20 Jan 2020
Abarth takes to the Paris catwalks
The new JUNYA WATANABE COMME des GARÇONS MAN Autumn-Winter 2020 collection surprised its Paris audience with an interpretation of the concepts of upgrade, performance and customization, all typical of the Abarth brand, but applied to the fashion world
On Friday at the Palais de Tokyo in Paris, Junya Watanabe, a Japanese fashion designer at JUNYA WATANABE COMME des GARÇONS MAN, brought the new Autumn-Winter 2020 collection to the catwalks of the fashion capital. Two different Abarth patches stood out on the glamorous, characterful men’s items.
The fashion house's decision to add Abarth branding to the garments recalls the inspiration and creativity of the “transformation” concept typical of the brand. Every piece takes on personality and style, in line with the principle of the development that has made the brand's history. In the late 1950s and early ’60s, the renowned “Abarth tuning kit” became a must-have, for how it made a high-performance car of an everyday vehicle. That passion for development and performance now also stands out in a range of clothing. A true “upgrade”, marking the uniqueness of a cutting-edge product, the same philosophy that always enlivened Carlo Abarth himself.
The exclusive cloth patches include the characteristic Abarth lettering, in white on a black background, emphasized by a tricolor flag, or the classic Scorpion logo. They can be applied to any item in the new JUNYA WATANABE COMME des GARÇONS MAN collection.
Turin, January 20, 2020