BeautyRival – Omar Bertona has officially made his mark at Bugatchi, and he did so in grand style. The Milan-based head designer introduced his first collection for the men’s luxury essentials brand with a Made in Italy capsule that embodies both elegance and heritage. Designed for spring, the lineup reflects Bertona’s Italian roots and aims to push the brand to new heights.
Inspired by the Italian Lifestyle
The capsule channels the beauty of Italy’s most iconic destinations. Bertona drew inspiration from the refined luxury of Lake Como villas, the vivid colors of the Amalfi Coast, and the natural charm of Pantelleria Island in the Mediterranean. These influences appear in both the colors and the fabrics, bringing the essence of Italian living into each design.
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A Balance of Tailored and Casual
Bertona created a mix of tailored pieces and casual essentials, all made from the finest Italian fabrics. He also developed exclusive handmade prints specifically for Bugatchi, giving the collection a distinctive artistic flair.
Key highlights include:
- A lightweight jersey jacket in cotton, linen, and silk.
- A refined cotton-cashmere track suit for elevated leisure.
- A water-repellent travel jacket with leather pocket details.
- A jacquard sweater crafted from cotton and linen.
- A stylish seersucker bomber with a modern edge.
Positioning and Pricing
The Made in Italy capsule sets itself apart with higher craftsmanship and a stronger luxury appeal. Prices sit about 40 percent higher than the core Bugatchi collection. Knitwear ranges between $300 and $500, while blazers sell from $798 to $998.
Still, Bertona did not design the capsule to replace Bugatchi’s core range. Instead, he envisioned it as a complement, creating a full wardrobe concept for modern men. Bugatchi also added swimwear to expand its lifestyle reach.
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Strong Market Reception
The collection quickly gained momentum in the marketplace. Stephane Abitbol, executive vice president of corporate development and legal for Bugatchi, noted that specialty stores have responded positively. He emphasized that the capsule’s purpose is to raise Bugatchi’s profile without abandoning its foundation:
“We don’t want to toss our core, but we wanted the capsule to continue to elevate the brand. It’s all meant to be worn together and present the best version of Bugatchi.”
A New Chapter for Bugatchi
Omar Bertona’s debut signals a bold new direction for Bugatchi. The Made in Italy capsule celebrates Italian craftsmanship while appealing to a more discerning luxury audience. With its blend of sharp tailoring, relaxed elegance, and refined details, the collection positions Bugatchi as a stronger force in men’s modern luxury.
