In the endless search for the “next big thing”, luxury car companies across the board are joining forces with brands that previously had little or nothing to do with anything on four wheels. And these new juxtapositions are throwing up some genuinely interesting partnerships – mechanical timepieces, clothing, fragrance, luggage, even hotel suites. There’s a car connection with so many things right now that you might be forgiven for thinking we’ve approached some sort of critical mass.
Maserati and the Italian fashion house Ermenegildo Zegna, however, would disagree because, between them, they have conceived something that’s totally unique: luxury motoring with the most tasteful of twists. And to explain a bit more, Maserati’s chief executive, Harald Wester, and Gildo Zegna, chief executive of the menswear giant, tell us how and why they joined forces.
A Zegna-upholstered Quattroporte (it literally means four doors) was unveiled by Maserati 18 months ago, limited to 100 examples worldwide. And, now that project has reached its conclusion, it’s time to bring this treatment to the rest of the range.
“The 100 Zegna cars,” says Wester, “were always meant to be a teaser [for future models so equipped], but they were also a massive technical adventure for us. Both our companies have long histories and both are working at the forefront of technology.”
That might be an odd thing to home in on when it comes to the way these cars are appointed in delicate wools and silks, but just think about what that means for a moment, and you’ll see that he’s right. The seats, door liners, door pillars, roof lining – all are upholstered in the finest pure silk – and that meant testing and developing the materials to make sure they were up to the task of still looking brilliant after seriously heavy wear. Wester says it was a tough call but they managed it, and Maserati will be rolling out Zegna editions of other models later this year, starting with the excellent Ghibli.
“They drove us nuts,” laughs Zegna. “But we were able to put it together with the right yarn, the right weaving. The testing was tough and went on for many months – we were doubtful we could pull this off, but we went for a slightly thicker silk with a stronger yarn than we’ve ever used and it worked. It stands up to all the tests.”
Zegna and Maserati have been working together for many years, having jointly developed bespoke luggage and other accessories for owners and fans alike. The GT racing series run by Maserati has been sponsored by Zegna to great effect, bringing untold numbers of newcomers to the gent’s fashion house, which these days happens to be the largest menswear brand on the planet.
Maserati’s own plans for exponential growth, says Wester, will always be underpinned by exclusivity and that, when all is said and done, is what this Zegna tie-up is all about. While the cars themselves may never reach the levels of ubiquity enjoyed by the likes of BMW, Mercedes-Benz or even Porsche, they will still become more commonplace than ever before. See that discreet badge on the flanks of any Maserati, however, and you’ll know in an instant that its cabin is dressed in beautiful and durable natural materials that subtly whisper “couture”.
This is a long-term relationship based on shared values that anyone with a penchant for timeless elegance and enduring luxury will appreciate. In a world awash with ordinariness, isn’t it gratifying to see two of the most stylish companies in existence pushing the boundaries of what’s possible – and doing it in the best possible taste?
