When I got the email from Sergio Hudson’s team about his new collaboration with Volvo and an invitation to Charleston, South Carolina, to experience it firsthand, I didn’t hesitate for a second. My grandparents were part of the Great Migration, leaving the South for Los Angeles many moons ago, so any opportunity to return feels like a love letter to them.
The Dewberry Hotel became my home base, a mid-century haven wrapped in Southern hospitality. After checking in and freshening up, I met Sergio for my fitting. The coat and belt, both crafted in collaboration with Volvo and inspired by the fully electric EX90’s interior, were as sharp as they were symbolic. Tailoring so precise it could cut glass. Materials so soft you’d swear luxury and sustainability were finally on speaking terms.
Over the next few days, Charleston revealed itself through the lens of design. We watched models style the coat from sunrise errands to rooftop cocktails, each look proof that the collection moved as seamlessly as the car that inspired it. And speaking of cars, the EX90 drives like silk. Smooth, steady, whisper-quiet, with a built-in massage chair that could convince even the most chaotic creative to chill out.
But this wasn’t just another fashion and automotive partnership. This was something deeper, something rooted.
Legacy Meets Luxury
For Sergio Hudson, this wasn’t about logos or luxury for luxury’s sake. “Growing up, our first car was a Volvo,” he told me with a grin that said it still blows his mind. “I never would’ve dreamed I’d be collaborating with them one day.”
Now, decades later, the designer known for sculpting Michelle Obama’s most iconic suiting and Beyoncé’s fiercest silhouettes is fusing fashion with function. The limited-edition collection includes a $1,895 wool-blend car coat made from the same responsibly sourced materials found inside the EX90’s cabin, and a $225 Nordico in Dawn belt inspired by Volvo’s signature three-point seat belt. Together, they tell a story about craftsmanship, care, and what happens when heritage gets a new interior.
Charleston, Reimagined
Charleston isn’t just a backdrop. It’s part of Hudson’s story. His mother was born there, and he spent childhood summers soaking in the city’s rhythm, culture, and quiet power. “People think of Southern cities as slow or lacking culture,” he said. “But Charleston has always been rich in both. My mother’s style and worldliness came from here. I’m aware of who I am because of this place.”
That connection deepened when he discovered Volvo manufactures its EX90 in Ridgeville, just outside his mother’s hometown. “It added another layer of meaning,” he said. “They’re employing people, building community. It’s not just design. It’s impact.”
The collaboration becomes even more poetic when you realize both Hudson and Volvo share South Carolina roots, both built on legacy, precision, and quiet confidence.
The Art of Design
“Good design is good design,” Hudson said, matter-of-fact. “The woman who designs Volvo interiors told me they don’t get inspired by other cars. They get inspired by fashion and architecture. That’s why you look at a car and think, that’s sexy. It’s the same emotion as seeing a dress that moves you.”
He’s not wrong. The EX90’s Scandinavian interior feels like a minimalist dream, while Hudson’s tailoring reads like its human counterpart, sharp lines, clean silhouettes, and a sense of ease that feels effortless but never accidental. “Sometimes sticking to one medium feels stifling,” he added. “You need multiple outlets to feed your creativity and your income.”
The South Has Always Been Stylish
When the conversation turned to the South, his tone shifted from polished to personal. “You have to not be from the South to think it isn’t fashionable,” he said, laughing. “African American culture drives most things in fashion, and this is the hub of where we were. The way Black women dress for church, the men in linen suits for outdoor affairs, that all started here.”
It’s why Hudson’s work feels timeless. His designs carry the elegance of Sunday best with the power of Monday meetings. “My mom always said, ‘Be a lady,’” he told me. “Every woman wants to look like a bombshell, whether she’s in the boardroom or at an evening affair.”
Full Circle
For Hudson, this moment is more than a milestone. It’s a return. His family once drove a Volvo. His mother retired from a company Volvo later acquired. And now his name sits beside theirs, not as a fan but as a collaborator. “It’s personal,” he said. “It’s full circle.”
And for me, as I packed up to leave Charleston, I couldn’t help but think about that circularity, how heritage, design, and legacy often loop back when you least expect it. I can’t wait to wear my Sergio Hudson x Volvo coat from day to night, streetwear to black tie, a little Southern soul stitched into every seam.
Because this isn’t just about a car or a coat. It’s about how far the road can take you when you remember where you started.