Rolls-Royce has unveiled the latest of its customized cars, the $362,000 Wraith “Inspired by Fashion” – for exceptionally rich trend-setters who want to stay a cut above in the fashion stakes.

They even turned their boutique factory at Goodwood -set in the grounds of the Earl of March’s stately home in Sussex- into an unlikely catwalk and photographic studio for a landmark fashion shoot.

The V-12 coupe premiered as part of a special scholarship program conducted by Rolls and the Pratt Institute, which will allow the automaker access to the fashion industry without shelling out millions for mass exposure by buying title sponsorships for global fashion weeks.

But the idea of making a car attuned to fashion follows the history of Rolls-Royce Motor Cars. See, when they first started making cars, Sir Henry Royce and his partner, Charles Rolls, would build them in Conduit Street, Mayfair , near Savile Row and urge their customers to have their coaches finished with trimming to match favorite suits and gowns.