Bugatti, as you know, has always been keen on making some money on the side selling branded merchandise, which is fair enough because making those hyper cars is not as profitable a business as one might think. Now with the launch of the Chiron they decided they want to expand these efforts and so they teamed up with famous Italian brand Armani for the new Giorgio Armani for Bugatti collection.
Created for “a sophisticated man who constantly seeks out exclusive luxury,” Giorgio Armani for Bugatti is, in reality, a trick to rid a number of gullible rich men of a considerable chunk of their cash. Again, fair enough, someone should. What the collection offers is a number of accessories and garments made by Giorgio Armani and adorned with the horseshoe-shaped emblem of Bugatti cars. That seems to be about it.
In fairness though, there is more to Giorgio Armani for Bugatti than just a badge. The collection includes some really cool items such as an elegant briefcase in soft calfskin, made entirely by hand, which can be ordered with matte crocodile suede. There’s also a weekend bag as well as smaller leather bags, belts, iPad cases, and beauty cases (for men?) available in calfskin or crocodile skin. Clothing includes a coat and blouson jacket in refined double cashmere, superfine cashmere sweaters, a leather jacket with raised collar and concealed hood, as well as treated denim jeans. All products come in three exquisite colors of cognac, army green and blue.
Pricing is yet to this autumn/winter 2016-2017 collection is yet to be revealed. But one can already make an educated guess, knowing that Armani is an expensive brand to begin with, before you add Bugatti to it. We don’t understand fashion, but when we think about what kind of man might be interested in such things the word ‘sucker’ pops into mind.