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A Match Made in Italy -- The Fiat 500 by Gucci

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author photo by Autotrader February 2011

Gucci, that venerated house of fashion known for dressing everyone from Jennifer Lopez and Madonna to John Legend, is taking a trip into transportation. The luxury line has partnered with Italian car company Fiat and speedboat manufacturer Aquariva to produce two products: the Fiat 500 by Gucci and the Aquariva Gucci speedboat. The speedboat, which made its appearance at Cannes last fall, is priced upwards of $750,000.

“Prices are still being determined (for the Fiat 500 by Gucci)” reports WWD. But, just for comparison, the unadorned Fiat Cinquecento will start at $15,500.

This joining of forces comes on the eve of the 150th anniversary of the unification of Italy and Gucci’s 90th anniversary. Launched at Milan Fashion Week, the 500 by Gucci will be presented at the Geneva International Auto Show running March 3rd to 13th in a Gucci pop-up store within the Fiat booth.

To give you some history, the original Fiat 500, also know as the Cinquecento, made its mark more than half a century ago in Italy. The 2012 Fiat 500, a more modern version of the minimalistic four-seater, will be sold in North America later this year. The bottom line–the match between these two great Italian icons, Gucci and Fiat 500–makes a memorable fashion statement.

To wit, the Gucci Fiat will come in black or white with touches of the designer’s trademark green and red. For example, a green and red stripe will decorate the seats, gear lever, floor mats and seat belts. The leather and fabric seats will also feature Gucci’s Guccissima print. And just in case you forgot what you were driving, a Gucci key chain is part of the package.

“At a time when real brand values are being placed at the center of consumer purchasing decisions, both Gucci and Fiat have the potential to capitalize on a set of shared values: iconic Italian brands, heritage, Italian design, quality, innovation and style,” Gucci president and CEO Patrizio di Marco told WWD. “This is a car that is part of Italian life.”

Now as for that 390-horsepower $750k speedboat? It will be decked out with mahogany and Gucci interiors. “Seats are upholstered with the label’s trademark Guccissima print,” notes WWD and the boat’s front line will look lovely in the company’s signature red-and-green web.

Accessories, you ask? Yes, as expected, both Fiat and Aquariva will offer a full line of Gucci trimmings–from driving gloves to duffel bags, towels, and flip-flops.

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This image is a stock photo and is not an exact representation of any vehicle offered for sale. Advertised vehicles of this model may have styling, trim levels, colors and optional equipment that differ from the stock photo.
A Match Made in Italy -- The Fiat 500 by Gucci - Autotrader