The French will always have the last word on couture fashion and style — it’s safe to say they invented it. They are also known for their manufacture and production of luxury goods. So it’s a pleasure to see two French brands collaborate on a project they both specialise in. In this case, the luxury men’s shoemaker Berluti and the Clermont-Ferrand workshop of Victoire Cycles.
Berluti developed their new season campaign around the bicycle, celebrating the long history the country has with cycling. Berluti was founded in 1895 by Italian Alessandro Berluti and is based in Paris on the rue Marbeuf. Today, it is a subsidiary of the multinational luxury goods conglomerate, LVMH Moët Hennessy • Louis Vuitton S.A.
Victoire is proud of their French cycling tradition and created a made-to-order men’s city bike, the fillet-brazed frame and custom stem coated in smokey-black varnish and adorned with a frame clutch bag, a sling basket and toe straps by Berluti. A slim design of shoe was even created to be worn in conjunction with the bike.
The wheelset, comprising of wooden rims by Ghisallo and Victoire’s own hubs complete the picture. Three videos were beautifully made that illustrate the authentic nature of these bikes and the workshop they came from. They were shot by Romain Fei, a friend of Victoire, with music scored by Adam Wood — another close associate.
Head to the Victoire Cycles website for more photos and purchasing information.