Luisa Via Roma Boutique. Lapo Elkann, heir to the Fiat automobile company, launched Italia Independent, or (I-I), that’s ‘eye-eye’ for short, at Luisa Via Roma. Lapo is photographed with Andrea Panconesi, Luisa Via Roma’s creative and talented owner. Italia Independent is a nomadic dynamic brand set up to produce unique unisex innovative objects for independent people who refuse mass standardization and who are seekers of beauty over designer names or status symbols. The first in a series is a pair of sunglasses, named Server, made entirely in carbon. All I-I products are 100% conceived, developed and produced in Italy. They will be sold mainly online through www.Italiaindependent.com or at very select fashions stores around the world.
Detail: Nominated three times consecutively on Vanity Fair’s Best dressed List, style guru, Lapo Elkann is wearing jeans, sneakers and T shirt by laid-back Brazilian fashion label Osklen. The belt is a hand made tie in the tricolor of Italy. Each bracelet has it’s own story; the blue cord is from Brazil and the silver cuff comes from Tiffany & Co. “We are all on the look out for happiness” Lapo commentated.
