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Not sure why all the overreaction. BMW didn't have this collaboration thinking it would appeal to the majority. This was likely done to appeal to a certain demographic that we know have zero interest in cars either for driving or just general car ownership. There would almost be no point for BMW to collaborate with more established designers or brands like Louis Vuitton, Chanel, Tiffany, Hermes, etc. because they would be catering to the same group of people that would either be buying a BMW anyway or already have one.
This exercise for BMW is nothing more than trying to capture a market and expose themselves to people who only think of "hypebeast" culture and Uber.
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