Lapo Elkann recently introduced his new Gucci collection to the customers and celebrities in Japan, calling it “Lapo’s Wardrobe”. It was shown at an Aoyama flagship in Tokyo on Thursday evening. He was excited to discuss new features of the Italian brand, emphasizing customization, modern tailoring, and most importantly, the Italian tailoring that makes the brand stand out.
“I think that what we are seeing tonight has no competition,” the entrepreneur tells WWD. “Tom Ford, [Ermenegildo] Zegna are not the brands that I fear in this scenario because the quality and the level of the product is higher… in leather goods, we haven’t looked at being close to [Louis] Vuitton, but we have looked at being close to Hermes.”
He also continued to talk about his made-to-measure, custom tailoring saying, “I would say, as much as I do respect — and I’ve tried every tailor, I’ve tried Hunstman, I’ve tried Anderson & Sheppard, I’ve tried Gieves & Hawkes, I’ve tried Caraceni, I’ve tried Rubinacci — I would say that the price is too high in England and, secondly, the fit is old school,” he explains in WWD. “Going to the tailor doesn’t mean that you only need to be elegant and refined. You need to have the sexiness incorporated in the elegance.”
Elkann is really making efforts to expand the business in Asia, and is therefore seizing every chance during the course of his trip. Planning to open a store in Tokyo, the brand is set to open later on this year.
