The Herald Tribune reports on the new luxury vision from Lapo Elkann, heir to the Fiat empire. Launched last week to coincide with the start...

The Herald Tribune reports on the new luxury vision from Lapo Elkann, heir to the Fiat empire. Launched last week to coincide with the start of the menswear season and Pitti Uomo trade show, ItaliaIndependent.com is a project aiming to reinstate the power of Italian luxury, by offering products that are 100% conceived, developed and produced in Italy.

Citing Italianity as one of the brand main values, the company is reinterpreting and updating the prestige already associated with the ‘Made in Italy’ label, to create what they call "personal belongings- not accessories".

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