When a company that’s renowned for doing one thing really well decides to move into another field, there’s always trepidation – but if the brand’s identity remains resolute, then there’s no reason why it can’t work.
Bugatti, the car manufacturer made immortal for producing the world’s fastest land car, the Veyron, has an ethos of ‘Arte, Forme, Technique’, meaning it champions outstanding design, engineering and function. Unsurprising, then, that the brand’s recent foray into clothing and accessory design is nearly as impressive as the Veyron itself. Nearly.
The collection, named after the company’s founding father Ettore Bugatti, features an comprehensive array of sharp tailoring, sumptuous knitwear, sturdy outerwear and beautifully crafted leather accessories, all available from the new Bugatti Lifestyle Boutique on Knightsbridge’s Brompton Road.
“Bugatti is not only synonymous with state-of-the-art technology and stunning performance in the automotive sector, but also with a unique lifestyle in keeping with the artistic roots of the Bugatti family,” said Wolfgang Dürheimer, President of Bugatti Automobiles S.A.S.
“London was our first choice when deciding on a location for the boutique. The city is a key market for the Veyron, and is also one of the most important international centres of fashion, design and art, which makes it an ideal location to showcase our luxury lifestyle brand. We go where our customers are.”