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Lancia as Fashion Sponsor


May 2006
 Filed under: LANCIA Car News | LANCIA Headlines
11/05/2006 -- One hundred years of Italian styling and glamour. An important anniversary which Lancia is celebrating by intensifying its involvement with the world of fashion by presenting the Lancia shoe by Sabelt at its new Milan concept store Sempione Sei, a venue that captures and proposes the very latest trends from all over the world. On this occasion, the European Fashion Awards will present the finalists and officially appoint the Lancia Ypsilon Moda Milano as “fashion car” of the 2006 edition of the celebrated fashion competition.
THE LANCIA SHOE by sabelt

This absolutely unique model is born out of the attention to detail, the masterful manufacturing technology and love of luxury and quality that have always distinguished Sabelt. A shoe inspired by rallying, but perfect in town too, a shoe that reflects the refined spirit of this supreme manufacturer of motor cars and its glorious past in the world of racing. Footwear that could not better encapsulate the values shared by two historic brands like Lancia and Sabelt.

The new calfskin shoe is proposed in a single colour variant, classic Lancia blue, with bright notes of colour in the heel to evoke the colours of the Lancia Martini Racing team that Sabelt sponsored in the ‘80s and ‘90s.

“Our relationship with the Fiat Group, and in particular with Lancia, has continued from generation to generation and always finds new ways to assert itself”, says Gregorio Marsiaj, Head of the Sabelt Fashion Division. “The automotive world forms the cornerstone of our history. Right from our company’s beginnings, our technological research effort has focused on the development of components and accessories for racing, and now it has found in footwear an elegantly topical new field of application”.

“Sabelt’s competence and quality have produced a shoe that interprets the DNA of the Lancia brand: indubitable class and style underlined by an attractively young impact”, confirms Olivier François, Lancia brand manager. “In this important year, in which we celebrate 100 years of Italian styling, we want to be present in the worlds that have made Italy famous throughout the world: fashion, cinema and design”.

The new Lancias by Sabelt will be distributed through the world’s most select boutiques at a price of € 240.00.

THE FINALS OF EFA 2006

The shoe makes its debut at the presentation of the final stages of EFA 2006, an appointment whose protagonists are the talented young people who will be responsible for future fashion. This year’s 13 finalists come from all over Europe and belong to the most important schools of fashion. The jury that selected them includes important names from the fashion world such as Andrea Battilla (Director of IED), Patrick de Muynch (director of the Flanders Fashion Institute), Mario Boselli (President of the National Chamber of Fashion), Mario Matos Ribeiro(President of Moda Lisboa), Roberto Santaniello (Director of the Representative Office of the European Commission in Milan)and is chaired by Charlotte Rovito, creator and president of the European Fashion Awards, and by Valerie Steele, curator of the New York Fashion Museum.

The winner of the 2006 edition of EFA will get the chance to drive a Lancia Ypsilon and the prize will be the first pair of the new Lancia shoes.

“It is a real honour for me to preside over a jury that includes such important names”, says Valerie Steele. “I am a firm believer in this event, just as I am a firm believer that young stylists of proven talent should be given the chance to enter the real world of fashion”.

“For us it is particularly important to support the creativity of young people - expressing itself in the present case through fashion – because it represents the future”, adds Olivier François, Lancia Brand chief. “Lancia is proud to support EFA in offering concrete possibilities to tomorrow’s stylists”.

The association with fashion continues during the fashion parades, with the Lancia Ypsilon as the official car for the models.

PROGRAMME OF THE FINALS OF EFA 2006

The programme of the finals of EFA 2006 includes numerous appointments at Rimini during the weekend of 12 and 13 May, when the winner will be announced. Lancia will be there in support of the young and of the world of fashion with live events and performances to animate the Romagna coast.

Things get started on Friday 12 May with a speed dating session between stylists and companies, including Lancia. Proceedings continue from 5 to 7 pm at piazza Antica Pescheria, with RAP & ART, an event where music and maxi denim canvases will be the protagonists of a live performance in which young street artists will be called on to invent new expressive languages using denim as a source of inspiration. On this occasion, Lancia will make available to young writers three Ypsilon models whose bodies will be reinterpreted through the original, creative language of street style.

Saturday 13 May is the day of the Grand Final: in the morning, in the provincial Council Room, a conference will be held on the subject “Italian fashion and the global challenge”. From 9.30 pm, at the Rimini Fair, “The latest in creative talent” fashion parade will be held: on stage a Lancia Ypsilon Fashion Car ready (literally) to get the festive proceedings going. The evening will be presented by Natasha Stefanenko, someone who has long had ties with the world of fashion.
Milan, 11 May 2006

Source: Lancia

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