Vespa with Peuterey: design and fashion licensing at Milano Design Week
Fashion and Design are two of the best expressions of the Made in Italy – a perfect combination of
values rooted in a cultural and historical background of beauty, craftsmanship, creativity and passion.
The prestigious Italian multifaceted excellence are celebrated during this year Milan Design Week through a partnership between Peuterey and Vespa.
The two brands have teamed up to develop a “see now-buy now” co-branded capsule collection,
immediately available at selected flagships of the two brands, at their online shops, as well as La
Rinascente department store in Milan.
A field jacket, a helmet and goggles are the transseasonal outerwear pieces of this capsule. Featuring a detachable lining and a foldable hood, the jacket is crafted from a lightweight, waterproof fabric, which is combined with a membrane to make the jacket comfortable and breathable. The helmet, which shows a degradé metallic effect, as well as the goggles, are worked in the same black tone with beige stripes.
For the entire Design Week, the capsule is the protagonist of a special installation, which Peuterey and Vespa will display in the courtyard facing the Tuscan outerwear specialist’s showroom. Visitors are welcomed in a multicolor “Journey Box,” which will recreate the atmosphere of a road-trip on a Vespa with screens displaying dynamic images of energetic city views and a fan simulating the wind blowing through the hair.
Both windows of Peuterey and Vespa’s Milan flagship stores showcases to the co-branding project and at La RInascente Duomo, the Design Supermarket Floor will be decorated with the Peuterey and Vespa logos and graphics.
A special communication activity supports the partnership, with eight customized Vespa scooters shuttling visitors to the various Design Week event venues in thecity, while Russian bloggers Nataly and Murad Osmann, the creators of popular #followmeto Instagram project, will take a road-trip from Milan to Tuscany to discover the Peuterey and Vespa’s roots. The bloggers will share the images and videos of their adventurous road trip on their social media accounts, contents being also available at Peuterey and Vespa’s Facebook, Instagram and Twitter pages.
The partnership between Peuterey and Vespa will continue with a licensing agreement, starting from next Spring/Summer 2018 collection.
Check out our gallery of the launch event here
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