Lapo Edovard Elkann was born in New York in October of 1977. He is the grandson of Gianni Agnelli, and together with his brother and sister, represents the major shareholders of the parent company that controls the Fiat Group.
In 2007, he launched his own company, Italia Independent, which creates unique pieces of apparel and accessories. He had previously been the Worldwide Brand Promoter for the Fiat Group; and in 2001 he worked as Henry Kissinger’s Personal Assistant.
After having worked for both Ferrari and Maserati in the Marketing sector, in 2003 Lapo moved to Fiat Auto SpA. where he was Director of Marketing for Fiat Europa. As the Director of Brand Promotion for the Fiat Group, he managed to capture the attention of younger customers, re-installing Fiat firmly on the list of most-loved brands. He coordinated the launch of the Fiat Punto and participated in the promotion of the re-launch of the legendary model, the Fiat 500. He played a key role in assuring Fiat’s sponsorship of many sports teams during the most recent Winter Olympics in Turin.
LAPO ELKANN’S DREAM BOX
1. What’s the philosophy behind the Italia Independent line and how was it created?
Italia Independent was started from a series of desires. To create a brand of style projects without any limits in terms of merchandise. Today we oversee clothing, accessories and eyewear; tomorrow we could get involved with hotel or boat design.
Our current objective is to define a contemporary style that manages to blend sartorial cuts and technical materials, tradition, and innovation.
All of this gets combined with artisan know-how and the small-to-medium Italian business model.
2. You must be a very busy man; but when you aren’t working, how do you pass your free time?
Like everyone, I like spending time with friends and family.
Being a very curious person, I like to wander around big cities and look at people, go window shopping, explore public places filled with strangers…That’s when you really get a feel for what’s going on and where a lot of my inspiration comes from in terms of trends and what our final customers might want.
Besides that, I also love movies. I was raised in Paris, where a good movie on a weekend afternoon is part of your DNA.
3. Could you give us a preview regarding future projects for 2009?
I’m currently working on three main activities.
In January, Italia Independent will attend once again the men’s fashion fair, Pitti Uomo, in Florence, to introduce its new products.
For the moment, I can’t reveal specific details, but I can say that all our new products will follow the philosophy of keeping Italia Independent a “lightstyle” concept and brand. With our Communications company, Independent Ideas, we will continue to develop advertising campaigns, to produce events, and keep helping companies with marketing strategies and branding issues.
And last but not least, there is our LA HOLDING.
It is a limited liability company investing mainly in minority stakes of Italian Companies with the objective of transforming them from strong local companies into leading global players. LA HOLDING combines the skills of a private equity firm, an operating management company and a global business development team.
On September 2008 La made a minority investment in I SPIRITS, an Italian company which will produce and distribute Italian spirits around the world.
On June 2008 it also made a minority investment in Pantofola d’Oro, an Italian sport and fashion shoe designer and marketer founded in 1886.
I also will continue supporting Tel Hashomer, the biggest public hospital of the Middle East in Tel Aviv, which treats patients regardless of their origins and religious beliefs.
And I will continue to work closely with Milan’s Triennale and its Design Museum, for which I am one of their Ambassadors.
4. Besides Italy, which are the places in the world where design is particularly cutting-edge?
Certainly the Scandinavian countries, as well as Japan and some Asian countries like Korea.
5. The New Yooxer dedicates a lot of space to projects where music and fashion come together. Fashion is part of your work; but what role does music play in your life?
Music is part of my everyday life: at home, in the office, while I’m working out. I spend a lot of time in cars – I love driving – and there’s always music in the car: it could be my iPod playlist plugged in or simply turning the radio on and listening to what stations propose, to keep myself updated.
I think music is also great in the work environment, and I encourage it in our offices.
6. What would you like for the holidays? And what gifts would you give your friends?
I would like to be given a ticket for a trip around the world—along with the time to do it! I would offer my friends the same: a ticket for an around-the-world tour.
LAPO ELKANN’S PLAYLIST
