Ladies Watch Out There’s A New Metropolitan Superhero About
(A snapshot down Mayfair )
Once upon a time, man had little more in common with a stealth superhero than say, Clark Kent’s scratchy grey suit, or his geeky horn-rimmed trademark glasses. But now it seems that a new trend is emerging for the wannabe heroes - the matte car, a fashionable fad not dissimilar to the ‘Batmobile.’
With many male dreams resting on the urge to become ‘Batman’ (after ‘The Dark Knight’ in 2008 hit our screens), it’s no surprise that this testosterone-driven trend has become hot across the globe. Matte may not be the most obvious choice for car paint work, but it’s fast becoming the new Vogue. No longer, does gloss equate to luxury: think of the new ‘dull’ finishes to mobile phones and laptops, or even the muted clothing at the height of fashion (Child Of Jago A/W 2010-11). So the next step for the bionic colour is of course, a car.
The bling-factor of chromed cars has peaked; for example take attention-seeking footballer El-Hadji Dioufs’ obnoxious silver-coated Mercedes McLaren SLR. Now, at the opposite end of spectrum, wealthy men-about-town, drive understated Lamborghinis – coloured in the non-tacky Nero Nemesis, a personalised matte coat - for around £10,000, (on top of the £150,000+ car price tag.) Even Lindsey Lohan is reported to be renting a matte black Rolls Royce. At the other end, backstreet boy racers, hastily cover their dated but pimped out cars, in black film wrap or basic car primer (for £25) to keep up with the action. Ask these boys with such nicknames as AJ to JC, why they do it? They simply reply, “It’s hot. You look cool. It’s something different.”
Ironically, the streetwise boys pay homage to the original concept of non-glossy cars, the ‘Rat-rod’ craze of the 1930 to 50s (DIY customisation), resulting in primed but unfinished cars, which emphasised the cars’ body, not the paint work. This idea has filtered into the SEMA trade car shows over recent years, (fast cars with no flash). But, notably this time around matte (which is actually rough to the touch) cuts an impressive image of masculine strength along roads filled with polished candy coloured cars, representing not only a superpower car but an elite lifestyle.
Lustreless colour, is certainly becoming a ‘fashion statement,’ according to Stephan Winkelmann, President of Automobili Lamborghini, it makes for an "even more exclusive Lamborghini,” defining a privileged society. However matte mania is tricking down into mainstream life, catching the eye of all big car companies within the last year, from Audi to BMW.
Indeed the macho matte effect is starting to take a hold, shaping the outlook of car parks worldwide. These are rapidly turning into a ‘Batman’ film sets (have a peek outside Harrods). But, love it or hate it, this emerging trend is certainly developing at a superhero fast pace.
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