automotive – LUXURY BOCCONI STUDENT SOCIETY

smart#1 Test Drive

Posted on November 24, 2023

A few days ago, we donned clothing that is as unconventional for this association as it is appealing to any motor enthusiast. During Milan Fashion Week in September 2023, we had the privilege of test-driving both the smart #1 and its sportier counterpart, the Brabus. We have become accustomed to thinking of smart as exclusively […]

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Co-branding in the luxury industry

Posted on October 2, 2020April 6, 2022

According to Marek Reichmann, executive VP and CCO at Aston Martin Lagonda, “when you have a common understanding of luxury and heritage, it makes sense to partner [with companies] that believe the same things”. High-end collaborations and partnerships, ranging from hospitality to automotive to fashion, are increasingly spreading through the whole luxury industry, to expand […]