Newsletter - Fashion & Design - March 1997

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Fashion & Design Newsletter - March 1997

A TOTAL LOOK FROM VESPA

by Gian Marco Ansaloni

Probably nothing epitomizes Italian design in the Fifties more than a Vespa. Its rounded and unusual shapes made it an instant smash hit since its introduction in 1945. Along with Fiat 500 and the Ferrari, Vespa represents undoubtedly one of the most outstanding commercial phenomena in motoring industry. The name says it all: there's no need to explain what is "Vespa". It's not a motorbike, neither a car. First of all Vespa has meant a precise lifestyle for more than a generation. Practical, functional and innovative the Vespa in fact, since "Roman Holidays" onwards, has often been associated to a free and unconventional way of life.

That's why Piaggio's management recently decided to diversify into other sectors, backed by a worldwide success, and thus creating a sort of total look for the perfect "Vespista". Last March a week after Milan Collections, Giovanni Agnelli jr. - the company's ceo - presented at Cafe' L'Atlantique, a full collection of accessories bearing the distinctive Vespa trademark. In the cool atmosphere of one of Milan's most popular hangouts (L'Atlantique is infact a preferred destination for the fashion system) and totally consistent with Vespa's status, a various public made mainly of close friends, company executives and journalists could wander through vintage mopeds and admire brand new jackets.

But this unique event drew also a group of visiting celebrities from Milan and Rome like actors Gioele Dix and Nancy Brilli, film director Nanni Moretti and musician Renzo Arbore. After a brief press conference, all the guests could appreciate a refined, but unpretentious, "Tuscan dinner" as announced by the Piaggio press release.

The newest products range from stylish sunglasses (created by Allison) which echo Vespa's dynamic lines to high performance waterproof sportswear jackets, available in bright colors such as orange and yellow. Ready to wear will be distributed in Italy through the Bologna-based WP store chain, who also manufactures the collection, and at selected specialty stores across Europe. Accessories are made by MH Way, a company known for its high tech and innovative product lines.

Gian Marco Ansaloni

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