The Herford clothing supplier Bugatti is moving to Forte dei Marmi, Italy, this summer to showcase its spring/summer 2027 collection together with a beach resort.
Bugatti is taking over the Bagno Angelo beach club for the period from May to October and redesigning it according to the brand DNA, the company announced on Wednesday. Elements such as beach towels and games, napkins, table accessories as well as gadgets and giveaways are branded. In addition, Bugatti employees will be dressed in the style of the SS27 collection.
“Forte dei Marmi embodies exactly the attitude to life that inspired our Spring/Summer ’27 collection: stylish serenity, high-quality aesthetics and authentic summer moments,” said Florian Wortmann, Chief Brand & Commercial Officer at Bugatti. “With the Bagno Angelo we are not creating a classic brand identity, but rather a real experience around the world of Bugatti.”
In keeping with the brand identity, there will also be its own capsule, which will initially be available via its own online shop and via a pop-up at Zurich Airport.
Bugatti is using the location, which is around 120 kilometers from Florence, to present its collection in the form of a fashion show during the Pitti Uomo men’s fashion trade fair and to celebrate it with partners.
