Fashion Week in Milan in the lineup provides a very exciting event, which will take place next Thursday at the Academy of Fine Arts of Brera: the launch of the new Bugatti Lifestyle Collection.
During the event “Art, Forme, Technique”, the prestigious French car maker will present its exclusive collections of clothing and accessories. The company’s goal is to create a retail network in major international capitals of fashion and luxury, opening 35 luxury flagship stores in five years. The collection consists of two lines: Ettore Bugatti and Extreme Performance, supplemented by Tailor Made program / Bespoke is exclusively for Bugatti.
The new Lifestyle Collection of Bugatti consists of two main lines, think for a mostly male audience and, at least in the initial phase will focus on the clothing industry. To complement the lines Ettore Bugatti and Extreme Performance, the program Tailor Made / Bespoke, dedicated only to those who own a Bugatti. In principle, the collection will focus on apparel and accessories, to extend, at a later time, to design objects.
So Massimiliano Ferrari, Managing Director of Bugatti International Lifestyle Brand and project manager: “The Lifestyle Collection Bugatti represents the first true expression of ‘luxury’ lifestyle of a car. The collection goes back to the great heritage of the brand and the futuristic vision of its founder. Today the brand Bugatti is an excellent blend of art and creativity, Italian, French passion for luxury and German engineering. It is from this alchemy that come the new accessories, clothing and design objects. “
Bugatti will fit in the major international markets through exclusive flagship stores, flagship stores, shop-in-shops and corners in the best department stores, all focused on a surprisingly new retail concept. The project also involves retail partner of the illustrious luxury sector, as Parmigiani Fleurier and Lalique.
The event will follow the launch of Milan, in October, the inauguration of the Bugatti Showroom in the same fashion capital, which will become the point of reference of the project Lifestyle. The first flagship store will open its doors in Hong Kong and Beijing in 2014 and within five years it will come to 35 flagship stores located in the international capitals of fashion and luxury.
To honor the artistic roots of the brand, Bugatti chose the Academy of Fine Arts of Brera as the venue of the event launch. It is there that Charles and Rembrandt Bugatti, father and brother of Hector, the company’s founder, studied art and laid the foundations of their careers as a designer and artist.
The three lines of the collection are an expression of the DNA bearing the unmistakable artistic and Bugatti
“In our collection blends the heritage of the brand with a contemporary vision of the term style,” says the Managing Director of Bugatti International. “We want to embody the philosophy of Ettore Bugatti and his creative genius and technically, through two lines of strong character, which are synonymous with extreme luxury and technology. The style of each garment, outwear to the sophisticated leisure, is related to the common thread – or rather the “fil bleu” in homage to the historic color of Bugatti – the luxury dynamic, outgoing and original, in order to create a lifestyle rare beauty. “
Line of Ettore Bugatti EB
Elegance, art and stunning design are the characteristics of the line Ettore Bugatti, marked with the monogram EB (the initials of the founder). The collection EB wants to express a very strong personality and style of Ettore Bugatti, picking up the legacy of his iconic creations in design and materials.
The leaders of the strike EB collection for sober lines, tailoring and fine fabrics. The team, mainly Italian, worked with passion and great artistic skill, managing to steal the secrets of the trade mark and stamped automotive design models in the collection. For example jackets and collars, whose lines reproduce the unmistakable radiator grille of Bugatti cars.
The Italian artists were inspired by historic cars such as the Bugatti Royale and the Bugatti Atlantic, characterized by a plug that cuts lengthwise into two rear window and windshield, to create dynamic forms that materialize in a sort of center line that appears on the back of cashmere sweaters and within the necks of the shirts.
Some symbols of the brand, such as the famous Dancing Elephant, designed by Rembrandt, younger brother of Hector, as well as world-renowned sculptor, return in the form of brooches to show or to wear under the collar, a must have accessory for every successful man.
The flamboyant character of the line EB is enhanced by more formal garments, manufactured according to the impeccable Italian tailoring tradition with Italian materials only, as well as from the capsule collection Luxury Leisure.
Extreme Performance Macaron Line
The Extreme Performance line, which exhibits the Bugatti logo, the so-called Macaron, gives an extreme upgrade and an amazing added value to the world of leisure through high-performance technical fabrics and stretch materials with graphics and reflective tape. The nine layers of carbon fiber colored, another stretch of DNA Bugatti, are a key element of the design of these models, along with aerodynamic lines and cutting-edge materials used to build the modern Bugatti. Extreme Performance is yet another confirmation of the ability to house Bugatti to use innovative materials and develop advanced technologies to achieve excellence.
Each model in this line is produced in a limited edition and comes up to the number 431, to remember the speed record achieved in 2010 by the Veyron Super Sport, the fastest production sports car in the world.
Extreme Performance and EB are two lines with a strong personality and distinctive, yet complementary because they represent the fusion of the two souls of the brand: performance and elegance.
Tailor Made / Bespoke
The program Tailor Made / Bespoke is dedicated only to those who own a Bugatti. The models are characterized by an extreme formalism and made with only the finest fabrics and materials to leave you speechless even the most demanding customers Bugatti, will be made only on request and by appointment.
Distinct from the logo “Fabriqué en Italie,” the three collections are strictly “Limited Edition”, think for a sophisticated man, a lover of luxury and performance, the undisputed leader in its field. Clothing, outerwear and accessories, as well as a rich collection of ties and a line of bags by unique details. Organic shapes inspired by the design of the cars of customers and translated in the development of the models.
The color blue, code color recognition of the brand, is the protagonist of this first collection.
The collection, which was born as a male line, includes a single piece for female customers: an exclusive bag blue crocodile, from the original horseshoe shape (the shape of the famous front grille), another symbol of the past and Bugatti today.
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