Lapo Elkann - Made in Italy 2.0

Author: Julian Frankenberg

"Italia Independent is not fashion, but a label of style," said Lapo Elkann last Friday in Munich. During a lunch with Burda Media CEOs, editors in chief and some fashion- and design experts the Italian Fiat-heir presented his new fashion-label.

"Fashion needs style, but style doesn't need fashion," argued Elkann. "Style is for your whole life, but fashion just survives one season," continued the Italian trendsetter. With his own design-label he suggests to create innovative and long-lasting products.

The motto Italia Independent itself explains already everything: "Personal clothes, that are a hundred percent Italian, transporting Italian lifestyle. We are mixing design with modern technology and we're building a bridge between classic products and the latest materials," explained Elkann. "Many of our fabrics are going to be launched for the first time on the market. Credo: Tradition meets high-tech at Italia Independent."

The results are parkas, dinner-jackets, sunglasses and bags. Their uniqueness is defined by innovative materials, eye-catching shapes and individual manufacturing.

The design-label is not the only project of the stylish Italian: two months ago he founded the advertising company Independent Ideas, currently he works on an eco-label which will be launched in two weeks - and apart from this he is planning a broadcasting show in the USA, he revealed.

DLD is excited to present Elkann at the upcoming DLD conference, learning more about his extraordinary lifestyle and upcoming projects.