Lancia is Main Sponsor of the eleventh edition of AltaRomAltaModa this week, an event that is turning the capital into a stunning “catwalk” occupied by a succession of fashion parades, shows and work sessions in ready-to-wear, accessories and jewellery. The organisation is being provided with a fleet of fifteen cars – Musa, Thesis and Phedra models, worthy representatives of the excellence of Italian styling and elegance.

The Rome celebration proposes a sumptuously original calendar that combines the “conventional” fashion parades of haute couture, and a series of “performances”, experimental representations that set clothing at the centre of an event that is art-cum-spectacle. Alongside the great names of international fashion, an important place will be taken by young stylists representing the commitment of Alta Roma to promote and grow young fashion talents. AltaRomAltaModa also promotes contemporary art and protects all those technical competencies and working procedures that have made Italian Style famous throughout the world, just as attention to detail and craftsmanship have always been a hallmark of Lancia.

So, a must-see event of international appeal which Lancia had to be part of, confirmation of its special focus on the world of fashion. The union between Lancia and Fashion is strategic to brand positioning and is destined to become consolidated in time both through the sponsorship of national and international events and in the field of communication. Together with Design and Cinema, Fashion is one of Lancia’s benchmark languages.
 

This is shown, for example, by the choice of Stefano Gabbana to act as celebrity endorser in the unconventional, refined Ypsilon ads. Indeed the Milan stylist is a perfect incarnation of Lancia’s basic values: Elegance and Attitude. An advertising clip is being transmitted at the moment showing Gabbana and the new Ypsilon Sport MomoDesign, the version with the split soul (dynamic look and innate elegance) in which the collaboration of two brands famous the world over for having contributed to the development of Italian industrial design, Lancia and MomoDesign, takes to the stage once again.

The indissoluble combination of Lancia and Fashion is shown by the company’s sponsorship of the 2006 European Fashion Awards (the same jury nominated the Lancia Ypsilon “Moda Milano” as “Fashion Car”); the presence of an exclusive corner within “Sempione Sei”, the concept store in Milan that picks up and proposes the very latest trends from all over the world; the two Lancia clothing Collections, the Men’s collection with its sportswear imprint revisited in “dandy” style and the Women’s Collection characterised by strong contrasts in form and style and great attention to embroidery techniques; and, finally, “Lancia by Sabelt”, the rally-inspired shoe, perfect for wearing in town, which reflects both the refined spirit of the brand and its glorious past in racing.