Fiat is following up the limited edition 500 which was branded by Diesel with another collaboration project with a well known Italian fashion label to create a unique version of the supermini, this time it has linked up with Gucci.

The new 500 by Gucci comes in the year that sees the celebration of both the 150th anniversary of the unification of Italy and Gucci's 90th anniversary. The 500 by Gucci has been customised by Gucci's Creative Director Frida Giannini in partnership with Fiat's Centro Stile. 

This new collaboration was launched on the opening day of Milan Fashion Week and the 500 by Gucci  will also be on presented at the 81st Geneva International Auto Show from March 3rd to 13th, in a dedicated Gucci pop-up store set to be located within the Fiat stand.

Frida Giannini said, “In the 50s the Fiat 500 created a style revolution when it first hit the road. It quickly become the must-have car of its time. Travelling in style has also been at the heart of Gucci ever since Guccio Gucci founded his company as a producer of leather trunks, suitcases and handbags in 1921. So, when Lapo Elkann suggested the idea of this collaboration it struck me as a perfect opportunity to create a new modern travel statement in this Gucci's 90th anniversary year".

The black and white colours of the 500 by Gucci, in glossy pearl glass paint, set the stage for a neo-classic black and white film. These two distinct colours aim to complement one another: black, with detailing in shiny chrome paired with interiors that contrast sharp black and white that Gucci hopes will create a contemporary and racy attitude. White, with satin chrome detailing and ivory and black interiors aim to project a softer, sophisticated look.

The exterior is further personalised by new alloy wheels fitted with 195/45 R16 tyres that feature a retro design of the rays, harmonising with the surrounding exterior colors and representing a novelty for this category of car. The hubcaps feature the interlocking GG logo in the same color of the body of the car and the cursive Gucci signature appears on the hatchback as well on the B-pillar trims. Under the bonnet is the 1.4 litre engine with 100 hp, no changes being made to the power output (just like the 500 by Diesel), however the rear brake callipers are now finished in Gucci green.

The car's silhouette is outlined by Gucci’s signature green-red-green stripe, which runs along the door tops and the three quarter panel and aims to link the exterior to the interior. On the outside the changes made by Gucci's designers are quite minor when compared with the 500 by Diesel which also features uniquely treated finishing components. The Gucci stripe also appears inside on the seats, on the gear shift, the key-cover, the carpets, and in a new finish on the seatbelts. The designers have targeted making the interior space of the 500 by Gucci stylish yet functional down to every last detail: chic embroidery, exclusive materials, glossy and satin chromes, a velvet varnish on the “radioboard,” and the two-toned seats in Frau leather with the Guccissima print.

The communications activity behind the worldwide launch of the 500 by Gucci is being developed with the support of Lapo Elkann and his agency, Independent Ideas, and will include a fully integrated above and below-the-line campaign. Commenting on the collaboration, Elkann said: "I am honored that I was able to connect Fiat and Gucci, especially in such an important anniversary year for Italy. Being Italian, it makes me proud to have contributed to the 500 by Gucci, which brings together the spirit of two brands that so perfectly symbolise our country's savoir faire in the world. It has indeed been very gratifying to work again on the car I love most with Fiat's Centro Stile and with Frida Giannini."

The 500 by Gucci  will initially be available from April 1st to June 30th exclusively by pre-order online on a dedicated microsite (which currently diverts to a parking page) with a list price on the Italian market that starts from 17,000 euros on the road. The car will also be displayed in exclusive locations in metropolitan cities such as Paris, London and Tokyo, followed by the European commercial launch in July. It will then become available in the rest of the world at the end of the year.

Completing the customisation programme will be the 500 by Gucci collection which is set to include a number of travel accessories, small leather goods, drivers tracksuits and bombers, driver gloves, sunglasses and a watch. The collection will be available in select Gucci stores and online from April 2011.

ItaliaspeedTV - Fiat 500 by Gucci