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Gianluca Fiume, General Director of Piaggio Vietnam and President of Piaggio Asia-Pacific. Photo courtesy of Vespa |
The event reflects Vespa’s continued reputation for elegance and craftsmanship, emphasizing its role as a symbol of Italian design and lifestyle. With this launch, Vespa introduces the 946 Snake – a model inspired by the zodiac animals of the lunar calendar, following in the footsteps of the 946 10th Anniversario and 946 Dragon editions. The snake, symbolizing transformation, agility, and intelligence, is highlighted through a refined fashion capsule collection that blends heritage with innovation.
The unveiling event is part of a global tour, featuring pop-up showcases in cities such as Bangkok, Singapore, Beijing, Istanbul, as well as major European hubs like Rome, Paris, and Milan. This unique tour, the only one of its kind in Asia, features the Vespa 946 Snake, designed with intricate details such as scale-patterned saddles, sculpted handlebar grips, and a chrome-plated snake emblem, all presented in an iridescent blue color scheme, embodying the snake’s transformative and intelligent nature.
At the event, Gianluca Fiume, General Director of Piaggio Vietnam and President of Piaggio Asia-Pacific, shared insights into the brand’s evolution and the significance of the 946 Snake model and its accompanying fashion collection.
“Today marks an important milestone as we continue to evolve the Vespa brand into the world of lifestyle,” said Fiume. “Vespa is more than just a vehicle, it’s part of a personal expression of style.”
The Vespa 946 Snake World fashion collection draws inspiration from the scooter’s design and extends it into wearable art. The collection includes ready-to-wear clothing and accessories, designed in Italy, that mirror the scooter’s craftsmanship. The fashion pieces incorporate subtle snake motifs through textured patterns and metallic accents, with a color palette that complements the scooter’s iridescent blue tones.
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Vespa solidifies the 946 Snake World fashion collection as a style icon and aims to bring joy and excitement to its fans. Photo courtesy of Vespa |
Moving beyond traditional biker gear like jackets and helmets, this collection ventures into high fashion, solidifying its role as a style icon. Vespa aims to bring joy and excitement, envisioning its fans as those who value vitality and refinement, regardless of age.
“We want users to tell their stories through Vespa, with the captivating and dynamic charm of Italian style,” Fiume explained. “It aligns perfectly with the spirit of Vespa: freedom, exquisite materials, and impeccable beauty in every detail.”
The collection marks a departure from traditional scooter gear, emphasizing fashion and mobility as intertwined forms of self-expression. He also described the design process as “an ongoing journey,” reflecting Vespa’s commitment to honoring its heritage while embracing the future.
Fiume further elaborated on the design process, emphasizing that it is a continuous journey in line with Vespa’s 79-year history. “Our approach is about always pushing the boundaries of refined design,” he said. The zodiac-inspired concept, which began with the Vespa 946 model’s 10th anniversary, continues to shape the brand’s direction.
In addition to celebrating the brand’s legacy, the collection reflects Piaggio Group’s global vision, with Vietnam playing a significant role.
According to Fiume, Vietnam is home to Piaggio’s Asia Pacific headquarters, which has served as a strategic hub since 2008, highlighting Vespa’s deep ties to the region. The zodiac-inspired collection is how the brand pays tribute to Asia’s energy, youthfulness, and passion, with a special focus on Vietnam.
“Vietnam is a crucial market for us in Asia, and it serves as the headquarters for Piaggio Group in the region,” Fiume noted. “Vespa belongs to the world, not just one nation, but Asia has always been critical from day one.”
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Fiume also highlighted the shared values between Vietnam and Italy, particularly their emphasis on strong human connections, which resonate deeply with the brand. Photo courtesy of Vespa |
Fiume touched on Vespa’s goal to remain relevant by staying engaged with its community. “We listen to our supporters, and they help guide us in shaping the future of Vespa,” he said. In Vietnam, the brand aims to strengthen its connection with local scooter enthusiasts and expand its reach through the brand’s iconic Italian design.
The brand also seeks to maintain a dynamic presence, staying connected with customers to preserve its iconic status amid a fast-evolving market. With the Vespa 946 Snake and its new fashion line, Vespa not only celebrates 17 years in Vietnam but also redefines itself as a global lifestyle icon beyond scooters.
Through the launch of the Vespa 946 Snake and its fashion collection, Vespa continues to blend style with functionality, maintaining its legacy while looking towards the future. The unique pop-up event, held in Vietnam and cities like Bangkok, Paris, and Milan, signals the brand’s bold step forward in blending mobility, fashion, and individuality.
