For the highly original "Be Cycle&Fashion" operation, 11 fashion designers and one Peugeot Couleurs et Matières designer are customising bicycles devised and offered by Peugeot, which will be exhibited at the Cannes Lions International Advertising Festival from 21st June 2010 and sold at auction in the autumn for the benefit of the ACT Responsible association.

Peugeot is the partner in an operation dreamed up by the IDENIUM agency, developed and produced in collaboration with One Heart Channel (www.lachaineducoeur.fr/becycle) dedicated to solidarity and the environment, and Sylvie Burger Conseil.

Why "Be Cycle&Fashion"?
A cult object and symbol of environmentally-friendly transport, the bicycle is making a come-back in many large towns and cities. It is very trendy, becoming the standard-bearer of the new committed generation. At the same time, fashion, luxury and design have for several years forged a durable, creative dialogue with sustainable development.

To learn more about the « Be Cycle&Fashion » operation, read the press kit.