Gucci collaborates with Fiat
Luxury Italian brand Gucci has teamed up with Italian car manufacturer Fiat to create the Fiat 500 by Gucci.
Patrizio di Marco, Gucci’s president and chief executive described the pairing as “national, popular, young and accessible”. “We love this project. It shares the attributes that stand for both Fiat and Gucci,” he said.
The three-year collaboration stems from a lunch conversation between Gucci’s creative director, Frida Giannini, and Fiat heir Lapo Elkann, who was instrumental in the worldwide relaunch of the Fiat 500 in 2007. Fiat was founded in 1899 in Turin and the first 500 model (the “Cinquecento” in Italian) was launched in 1957. The automaker has sold more than 500,000 of the cars since the relaunch.
“At a time when real brand values are being placed at the centre of consumer purchasing decisions, both Gucci and Fiat have the potential to capitalise on a set of shared values: iconic Italian brands, heritage, Italian design, quality, innovation and style,” said Mr di Marco. “This is a car that is part of Italian life.”
The Fiat 500 by Gucci will be available in black or white, in convertible and sedan versions. It will launch in Europe in July 2011, followed by Japan in September and the Americas and China in December.
Ms Giannini has also designed a Fiat 500 by Gucci collection, which includes accessories, small leathergoods, apparel, eyewear and watches.
“We have the reputation and the authority to be successful in different lifestyle areas, because not only are we a luxury brand, but also a lifestyle brand,” said Mr di Marco.
