It's not often that a car manufacturer is associated with a brand inspired garment that appears on a high profile catwalk show, but this is what happened courtesy of designers PPQ for Italian brand and event sponsor's Alfa Romeo at the PPQ London Fashion Week Show on Friday (19th February 2011).
PPQ Design Director Amy Molyneaux showcased Alfa Romeo's very own catwalk dress. A design befitting of the Italian marque's timeless sporting lines, aspirational values and iconic Cloverleaf symbol.
The inspiration behind the design derived from the sporty compact Alfa Romeo MiTo Cloverleaf which dons the historic green four-leaf symbol given to high performance Alfa Romeos. A car aimed at a young, fashion-conscious audience made for the perfect muse.
Amy commented: "The driving dress is an empowering number; with the PPQ theme of Jacobean decoration and the almost ecclesiastical Cloverleaf design, so iconic with Alfa Romeo, incorporated into the high-rise arm silhouette.
"Alfa Romeo's history of style and elegance within driving is a perfect reflection of the women that wear our clothes."
The dress which featured in PPQ's much anticipated Fashion Show, was attended by singers Paloma Faith, Corinne Bailey-Rae, and TV presenter Caroline Flack, who were all chauffeured to the event in all-new Alfa Romeo Giulietta models.
Head of Brand for Alfa Romeo UK, Damien Dally, said: "The idea of a dress inspired by Alfa Romeo featuring on a high end fashion catwalk was exciting, and a unique opportunity we were happy to explore.
"The understated inclusion of the iconic Alfa Romeo Cloverleaf symbol in the jewel like decorations on the black dress looks great, and perfectly encapsulates our heritage as a brand that's both stylish and sophisticated."
The dress will now be made by the designers as a bespoke service.Published 22 February 2011