Press room
ellesse x Piaggio
19 August 2011
Piaggio was established in 1884, originally building locomotives and railway carriages, before moving into other product areas with the birth of the iconic Vespa 400 in 1957. Since, its relevance has been predominantly providing a lifestyle staple for the stylish and charming Italian youth.
Two years later, in 1959, famed Italian sports label ellesse was founded in Perugia, by expert tailor Leonardo Servadio. It went on to dominate the ski slopes & tennis courts with its innovative designs, and unique fusion of sports and fashion.
The 1980’s saw the heyday of both brands, with ellesse being worn by the world’s most successful athletes including famed playboy tennis superstar Guillermo Vilas. Ellesse was in vogue, the movies, and at the forefront of everybody’s minds. Alongside this mainline decadence, a more subtle aesthetic was emerging amongst the metropolitan Milanese. The ‘Paninaro’ revolution celebrated the romantic, spontaneous and sartorial lives of Italian youths cruising around on their Piaggio bikes, congregating outside the local ‘panini’ cafés.
Since then, both brands have manifested strong reputations globally as Italian trend leaders with their continued relevance and footprint in Italian culture. For summer 2011, the two iconic brands have come together to proudly showcase their timeless associations with style, success & glamour. Ellesse presents the limited edition ellesse x Piaggio Liberty bike.
The Liberty is contemporary and sleek, equipped with a Piaggio Leader 50 cc. Light and easy to ride, it is perfect for inner – city cruising. The bike is emblazoned with ellesse detailing & imagery, giving the model a distinctive edge.
The collaboration is an extension of the 2011 ellesse ‘Sport Della Vita’ campaign by Robert McGinnis, known for his book covers and movie posters, including the legendary Breakfast at Tiffanys poster, Barbarella and several James Bond films. The artist was commissioned to create 4 different paintings, capturing the 4 different Italian seasons. The Liberty features imagery from the summer painting, placed on the romantic paradise of the Amalfi coast.
The ellesse x Piaggio high summer collaborative release celebrates those long summer nights, when the streets and promenades are full, and cruising time is at its optimum.
A celebration and homage to the classic, unique and tasteful amalgamation of Italian living, glamour, style and freedom.
