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Gucci Collaborates With Fiat and Aquariva to Launch Cars and Boats

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In two separate stories today, WWD discusses Gucci's foray into transportation—vehicles, that is. The luxury fashion house has partnered with Italian car company Fiat and speedboat manufacturer Aquariva to produce two co-branded products: the Fiat 500 by Gucci and the Aquariva Gucci speedboat, which debuted at Cannes last fall and is now available for purchase, priced upwards of $750,000.

The Fiat, however, will be far more affordable. Available in black or white, the car's interiors will be a leather-and-fabric melange of classic Gucci colorways and motifs. "Prices are still being determined," reports WWD, but a basic 500 runs about $19,000.

“At a time when real brand values are being placed at the center of consumer purchasing decisions, both Gucci and Fiat have the potential to capitalize on a set of shared values: iconic Italian brands, heritage, Italian design, quality, innovation and style,” Gucci president and CEO Patrizio di Marco told WWD. “This is a car that is part of Italian life.”

As for the $750k boat, it boasts a 380-horsepower engine, mahogany-and-Gucci interiors. "Seats are upholstered with the label's trademark Guccissima print," reports WWD and the boat's front line will be detailed in the company's signature red-and-green web.

Both the Fiat and the Aquariva collaborations will spawn a full line of Gucci accessories—from driving gloves to duffel bags, towels, and flip-flops.
· Getting Wet [WWD]
· Gucci goes Vroom [WWD]