By 23rd September 2019NEWS

Extreme E, the new electric SUV off-road racing series, has announced today that LuisaViaRoma, the luxury Italian fashion retailer, is to become its Official Fashion Partner.

The partnership will see LuisaViaRoma become the exclusive online retailer for Extreme E branded clothing and apparel for the inaugural 2021 series season.

LuisaViaRoma features the best selection of top luxury designers, such as Fendi, Givenchy, Dolce & Gabbana, Moncler as well as young emerging talent. LuisaViaRoma was founded in Florence, Italy in the early 1930s, with the opening of the company’s eponymous concept store on Via Roma. LuisaViaRoma celebrated its 90th anniversary this past summer.

Alejandro Agag, founder and CEO of Extreme E said: “I am delighted to welcome LuisaViaRoma on-board as our Official Fashion Partner.

“I have known the team behind LuisaViaRoma for a long time, and they are always open to using their influential fashion business to support social projects which have a positive impact on the world, and that is why this partnership between LuisaViaRoma and Extreme E is so appealing.

“Our worldwide fanbase will be able to purchase high-end racing clothing and apparel from LuisaViaRoma. As a fashion powerhouse in Italy, this partnership with LuisaViaRoma gives us a fantastic opportunity to engage with the fashion industry in our global series.”

Although this will be LuisaViaRoma’s first partnership agreement in motorsport, the company is ardently dedicated to social collaborations. The company has previously worked alongside world-leading children’s charity UNICEF, and with The Naked Heart Foundation, which supports creating a more inclusive society for those with disabilities and special needs. It also works regularly with leading fashion houses and celebrities to create experiential events.

LuisaViaRoma collaborated with UNICEF in August 2018 and August 2019, for the charity’s “Summer Gala”, at which Dame Shirley Bassey and Ellie Goulding performed. In celebration of its 90thanniversary, LuisaViaRoma recently welcomed renowned models such as Gigi and Bella Hadid, Lara Stone and Irina Shayk onto the catwalk as part of the Carine Roitfeld (CR) Runway Fashion Show.

Andrea Panconesi, founder and CEO of LuisaViaRoma said: “I’m very happy to be a part of a project that will focus on two of the major problems we are facing today: sustainability and climate change. It is an honour to work with Alejandro Agag and the Extreme E team, and to start this incredible four-year partnership. I am sure it will be an amazing adventure.

“For each race, LuisaViaRoma will select a brand which will develop a special collection according to the location. Fashion has to become more aware of climate change and I hope that with this project LuisaViaRoma, along with other brands, will help.”

Season 1 is set to begin in early 2021, with a number of key announcements to be made in the near future.

The Extreme E fashion line is still in development and will be announced shortly.