Bugatti brings Italian zest for life to Forte dei Marmi

The fashion label bugatti from Herford expands its brand world with
an emotional lifestyle experience and takes over the traditional Bagno Angelo in the Italian
Forte dei Marmi for the summer months. With this activation, the brand creates an
immersive experience around the upcoming Spring/Summer ’27 collection and thus sets a strong signal for its
international, lifestyle-oriented direction.

The focus of the cooperation is the traditional Bagno Angelo,
which has been family-owned for over 100 years and is considered a fixed
part of the local beach and summer culture. It is precisely this
cross-generational tradition that makes the partnership particularly authentic for bugatti.
Both brands share a common
understanding of quality, hospitality, community, and
relaxed elegance.

“Forte dei Marmi embodies exactly the lifestyle that inspired our
Spring/Summer ’27 collection: stylish ease,
high-quality aesthetics, and authentic summer moments. With Bagno
Angelo, we are not creating a classic brand presence, but a
genuine experience around the world of bugatti,” explains Florian Wortmann,
Chief Brand & Commercial Officer at bugatti. “From the first espresso in the
morning to the aperitivo at sunset, these are exactly
the moments that bugatti wants to convey with its brand world:
passion, enjoyment, and community.”

For the duration of the takeover, from May to October 2026,
Bagno Angelo will be extensively outfitted with customized bugatti elements.
This includes branded beach towels,
cushions, napkins, table accessories, beach games, as well as exclusive
gadgets and giveaways. The entire staff styling – including
looks and footwear – will also be part of the presentation and will reflect the aesthetics
of the Spring/Summer ’27 collection.

A special highlight of the cooperation is an exclusive capsule
collection, initially available only through the bugatti online shop
and a pop-up space at Zurich Airport. In the following year, the collection is planned to be extended
through selected international pop-up locations of B2B partners. The summer looks of the new collection are consistently inspired by
the lifestyle of the Italian coast: light materials,
relaxed tailoring silhouettes, modern layering, and versatile
styles for day and evening.

With the activation in Forte dei Marmi, bugatti positions itself as a
consistent brand universe with cultural relevance and emotional
context. Instead of classic advertising, the brand focuses on real experiences,
authentic lifestyle content, and the connection of fashion, travel,
community, and Italian summer culture. Modern luxury today is defined
not by distance but by atmosphere, belonging,
and genuine experiences. This is exactly what bugatti and Forte dei Marmi
stand for equally.

Herford, 21.05.2026

Press contact:
bugatti GmbH
Tanja Bobel
Hansastr. 55
D - 32049 Herford
+49 5221 884 - 127 (Phone)
+49 160 7078567 (Mobile)
t.bobel@bugatti.de
www.bugatti-fashion.com