We don’t need fashion to protect us, we are more than fashion
One of the most iconic automotive brands since the start of the century, Bugatti has developed state-of-the-art engineering and a thoroughly unique style to create some of the most important pieces in the history of the automotive industry. The same innovation can be seen in the Lifestyle collections, newly introduced in 2014. Combining Bugatti’s rich heritage with a contemporary twist, the new designs locate it at the forefront of luxury and innovation, pitched perfectly for now.
A look at the pieces in the new Lifestyle collection immediately evokes striking parallels to the company’s iconic history and exclusive automobiles, nodding to cars such as the Atlantic, the Atalante and the Brescia. The visually striking shapes and hues of each piece reflect everything from the piecing together of the cars, to the brilliant blue that Bugatti is known for. Made exclusively from the finest fabrics and exotic leathers, pieces are designed meticulously. Every item finds its inspiration in the extensive history of the luxury brand; be it a car, or the life and legacy of founder Ettore Bugatti himself. “The only thing that we need is to look inside and translate our own code within the market, this is my mission and our mission.” says Daniele Andretta, Art Director of the Brand Lifestyle (BG-VG).
“My job is to translate all the iconic codes that come from our cars into our products,” he explains. “Every piece that we have in our collections are limited editions, with under thirty five pieces in each model”. Inside each unique item, a plate with the number of the model can be found. “For us, less is more,” insists Andretta. Items are further embellished with an identifiable sterling silver Bugatti plaque, located either on the outside of accessories, or discreetly tucked away under the collar in jackets and suits. Subtlety is at the key of the brand’s exclusivity and appeal. “We are outside of fashion. It’s things like this that make us iconic. We don’t need fashion to protect us, we are more than fashion.”