Genesis and Larusmiani: haute couture and hypercar meet in Milan
The collaboration interweaves automotive design and haute couture, including exclusive installations, a sports debut and a dedicated capsule collection
On the occasion of the Milan Design Week, Genesis, the luxury brand of the Hyundai group, and Larusmiani are launching a collaboration combining the worlds of haute couture and luxury automotive.
With over a century of tailoring tradition, Larusmiani is synonymous with excellence in men's clothing, quality materials and a strong affinity with the automotive world, from which it draws inspiration in terms of design and performance.
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The partnership takes shape during Milan Design Week and coincides with Genesis' debut in motorsport. Until 30 April, the GMR-001 Hypercar is on display in the Larusmiani boutique in Via Montenapoleone, inside The Automotive Gallery, an iconic space dedicated to passion for cars and the most exclusive models. The installation narrates the encounter between design and performance, values central to the Genesis brand identity.
The GMR-001 Hypercar interprets the brand's styling philosophy in an extreme key, where aerodynamic precision and sculpted lines come together in a balance of elegance and expressive power.
During Milan week, the Genesis x Larusmiani capsule collection will also be presented, both in boutiques and online, consisting of clothing and lifestyle accessories that reflect the meeting of tailoring and innovation.
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