As part of the world’s most important men’s fashion trade fair Pitti Immagine Uomo in Florence (June 16 to 19, 2026), the German fashion brand bugatti made an extraordinary statement: For the first time, the company took over the traditional Bagno Angelo in Forte dei Marmi, Italy, and transformed the exclusive beach location into the stage for the presentation of the spring/summer 2027 collection for one evening. Around 300 invited guests, including international customers, strategic partners, press representatives, Influencers and content creators experienced a brand event under the motto ‘Forte sotto il sole’ that combined fashion, Italian lifestyle and entertainment. For the event, around 200 guests were transported from Florence to Forte dei Marmi and back by shuttle service.
The reception in the stylish pool area of the Bagno Angelo already conveyed the atmosphere of a relaxed Italian summer evening. The guests also included well-known personalities from the international fashion, lifestyle and entertainment world, including Louisa-Marie Beyer, Veronica Ferraro, Andrea Preti and Mandy Capristo.
The highlight of the evening began at sunset: right on the beach, bugatti presented the new spring/summer 2027 collection on a spectacularly staged runway by the sea. The key looks for the coming season were presented against the backdrop of the Mediterranean. The combination of natural scenery and fashion made the presentation an extraordinary experience.
Particularly noteworthy: a German fashion brand taking over an entire Italian Bagno during the current summer season and staging a fashion show directly on the beach is a rarity. The event underlines bugatti’s claim to make the brand world and collection an emotional experience. “With ‘Forte sotto il sole’ we wanted to create much more than a classic collection presentation. Our goal was to make bugatti’s values and attitude to life come alive. Forte dei Marmi offers the perfect stage for this: authentic, stylish and international.
The response from our guests showed how powerful emotional brand experiences can be for building long-term relationships,” says Florian Wortmann, Chief Brand & Commercial Officer at bugatti.
David Puentez, one of the most successful German DJs and producers, provided the musical production. The highlight of his performance was a spectacular fireworks display over the sea. Afterwards, DJ Ray-D took over the turntables and continued the event with an energetic after-show party until late into the night.
The presented spring/summer 2027 collection interprets a modern Mediterranean attitude to life. The focus is on relaxed silhouettes, high-quality natural materials and a modern lightness that combines comfort, functionality and zeitgeist. Natural color schemes and Mediterranean accents reflect the inspiration of the Italian coast.
With ‘Forte sotto il sole’, bugatti is continuing its strategy of creating international brand moments that go far beyond pure product presentation. The event brought together the collection and community for an extraordinary summer evening on the Italian coast – in keeping with bugatti’s brand values: passion, enjoyment and community.
