Many of the luxury car brands have set up design studios that design premium versions of everyday products. Bugatti has pushed the envelope further by launching its new Lifestyle Collection and created a buzz during the Milan Fashion Week. Launched under the headline ‘Art, Forme, Technique’, the collection is the first authentic expression of luxury lifestyle by an automotive brand. The collection has two lines; the Ettore Bugatti Monogram Line (The EB Collection) and the Extreme Performance Line. They are also offering a Tailor Made / Bespoke program, which will be available exclusively to Bugatti customers. the Accademia di Belle Arti di Brera, in Milan hosted the high profile launch event attended by 750 international guests and the Bugatti Brand Lifestyle Team including Franca Sozzani, Jonathan Newhouse, Jean Alesi, Lapo Elkann, Daniele Cavalli, Teresa Missoni, James Goldstein, Hofit Golan and many others.
Desvall Bugatti Branded Shisha is Part of the Collection
Adrian Brody, the Oscar winning actor and producer was the special guest who turned up wearing an Ettore Bugatti Signature tailor-made suit from the new collection. The lifestyle collection, for the time being, will focus on clothing and accessories. However, they have plans of complementing this collection with design objects. The first object in this collection is the Desvall Bugatti Branded Shisha (Hookah pipe). Made of Bugatti Blue Carbon Fiber, the sleek Shisha is stamped with the Ettore Bugatti’s initials. Like anything Bugatti the Shisha is also much more expensive than anything else in the category, it carries a price tag of $100,000.
Each Piece in the Collection is Limited to Only 431 Units
Massimiliano Ferrari, Managing Director of Bugatti International is personally in charge of Brand Lifestyle. He believes that the brand has evolved into a combination of its Italian roots in art and creativity, French passion for luxury and German engineering. These are perhaps the best elements from Europe and naturally it is a winning combination which will be reflected in the accessories, clothing and design articles. The EB Collection is a reflection of Ettore Bugatti’s confident personality. The designs have clean sartorial lines and are made from intensely sophisticated textiles. The Extreme Performance line adds a stunning and extreme range to the world of leisure wear. The pieces are made from exclusive technical and high performing fabrics, stretch materials with graphics and reflective tape. All items in all the collections have been made in Italy and the production of each piece has been limited to only 431 units. The showroom and headquarters of Bugatti Lifestyle Company was opened last month in a spacious location in the Sant’Ambrogio area of Milan. They are opening two mono-brand stores in Hong Kong and Beijing next January and plan to open 35 more stores in the next five years.