I am writing this on route to Milan on the back seat of an Alfa Romeo Stelvio with journalist Patrick Frey and Serenella Artioli De Feo, FCA Switzerland’s glamorous PR Director. For the ones of you who don’t know; FCA stands for Fiat Crysler Automobiles. The group owns Fiat, Abarth, Alfa Romeo, Jeep, Dodge, Ram, Crysler, Mopar and Lancia.
We are on our way to the Launch of Fiat Panda Trussardi. The first luxury Panda to spring from the partnership between two brands that made history in their respective industries. This collaboration kicks off the first co-branding operation involving Fiat Panda and a fashion house.
After many beautiful Fashion – and Luxury Special Editions for Fiat 500 (e.g. Gucci, Riva …), I am excited to see what the “First Luxury Panda” will look like. I remember having worked for Trussardi when I was a young model in Milan at 19, shooting one of their look books. I will never forget rushing home between castings to change into a brown patent leather skirt that I had bought in a vintage designer shop the day before, especially for the Trussardi casting. My efforts were worth it, I got the job. It’s a shame that I cannot find the images anywhere. Ever since I didn’t crossways with Trussardi much, maybe due to leaving Milan shortly after, and spending more time in London and NYC. However, this personal connection is another reason why I am very excited to get a proper look at Trussardi Fashion and Accessories again.
I am curious about the car and browsed through Trussardi & Fiat’s official Instagram accounts. They so far only show the below image vaguely revealing a Panda in Matt ‘Caffè Italiano Brown’ with contrasting black accents, with the ‘Sweet but Psycho’- Singer Ava Max, who brings the music and entertainment element to this exciting collaboration.
The evening started with a Welcome Aperitif at the Palazzo Trussardi with DJ Set and Press Conference revealing the new Panda. We took tons of shots with the car, posed for journalists, enjoyed some drinks and finger food, met key people and enjoyed seeing the arrival of singer Ava Max, welcomed by a huge crowd of fans awaiting her in front of the building. We went off to dinner afterwards. We were such a nice group during this trip. I love soaking up creative and professional inspiration from my surroundings when traveling and also from the exchange with other open likeminded people. I instantly connected with Swiss Fashion Blogger Sindi Arifi. I also enjoyed finally meeting Jorge S.B. Guerreiro, creator of Lifestyle Blog JSBG. We were all looking at interior inspirations around Milan and gave our personal feedback for his soon to open JSBG Concept Store in Lausanne. I am curious to see whether any suggestions made it to the final store design. 🙂
What I wore
Jacket: Annette Görtz / Glasses: Pared Eyewear / Earrings: Pink & Sand Jewellery /Bag: Annalisa Caricato / Skirt: Leather Vintage / Belt: Trussardi Panda
The Panda ad with Ava Max is set in Piazza del Duomo in Milan at night. A halo of mystery accompanies the viewer from the very first seconds when Ava’s entrance draws attention to the new Panda Trussardi.
Panda Trussardi features in the video clip of Ava Max’s new single “Torn”, which was launched last August 27 on YouTube and aims to replicate the success of over 430 million views of her hit “Sweet but psycho”. The Panda Trussardi turns into a cult fashion object in the spot cut from the video clip. In the story, the protagonist played by singer Ava Max wants to steal the Trussardi- branded seat belt, the coolest and most iconic element of the car, at any cost. To succeed in her intent, she uses her Trussardi shoe to smash a window of the car and then cuts off the belt. Removed from the car, the seat belt turns an object of seduction and a fashion accessory worn by the dancing singer. Dancers and walk-on actors wear Trussardi outfits and accessories in the advert, expressing the synergy between everyone’s beat, the car and the fashion house in a powerful way.
The campaign will be released on TV, cinema, print, radio, digital and billboards. It was produced by Movie Magic and directed by Joseph Kahn. Independent Ideas is the creative agency and Erick Loi is the executive creative director.
About Panda Trussardi – Press Release
Panda Trussardi is a luxurious, democratic master key on four wheels, perfect for heading to the gym or to the theatre, in cities, on the beach or in the mountains with the whole family, it’s available with 4×4. The Trussardi special edition is adding exclusive coolness to Panda’s famed functionality.
Olivier François, President Fiat Brand Global: “Panda can boast 39 years of success and has been the most popular car in Italy for six years. It has been the best-selling city car in Europe since 2003. 7.5 million units have been sold, of which five million are still on the road. Panda was the first 4WD city car, the first small car to fit an automatic transmission, the first urban SUV and the first car to climb Mount Everest. Today, we have the first ‘luxury Panda’, the Panda Trussardi”.
The outfits and accessories chosen by the Fiat Style Centre and Trussardi designers interpret the latest trends in fresh, pop and quintessentially Italian fashion and reflect the personality of Panda. The bodywork sports a striking Caffè Italiano Brown livery, available both matt, for the first time in the history of Panda, or metallic. The colour palette also features Gelato White, Cinema Black and Colosseo Grey.
For the first time, the logo of a partner is present in a distinctive way to emphasise the bond and the values shared by the two brands. The Greyhound symbol is prominent on the third side window, in the middle of the alloy wheels and on the side mouldings. There are also other exclusive style details, like the black roof bars, the rearview mirror caps, the 15″ alloy wheels and the skid plate that characterise the Cross body.
On the inside, Trussardi lettering embellishes the exclusive mats and the seat belts, that are the protagonists of the launch campaign. New are also the door panel inserts and the brown melange weave on the seat upholstery reproducing the Trussardi logo. The seat sides in black techno-leather are embellished with brown stitching reminiscent of a fashionable dress. The dashboard also sports a new Caffè Italiano Brown finish. The Trussardi logo stands out on the steering wheel.
Panda Trussardi offers unique style but also plenty of technological equipment. One of the most significant features is the Uconnect Mobile radio with support for mobile devices. The “Panda Uconnect” app can be used to interface with the on-board infotainment system, which includes Bluetooth 2.1 technology, audio streaming and voice recognition function and data reading via USB and MP3. Furthermore, the Panda Uconnect app also features the “Find myCar” service, to help remember where the car is parked, and “My Car” for checking the car’s parameters, such as scheduled servicing and consulting the owner handbook, as well as direct calls to Fiat Customer Care or roadside assistance. Finally, when activated, the “Object Reminder” function reminds the driver not to leave things in the car after getting out. Panda Trussardi also offers Autonomous City Brake that detects obstacles in front of the car and automatically applies the brakes if the driver does not intervene below 30 km/h as optional equipment. Panda was the first car to introduce this feature into its segment.
“Trussardi has always communicated a lifestyle and important values that tell a story of inclusive versatility”, commented Tomaso Trussardi, Chairman Trussardi. “This is why our Fiat Panda is wearing the Trussardi style and turning itself into a contemporary and functional car with great attention to detail”, he added.
Trussardi started with leather goods and gloves, developing into a lifestyle brand over time. It was the first fashion brand to take ready-to-wear fashion shows to the city streets and squares to reach out to the general public. Panda Trussardi was created not unlike a go-to garment, perfect for all occasions and at ease in any situation. It is the ideal choice for customers seeking an exclusive city car or a travel mate capable of responding to the needs of space and mobility of families. It comes with a 85 hp TwinAir 0.9-litre petrol engine, with front-wheel drive or all-wheel drive, or with the 69 hp 1.2-litre engine.
Exterior: Matt Caffè Italiano Brown livery with contrasting black accentsInterior: Inside is a premium lounge with featuring materials, original nuances and the inimitable sartorial touch of Trussardi on seat belts, steering wheel and upholstery.
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