In what could be seen by many as further proof that Alfa Romeo is steadily losing sight of its core values (whatever is left of them, that is...), the firm's UK division unveiled two concept designer bags for its MiTo subcompact as part of the company’s centenary year celebrations and to help support young British fashion talent. We might be wrong, but we think it would have been more appropriate for the Italian firm to show its support to young British car designers...
In any case, for the creation of the bags, Alfa Romeo UK held a special competition for students from the MA Fashion course at Central Saint Martins College, London. A total of 15 graduates submitted sketches inspired by the MiTo for initial consideration, but only two made the cut.
"After being critiqued and judged by some of the leading faces in British fashion, the bags created by CSM students William Hendry and Tamara Elliot were chosen for the limited run," said Alfa Romeo UK in a statement.
According to the Italian firm, the two bags are prototype designs for Alfa Romeo UK, which is now looking to produce a limited range of both in the near future.
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5 Comments:
I dont necessarily agree that they should have sponsored car-designers rather than fashiondesigners: the way I see it is they need to reach out to a wide audience ( and not just car-designers or car-lovers ) and they're probably trying to associate themselves with luxury italian brands like Gucci, D&G, etc... who do sell a hell of a lot of expensive hold-alls.
I say smart marketing move, or at least one worth exploring.
An Alfa-Romeo by british designers? lol...The British have their own style which does not suit alfa-romeo.
....and you sir have your own prejudiced style which does not suit commenting: it's 2011 man, chinese guys are designing french cars, german designers are drawing Korean cars, etc.....
I ain't British but what a lot of non-sense that is: car-design teams are among the most multi-cultural you can find out there.
Pfff, spreading Mito's ugliness over bags...
Great ad & photography - Italy is the home of Fashion so the tie in is a natural fit. This campaign works I only wish they offered this & other Alfa's in the US now.
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