We all know that Volvo is about safety. But the Volvo S90 is also about style and luxury. Every element of this sedan is designed in the most stylish and luxurious way. Except for one little detail: the ordinary fluo safety jacket. Often thought of as the ugly accessory hidden in the back of the trunk, next to the spare tire.

For a brand that attaches so much importance to safety, the S90's fluorescent vest had to rise to the occasion, so that luxury and safety could become one and the same. We asked Aravinda Rodenburg, a renowned tailor from Belgium, to design the fluo waistcoat. Everyone who bought a new S90 was invited to either come to the tailor or fill in a document with sizes and measures, in order to get his tailor-made safety jacket fabricated.

The campaign started in November with the release of a video showing the fabrication of the jacket. The focus was put on the design and all the steps of the conception. We brought particular attention to the beauty of the result, to sublimate the product. Simultaneously, we launched a direct media campaign to our specific audience, the men's luxury segment.

Our tailor-made safety jacket received the European Certification, the absolutely needed label for our jacket to be used. Aravinda Rodenburg, the bespoke tailor who made our tailor-made safety jacket was invited on Belgium’s most popular radio station Radio 2 to talk about the crafting of it. The online film we posted about the making of the jacket was viewed by 83.000 people. The tailor-made safety jacket blog page was the fourth most successful Volvo blog page ever in Belgium. 20% of all new S90 buyers, went to the tailor shop to have their measurements taken and ordered a tailor-made safety jacket. The jacket was picked up by fashion and design blogs, giving Volvo a well deserved place in the premium segment. In September 2018 standard sizes of the safety jacket are planned to be added to the Volvo webshop and will become available for all Volvo drivers.