Bugatti
Revitalization Instead of Looking Back
The Spring/Summer 2027 menswear collection reimagines heritage: not as a nostalgic reference, but as an active design principle. Does that apply to Bugatti as well?
Florian Wortmann, Chief Brand & Commercial Officer: My approach has always been to shape the here and now based on our heritage. We can talk a lot about where our brand comes from. What matters is how that translates to today. I like to talk about revitalizing our DNA. That’s an approach I’ve always worked with. Our KPIs prove we’re on the right track. When heritage is well-embedded, you don’t have to constantly retell the story.
Is there currently a renewed focus on quality and substance?
After periods of logomania and highly trend-driven collections, many customers have realized that these lack longevity. Today, it’s all about striking a balance between trends and quality. Consumers are making more informed decisions about where they get the best value for their money and are also willing to invest more if the quality is right. For me, however, Bugatti stands for more than just product quality—even though that’s a given for us: our values of passion, enjoyment, and community are an integral part of every collection.
