women feel intimidated and patronised by male mechanics. Why does she think men treat women differently when it comes to cars? “It’s a stereotype that hasn’t changed, believing that women know nothing about cars so they’re constantly being ripped off and I want women to come here because they know they will get the best service,” she says politely. Further, in 2013 a Ms. Van Bortel told The Daily Mail: “An all-girl garage will be successful because women are heavily interested in treating women right when they come in, I don’t mean to sound stereotypical, but women have so much more empathy for customers.” Caroline believes that men need to be aware that women have great knowledge about the mechanical side of cars and this shouldn’t be overlooked. “It’s not about competing with male garages, I just want to show that women don’t just want traditionally ‘female’ careers such as midwifery, they’re also skilled in many other ways,” she says. “Women are naturally maternal and want to help practically so we see fixing someone’s car as an obvious way to do that.” “I’ve always had a passion for the mechanical side of cars and I’ve always been fanatical about them, people need to realise that cars aren’t just a man’s best friend, they also can be a woman’s. A mechanic isn’t just a man’s job, it’s also a woman’s job too,” says Caroline.

It doesn’t stop there, there are female engineers for the most luxury sports car brand also. To date, there are only 6% of female engineers and Ruth Buscombe is one of them. She is female engineer for Ferrari. “My love for cars has never left me, I think it is important that women are involved in engineering because it allows for different perspectives to be in place when it comes to decisions,” says Ruth. Why do you love being an engineer? “Working for Ferrari is a dream, I love the fact that this job requires imagination and creativity. It is hard work but it’s a job where you need constant innovation and invention and this is what fascinates me.” Ruth believes that no job should be considered as purely a man or woman’s career. “Why label a job to a specified gender? People constantly ask me why I’m involved in engineering because I’m a woman and my response is always the same: because I love cars. When I’m sitting in a meeting amongst males I feel empowered not intimidated.” Is the idea of only associating the car industry with being a man’s job, becoming outdated? It is evident that many women are taking on demanding jobs in the car industry and proving they are successful at completing what was traditionally recognised as a man’s task. However, although women are still outnumbered in the industry by males, we can say that gone are the days where women lack knowledge about different aspects of a car, indeed women have broken into the industry and achieved high end positions. I think it’s fair to say that some women have made their mark in the car industry.

Image courtesy of Ruth Buscombe Ferrari Illustration - Inside the engine

THE GREEN LIGHT By Imahn Robertson-Josephs

It’s healthy, it’s organic, it’s kind to the environment and perfectly complements a world where health issues matter amongst women. Having this car means you are environmentally mindful of nature... This car is not just about being trendy, it’s a car built with a special purpose, rather than just a style idea. The result is the Hybrid Lamborghini, due to hit the market in 2015. As these cars have a V12 engine size producing over 670 horsepower, Lamborghini is probably not something you would associate with reducing co2 emissions- but this is what makes the car even more spectacular. The question is, how can something so powerful be eco efficient? The answer is the electric motor and petrol engine which allows the Lamborghini to emit little noise and no flammable fumes. Peter Harley, salesman from Lamborghini said, “These modern sports cars have always been associated with being harmful to the environment. Therefore it is a requirement that Lamborghini felt the need to design models that are cleaner and safer, the company will spend approximately £30 million to reduce emissions.” Many people doubted that a sports car could be eco- friendly but the argument is, if some top cars can have electric seat heating, electric massage chairs, electric power windows, electric wing-mirrors, electric televisions, electric umbrella holders and electric coffee holders, with technology forever advancing then what’s stopping an electric motor featuring in a Lamborghini? The answer is nothing. “The electric motor will come in handy when driving slow and driving in congested city traffic. It may not be like the Mercedes SLS AMG full electric vehicle, but being able to reduce co2 emissions in a Lamborghini is an achievement within itself,” said Peter. Statistics show that motor vehicles cause 75 percent of carbon monoxide and co2 pollution, the majority of which is caused by luxury sports cars. “I have to praise these luxury brands for showing concern about our environment. I am glad Lamborghini have used a safer option by utilizing an electric motor within their cars. Every little helps and even though Lamborghini haven’t changed their cars to a full electric vehicle, it will still reduce local pollutants that are harmful to our health and give maximum

benefit to your journey if it involves lots of urban driving,” said Matthew Dorking from the Environmental Agency. In the past the roaring engine from a luxury sports car was something that was exotic. But now with the electric motor in place, these cars create an aura of sexiness. Imagine something so powerful, yet so peaceful; it doesn’t sound possible. The Lamborghini now makes a silent statement allowing the car’s presence to make the noise, rather than that sometimes annoying engine sound. In addition, being chauffeured around in a hybrid Lamborghini will draw attention for all the right reasons; no longer is it because you’re heavily polluting the environment, the car may still cause jealousy, but it’s appeal will be that you are helping to save Mother Nature. Dependent on their car sales in 2015, Lamborghini hope to produce a 100 percent fully hybrid car, eventually. Even A-list celebrity Leonardo DiCaprio has opted to fight global warming and has set the trend by investing in a hybrid sports car. It’s a guilt-free way to spend your play dough on something that is exquisite, but healthy for the public. “With celebrities promoting hybrid cars, they can make a positive difference to helping the environment and since they are being followed by so many fans, they know they have a social responsibility that they must fulfil,” stated Matthew. Although Lamborghinis and other sports cars are made for people with a love for speed, it is interesting to note that for once Lamborghini haven’t placed their competitors at the centre of their concerns - they have given special attention to becoming a part of improving society. It doesn’t sound convincing that a car company so obsessed with speed and horsepower are now showing concerns about health, but it is a fact. The hybrid Lamborghini is undoubtedly worth considering; why not purchase a car that is so luxurious within its exterior and interior, which still drives like a dream, with the advantage that it is cleaner and safer to drive around on your adventures? The choice is yours.

RICH AND THE RECKLESS By Imahn Robertson-Josephs

Knightsbridge: The new Formula 1 racing ground for young wealthy Arabs... There is the classic saying: ‘why purchase a sports car if you can’t show off and celebrate the pleasure of its speed and power?’ But there is always an appropriate time and place to achieve this: usually on a race track or an open land where no houses or people are present. However for young wealthy Arab men, this time and place is specifically 3a.m in Hyde Park and Chelsea. This area of London is home to the Queen’s household and has been renowned for centuries as a place of wealth and respectability. But these ‘boy racers’ overlook this and treat it as a place to break the regulations associated with driving. Every summer wealthy Middle Eastern ‘boy racers’ fly their expensive super cars to London for a holiday. They class London as their second home and as a place for them to reveal their customized and elite sports cars for attention. Some may note that Knightsbridge is classed as their fashionable meeting spot, dedicated to boasting about their deluxe cars. Not only do they use London’s residential streets as a place to race, it is a place to drive their highly expensive super cars recklessly and to pull the ‘wildest stunts.’ “It is all about image and risk taking,” says boy racer Rashid Abrahim, 23, owner of a Lamborghini Aventador. He explains to me that it is all about which driver can accelerate their car the quickest down restricted roads; who can pull surreal stunts whilst keeping the car under control and who can rev the car to create the loudest noise. If these actions are fulfilled it creates a powerful feeling for the owner of these sports cars.

What is fascinating is that these elite cars that are flown from the Middle East to London, carry price tags ranging from £250,000 to around £2 million. One would think that you would need to be extra careful and take incredible care of such an expensive car, but the boy racers are in fact abusing the elegance of a premium car. The most popular stunt that these racers perform is the ‘handbrake turn’ around tight bends. It involves driving at speed and then locking the rear wheels with the handbrake to make the car slide sideways and skid. This technique is used in most forms of motorsport

LONDON

MIDDLE EAST

and demonstrates the car’s agility, as well as the driver’s control. “I’ve become a professional at this technique,” laughs Rashid. “My friends and I like to see how far the car can skid by looking back at the tyre marks on the road. It requires skill and good judgement to know when to pull the handbrake in dangerous areas,” says Rashid. Aren’t you afraid of the vehicle flipping over, ruining your expensive car and putting your life at risk? “No because being 23 I need to take part in these crazy things before I have to marry and take life seriously,” he says. “There is no point in being young and not living; a Lamborghini is made to gain attention and by pulling stunts it achieves this. I see people filming me and taking pictures of what I do with my car; you can’t always think about the negatives.” Conversely people who are wealthy and own a luxurious super car, go the extra mile to keep it in pristine condition. This not only involves looking after its appearance, but taking care of the engineering. Ferrari owner Tim Barker, 46, is a Management Consultant who lives in an apartment on Sloane Street, in Kensington, says: “I look out from my window and analyse the way these young men are treating their high end sports cars, I don’t think they realise what damage pulling stunts does to their vehicles,” he says. “I am so cautious of keeping my car in perfect condition that I try not to press on the brakes too hard so that the tyres remain in a smooth condition.” Would you ever pull a stunt? “Never! The repair costs are huge for these cars so I would rather prevent that. In particular intentionally causing the car to skid for a stunt causes severe damage to the gearbox.” Tim explains that these elite cars are not a ‘jack the lad’ type of car, where for example you add features to a Corsa to improve its appearance. This is an “expensive, and beautiful machine, where mistreating it dismisses the value of the car and in a sense disrespects the brand.” The capital has an influx of Arab wealth which brings diversity to the city. For many young Arabs coming to London and driving recklessly in their sports

cars is an escape from the restrictions back home in the Middle East.“London has casinos and clubs and is a place to socialise, this is why me and many guys come here for nights out and drive our cars after we have been clubbing. We don’t drink alcohol because of our religion and in this country males and females can mix, so we will drive our cars madly at high speeds to impress British women,” says Rashid. PC Barker, Metropolitan Police said, “The police force is aware that these men come to London because the UK is more tolerant than their country and they come here to relax,” says Barker. “However I have fined owners and seized their sports cars due to them driving outrageously along Brompton Road, especially outside Harrods.” He adds “There are police operations to monitor these sports cars. Dangerous driving is not acceptable and will be prohibited.” It would probably make more sense for these racers to travel to Germany, as their speed limits aren’t as restrictive as in London. However one of the main reasons why they come to London is because of the glamour the city projects. You will usually see many Arabs racing and ‘abusing’ their cars outside Harrods. The reason for this, explains Rashid, is that “Qataris bought Harrods and many men that come to London are from Qatar and Dubai so we are proving a point that we are wealthy,” he says. “Harrods is expensive, our cars are expensive and so we are just setting the scene, but being loud about it.” Many people have a very personal relationship with their sports cars and they are classed as an essential good for wealthy people; it just seems to be the case that millionaire Arab males want an exceptional experience in one. Supercars are supposed to be timeless necessities that last a life time. However with the way these boy racers are mistreating theirs, they will be lucky if their cars aren’t written off within a couple of years.

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