Collaborations between fashion and automotive brands have become increasingly common in recent years, as both industries seek to expand their reach and appeal to new audiences.
When considering collaborations in the fashion industry, it’s common to think of partnerships with other designers. Collaborations between fashion brands have been memorable, from Fendi’s partnership with Skims to Gucci and Balenciaga’s collaboration. However, it’s not as common to see fashion brands working with car companies. For years, fashion houses have been teaming up with some of the world’s leading car companies to create customized cars.
Lamborghini and Tod’s
Automobili Lamborghini and Tod’s have signed partnerships to produce luxury leather goods, footwear, clothing and accessories.
The Lamborghini-Tod’s collaboration is just one example of the growing trend of collaborations between fashion and automotive brands. Both industries share a passion for design, craftsmanship, and innovation, and collaborations such as this one allow them to explore new creative possibilities and reach new audiences.
“Tod’s was founded at the beginning of last century by a passionate and visionary artisan. About 50 years after, Ferruccio Lamborghini made his dream come true and founded a company moved by the same passion and vision, with a relentless commitment to research and innovation,” says Stephan Winkelmann, Chairman and CEO of Automobili Lamborghini. “We are proud of this collaboration that sports an undisputed Italian touch.”
“Lamborghini represents the highest expression of design and technical integrity in the automotive industry” says Diego della Valle, President and CEO of Tod’s Group. “The attention to detail, the constant research and innovation are key values for both brands, and truly represent Italian style.”
Fiat 500 by Fiat and Gucci
When Frida Giannini served as the creative director for Gucci in 2011, the brand was gearing up to commemorate its 90th anniversary. Giannini wanted to make a big impact to celebrate true Italian craftsmanship, and what better way to do so than with an Italian car? To mark the occasion, Gucci collaborated with Fiat to create a customized Gucci Fiat 500 available in both hatchback and cabriolet models. These cars were offered in black or white and adorned with iconic Gucci motifs, such as the red and green Gucci stripe along the doors, a silver Gucci logo on the door frames and hatchback, and interlocking G logos on the wheel hubs. The interior of the Fiat 500 boasted leather embroidered with the Gucci logo and leather trim.
Bugatti Chiron by Hermès and Bugatti
When real estate manager and car collector Manny Khoshbin set out to expand his collection, he opted for a grand addition. Khoshbin requested that Bugatti and Hermès collaborate to create a unique car exclusively for him. Fortunately, both brands accepted the proposal, and together they designed a distinct Bugatti Chiron that blended their respective design aesthetics. The vehicle’s exterior was finished with Hermès’ distinctive Craie off-white paint, with cashmere fabric used on the door panels, a horseshoe grill, and several branded logos incorporated into the design.
By Edoardo Tonini
References:
Jean E. Palmieri, Samantha Conti, et al. “How Carmakers Are Using Fashion to Drive a New Brand Image.” WWD, 10 Nov. 2020, https://wwd.com/feature/how-carmakers-are-using-fashion-to-drive-a-new-brand-image-1234652538/.
Miller, Daniel-Yaw. “A New Era of Fashion-Carmaker Collaborations.” The Business of Fashion, The Business of Fashion, 14 Apr. 2022, https://www.businessoffashion.com/articles/retail/a-new-era-of-fashion-carmaker-collaborations/.
Ore, Il Sole 24. “Lamborghini e Tod’s Insieme per Il Lusso Made Italy.” Il Sole 24 ORE, Il Sole 24 ORE, 17 Feb. 2023, https://www.ilsole24ore.com/art/lamborghini-e-tod-s-insieme-il-lusso-made-italy-AEkITvoC.
