Vespa unveils ‘The Empty Space’, a new lifestyle project that was kicked off with an edgy clothing collection called ‘Summer Edit’
Vespa, known for its association with the sun-soaked streets of Italy and the scenic Côte d’Azur, is expanding its presence beyond just being a mobility brand to embody a lifestyle. The parent company, Piaggio Group, has launched a lifestyle project called “The Empty Space” with the motto “No plans. No map. Just ride,” emphasizing the freedom of movement that Vespa represents.
Michele Colaninno, CEO of Piaggio Group, describes Vespa as a “symbol of a new start” and emphasizes the brand’s commitment to creating new ideas and giving a future to the things they create.
The Summer Edit Collection includes a range of clothing such as tracksuits, pantsuits, bomber jackets, and leather jackets, all featuring the iconic V logo. The collection is characterized by soft nuanced tones of whites and beiges, evoking images of open landscapes and boundless plains to explore. The Italian expertise in craftsmanship and hi-tech innovation is evident in the fabrics used in the collection.
Photographed by British photographer Johnny Dufort, the campaign for the Summer Edit Collection features models interpreting the clothing in a spirit of total freedom in natural and urban settings. Additionally, Vespa is launching “By The Sea,” a takeover of a beach resort in Italy’s seaside region of Liguria, further emphasizing the brand’s lifestyle-oriented approach.
Vespa’s lifestyle project aims to revolutionize our way of moving and thinking, encouraging creative exploration and the discovery of new, uncharted territories.
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