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Published on .

Rover Cars, U.K. subsidiary of German automaker BMW, has taken its compact model, the Mini, to the fashion catwalk. Through Ammirati Puris Lintas, London, Rover has launched a campaign featuring models wearing "Miniskirts," sewn in the auto's shape. The print campaign for the car's special EquinoX model runs through August in Vogue and in the arts sections of U.K. national newspapers.

The campaign breaks as Rover considers creating stand-alone boutiques dedicated to the Mini, a low-priced model which sold about 20,000 units in 1995. Should Rover give the go-ahead to the plan, the boutiques would also sell Mini merchandise such as watches and sports gear. The shops would be located in venues normally associated with fashion retailers. BDG McCall, London, a specialist marketing agency, is advising Rover on the concept.

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