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19 Sep 2014

Lancia Ypsilon sponsors White, the contemporary fashion show in Milan

Lancia Ypsilon sponsors White, the contemporary fashion show in Milan
  • Lancia Ypsilon, the fashion city car par excellence, sponsors the contemporary fashion show in Milan, running from 20 to 23 September in via Tortona.
  • With 450 exhibitors and more than 17,000 visitors in total, White represents the point of intersection for the most creative experimentation, the most contemporary idiom and the most avant-garde styles in women's fashion.
  • Lancia has for many years been close to the world of fashion and a voice for new artists with the LanciaTrendvisions platform; now it strengthens its link with fashion still further and, for the occasion, is displaying a unique Ypsilon model covered with sparkling sequins in the WHITE garden


Lancia Ypsilon is sponsor and official car for White, the experimental fashion show in Milan that will run from 20 to 23 September in via Tortona, one of the city's most dynamic quarters.


Lancia's fashion city car and White are a perfect match for each other. On one hand, a car with a unique character and personal style, an elegance which is always contemporary, versatile, creative and able to stand out without being flashy, one of the favourite cars among women. On the other, a show which is always evolving, distinguished by quality, attention to new idiom, which sees the most creative experimentation in women's fashion.


With its 450 exhibitors and more than 1700 visitors, White represents one of the most eagerly awaited and important showcases for the big names and young talents of fashion, selected after thorough research into the international scene regarding the most appealing innovations for Italian and international buyers.


In perfect harmony with this philosophy, Lancia was also the first automotive brand to support a publication entirely dedicated to talent scouting in the worlds of fashion, design, lifestyle, photography, art and architecture: 2010 saw the birth of, Lancia's international web magazine which selects, promotes and publishes before anyone else experimental projects by young creative talents from all over the world. The website can be considered a true 'research laboratory' which demonstrates the latest trends.


The Guest Star of this edition of White is Filles à Papa, the Belgian brand distributed in the finest boutiques in the world thanks to the style of its highly contemporary easy-to-wear mix-and-match. Characteristic of the brand, non-conformist and irreverent, is the perfect fit of the individual items, which can be combined with the utmost ease to create looks that are always new, dominated by sequins. 


Precisely to celebrate this special guest, Lancia will display a model of the Ypsilon completely covered in sequins, which all visitors will be able to admire in the White garden.


Lancia intends to reinforce its connection with the world of fashion through this sponsorship. Lancia is synonymous with elegance, style and refined design, in complete harmony with the environment. The brand has always supported non-conventional and innovative communication projects, striving to constantly meet its consumers' tastes, following fashion and searching for surprising, unique products.


Turin, 20 September 2014


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