The new BMW XM Mystique Allure is inspired by Naomi Campbell

At the 77th Cannes Film Festival, amidst the dazzling array of movie premieres and celebrities gracing the red carpet, BMW introduced its one-of-a-kind BMW XM Mystique Allure. The high-performance vehicle, inspired by British supermodel Naomi Campbell, marked its world premiere during a global celebration of film and fashion. The BMW XM Mystique Allure is the latest innovation from BMW M GmbH, featuring the M HYBRID drive system that combines dynamic performance with advanced hybrid technology.

The partnership between BMW and Naomi Campbell began with the “Dare to be You” campaign for the BMW XM, encouraging individuality and confidence. This collaboration culminated in the creation of the BMW XM Mystique Allure, which Naomi Campbell herself presented at Cannes. The festival, known for luxury and grandeur, provided the perfect backdrop for unveiling this bespoke vehicle. Campbell made a memorable entrance at the Palais des Festivals et des Congrès, arriving in the BMW XM Mystique Allure, capturing the attention of attendees and media alike.

“Witnessing BMW’s vision for the BMW XM Mystique Allure come to life has been truly incredible,” says Naomi. “I feel deeply honoured to have sparked the inspiration for their first-ever high-fashion show car, which stands as a unique masterpiece in every aspect.”

This event also underscored BMW’s ongoing commitment as the Official Automotive Partner of the Cannes Film Festival. For the third consecutive year, BMW enhanced the festival experience and promoted sustainable mobility by offering a shuttle service with a fleet of over 200 vehicles, including the all-electric BMW i7, BMW iX, BMW i5, and the plug-in hybrid BMW XM. This initiative aligned with BMW’s dedication to environmentally friendly transportation solutions.

The BMW XM Mystique Allure is notable for being the first vehicle from BMW designed using materials from the haute couture fashion industry, drawing directly from Naomi Campbell’s favourite colour palette. The exterior of the car features a deep ultramarine hue, complemented by a matte finish that enhances its visual impact. The design integrates high-fashion elements such as rich velvet and shimmering Frozen metallic sequins that transition in colour from intense violet to deep ultramarine, reflecting the luxury and style synonymous with Naomi Campbell.

Interior elements of the BMW XM Mystique Allure are equally lavish, with the entire cabin, including the M Lounge in the rear, upholstered in purple velvet, creating a regal and comfortable environment. The collaboration with Hans Zimmer introduced an exclusive driving sound for the vehicle, part of the BMW IconicSounds Electric initiative. This sound design enhances the driving experience, especially in the M HYBRID drive system’s all-electric mode, where movements of the accelerator are met with a rich, engaging sound that mirrors the car’s dynamic capabilities and aesthetic appeal.

The BMW XM Mystique Allure is a coming-together of bespoke luxury and a powerful iteration of BMW’s M HYBRID system. This model represents the zenith of BMW M GmbH’s offerings, combining muscular design with environmentally conscious performance. Features such as the two-piece split headlight units, Iconic Glow contour lighting, and the distinctive hexagonal exhaust tailpipes accentuate the vehicle’s bold design. With a maximum output of 550 kW (748 hp), the BMW XM Label Red represents the pinnacle of performance in BMW’s lineup.