Fiat Launches Luggage Line With FUL

by · WWD
From the FUL x Fiat luggage campaign, with the Fiat 500 in the background.Courtesy image

A First for Fiat: Fiat, the Italian automotive brand known for its stylish and compact designs, has partnered with FUL, a producer of innovative travel gear and accessories, on a co-branded line of luggage.

The collaboration — marking Fiat’s entry into the luggage category — was facilitated by Stelantis’ licensing agency, IMG Licensing.

According to executives involved in the collaboration, Fiat is bringing its brand of style into the collection with “bold colorways, playful details, and unmistakable automotive elements.” They said that the FUL x Fiat collection “channels the energy of Fiat’s most beloved model, the Fiat 500, by incorporating the automobile’s bright, expressive colors, signature design cues such as rounded silhouettes, Fiat 500 hubcaps, and interior linings.” The Fiat 500 is considered a classic in auto engineering, given its compact size and fuel-efficiency ideal for city driving. The collection is lightweight but durable, and has an interior designed for organization in packing. Carry-on and full-size suitcases are offered.

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“This collection is about more than luggage — it’s about attitude,” Sam Hafif, the chief executive officer of FUL and its licensee Concept One Accessories, said in a statement. “Fiat has always stood for freedom, fun, and fearless design. We wanted to capture that same spirit so travelers can ‘drive their style’ wherever they go.”

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“With this debut, the first collaboration in the luggage category with Fiat, officially launches,” Adolfo Gonzalez Milano, head of Fiat North America, said in a statement. “A licensing collaboration that celebrates Italian dolce vita and a shared passion for functional design, transforming the travel experience into a natural extension of a modern, urban and dynamic lifestyle, exclusively for the North American market.”

The luggage collection will be available starting Monday at www.ful.com. The collection is being supported by a campaign with such messaging as “Simply More,” “Driven by Passion,” and “Enjoy the Ride.”

From the FUL x Fiat luggage campaign.