Collezione Automobili Lamborghini Takes Center Stage at Premium Berlin 2017
Collezione Automobili Lamborghini brought its private label Ready-to-Wear Spring Summer 2018 collection to Premium 2017, the international fashion trade show held in Berlin from July 4 to 6. Lamborghini describes the event as one of the fashion industry’s most significant fairs, drawing thousands of buyers and retail scouts from around the world, all searching for the next label worth stocking. For a supercar manufacturer to occupy floor space alongside established fashion houses says something pointed about where Sant’Agata Bolognese sees its brand heading.
The Berlin showing followed the collection’s inclusion in the official calendar of Milano Moda Uomo 2017, giving the line two high-profile European platforms within weeks of each other. That scheduling was deliberate. Lamborghini positioned its fashion arm not as a licensing afterthought but as a label competing for attention in rooms where the conversation centers on cut, fabric, and seasonal direction rather than horsepower or lap times.
The instinct for Lamborghini enthusiasts might be to scroll past a fashion story. Resist it. The Collezione line is one of the clearest windows into how the company thinks about its own identity beyond the car itself, and the choices it makes on a trade show floor in Berlin connect directly to the ownership experience back home in the garage. Every detail of the SS 2018 presentation, from the design references woven into individual garments to the retail strategy behind the booth, reinforces a single argument: Lamborghini is building a lifestyle brand with the same intentionality it brings to building supercars.
The Collezione Automobili Lamborghini display features a diverse collection of apparel and accessories at a premium event.
The Raging Bull’s Lifestyle Vision: Why Lamborghini is Serious About Fashion
Luxury automakers selling branded clothing is nothing new. Polo shirts with embroidered crests have been a dealership staple for decades. What separates Collezione Automobili Lamborghini from a rack of logo merchandise is structural ambition: this is a private label ready-to-wear line presented at professional fashion trade shows, competing for shelf space in multi-brand boutiques and department stores that would never stock a souvenir hoodie.
Lamborghini operates the Collezione through its ArtiMarca division, keeping design and production in-house rather than licensing the shield to a third party. That distinction matters enormously. When a fashion house controls its own line, every stitch, silhouette, and fabric choice reflects a conscious brand decision. Licensing deals, by contrast, tend to optimize for volume and margin, often at the expense of coherence. The in-house model means the same design philosophy that shapes a Huracán’s interior can travel intact into a leather jacket or a pair of trousers.
The roots of this strategy run deeper than the SS 2018 collection. MotorAuthority reported that Europe’s first dedicated Collezione Automobili Lamborghini fashion store opened in Berlin back in 2011, an event attended by then-CEO Stephan Winkelmann and accompanied by a full fashion show. By that point, Lamborghini already had boutiques operating in Los Angeles, Vancouver, Melbourne, Hong Kong, and Beijing. Premium Berlin 2017 was not a tentative experiment; it was the latest step in a campaign that had been building for years.
The strategic logic is straightforward. A Lamborghini owner who wears the brand’s jacket to dinner or carries its leather goods through an airport terminal becomes a walking expression of the marque’s design language. For prospective buyers who may be years away from their first V12, the Collezione offers an accessible entry point into the brand ecosystem. And for Lamborghini itself, fashion provides a revenue stream and brand-awareness channel that operates entirely outside the cyclical rhythms of new-car launches, reinforcing the idea that the Raging Bull stands for a complete aesthetic worldview, not just a vehicle.
From Supercar Lines to Runway Threads: Decoding the Collezione’s Design DNA
The most interesting question about any automotive fashion line is whether the clothes actually look like they belong to the cars, or whether the connection stops at the badge. Lamborghini says the Spring Summer 2018 collection emphasized a contemporary aesthetic with sophisticated details, clean lines, and high manufacturing standards. Those descriptors could apply to almost anything, but specific pieces from the collection suggest a more genuine translation of automotive design language into wearable form.
One standout item from the Milano Moda Uomo presentation was a black leather jacket featuring hexagonal openwork inspired by the seat design of the Huracán Performante. The hexagon is one of Lamborghini’s most recognizable geometric motifs, appearing across the current car range in everything from exhaust surrounds to interior trim patterns and taillamp graphics. Translating that shape into a perforated leather panel on a jacket is the kind of detail that rewards the person wearing it: subtle enough to avoid costume territory, specific enough that another Lamborghini owner would recognize it across a restaurant.
This approach mirrors the philosophy behind Lamborghini’s Ad Personam customization program for its cars. Both are exercises in expressing identity through material and detail rather than shouting a logo. The best pieces in the Collezione tend to work the same way the best Ad Personam specs do: they communicate membership in a particular aesthetic tribe without resorting to billboard-scale branding. It is precisely this restraint that justifies the Collezione’s presence at a professional trade show rather than a merchandise tent at a car meet.
Lamborghini has not published detailed breakdowns of every piece in the SS 2018 range, so a full design analysis remains impossible. What the available information confirms is that the line aims to carry the brand’s sharp, angular visual vocabulary into wearable form, prioritizing craftsmanship over conspicuous logos. The garments, at their best, function as quiet proof that Lamborghini’s design identity is robust enough to survive translation into an entirely different medium.
Beyond the Garage: What the Collezione Offers the Dedicated Lamborghini Enthusiast
Owners who attend Lamborghini Arena events, Super Trofeo race weekends, or regional club gatherings already know that the brand experience extends well beyond the driver’s seat. Forum discussions on Lamborghini-Talk regularly feature owners sharing everything from interior spec choices to event photos, and the sense of community identity runs deep. The Collezione line fits into that ecosystem as another layer of affiliation, a way to carry the brand’s aesthetic into contexts where the car stays parked.
The practical buyer takeaway is worth stating plainly: the Collezione is not a substitute for a well-specced Huracán, and nobody is pretending otherwise. Its value lies in completeness. For the owner who already selected Nero Nemesis paint, chose hexagonal stitching on the Alcantara, and ordered the forged carbon interior package, a leather jacket that echoes those same design cues represents a logical extension of the same impulse. It is the same reason watch collectors gravitate toward brands that share their automotive allegiances. The lifestyle pieces do not replace the car; they extend the vocabulary of ownership into everyday life.
Lamborghini has not disclosed specific pricing tiers for the SS 2018 collection, and availability details for individual markets remain unconfirmed. What the company’s presence at Premium Berlin signals is that the line targets serious retail distribution through multi-brand stores and department stores, not just dealership gift shops. For enthusiasts interested in acquiring pieces, the Lamborghini online store and dedicated Collezione boutiques in major cities represent the most direct channels, though specific stock for this collection would need to be confirmed at the time of purchase.
In 2022, Lamborghini also collaborated with streetwear label Rhude, a move that generated mixed reactions online. Some enthusiasts on Reddit praised the crossover appeal, while others questioned whether streetwear diluted the brand’s luxury positioning. That tension between exclusivity and accessibility is one Lamborghini will continue to navigate as it expands the Collezione’s reach, and it underscores why the in-house, trade-show-driven approach matters: it anchors the fashion line in a credibility that pure licensing or hype-driven collaborations cannot guarantee on their own.
Navigating the Luxury Market: Lamborghini’s Fashion Strategy and Competitor Landscape
Every major supercar manufacturer has some version of a lifestyle division, but the approaches differ in revealing ways. Ferrari has historically leaned on licensing partnerships, most notably its long-running collaboration with PUMA for sportswear and footwear. That model generates broad retail presence and volume, but it also means Ferrari’s fashion identity is shaped partly by a partner’s design sensibilities rather than being fully controlled from Maranello. Porsche Design takes yet another path, operating as an expansive lifestyle brand that spans sunglasses, luggage, electronics, and fashion, positioning itself as a design studio that happens to share DNA with a car company.
Lamborghini’s in-house approach through ArtiMarca sits between these poles. The Collezione maintains tighter brand control than a licensing deal allows, ensuring that the angular, aggressive design language of the cars carries through to the clothing. At the same time, the line’s scope remains narrower than Porsche Design’s sprawling product empire, which arguably keeps the Collezione closer to its automotive roots. That middle ground is not accidental; it reflects the same philosophy visible in the hexagonal jacket details and the decision to show at professional fashion venues. Control and coherence matter more than reach.
The competitive question that matters for enthusiasts is authenticity. When a Lamborghini owner wears a Collezione jacket, does it feel like an organic extension of the brand, or like a cash-grab with a bull on it? The Huracán-inspired details and the commitment to professional fashion venues rather than dealership shelves suggest Lamborghini takes the former seriously. Whether the execution consistently lives up to that ambition across every piece in the range is a judgment each buyer makes individually, and Lamborghini has not published the kind of detailed lookbook that would allow a comprehensive assessment from a distance.
The direction of travel, though, is unmistakable. By placing Collezione Automobili Lamborghini on the official calendars of Milano Moda Uomo and Premium Berlin in the same season, Sant’Agata Bolognese committed to competing in fashion on fashion’s own terms. For a company that builds fewer than 10,000 cars per year, the ability to put the Raging Bull in front of thousands of international fashion buyers represents a brand-building opportunity that no number of social media posts can replicate. The clothes need to be good enough to justify the stage. At Premium Berlin 2017, Lamborghini bet that they were.
