Lapo Elkann’s passion for Italy

The stylish entrepreneur talks about being an Italian today

Lapo Elkann’s love declaration for his country is no secret: He is, in fact, quite direct about his admiration for all things Italian.
The entrepreneur opened up about these passions during the filming for yoox.com’s holiday campaign: “I spent the first 18 years of my life abroad then I decided to come back to Italy and chose to be 100% Italian,” he explained.


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“Being Italian today means being generous, with heart and emotions. Italy, for me, is the symbol of beauty in the world. I am extremely proud of being Italian.”
His brand, Italia Independent, was, of course, founded in Italy and, for him, is a project defined by both “tradition and innovation.” He goes on to explain more: “We are the only ones who offer a personalized service on both our eyewear and lifestyle collections, with more than three million customizations.”

The perfect example is his latest pair of sunglasses, called Flag, which are a limited-edition design created exclusively for yoox.com. Elkann elaborates on the mission for Italian Independent is to “make the concept of Made in Italy up to date, exporting it in the rest of the world. This means being able to offer something that is conceived, created and developed in Italy with the country’s unique mix of savoir faire and craftsmanship, which are the real ‘ingredients’ of our style.” To his point, style is something completely different from fashion; it is not seasonal and never goes out of trend.

Elkann concludes, “Being Italian today means being generous, with heart and emotions. Italy, for me, is the symbol of beauty in the world. I am extremely proud of being Italian.”
 
8 November 2013
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