- Genesis collaborates with Italian luxury fashion and lifestyle brand during Milan Design Week and the 6 Hours of Imola
- GMR-001 Hypercar on display at Larusmiani’s iconic Milan boutique, at The Automotive Gallery, alongside racing debut at 2026 World Endurance Championship in Imola
- Genesis x Larusmiani capsule collection of apparel and lifestyle accessories
- Exclusive gala dinner at Museo Bagatti Valsecchi brings ‘Son-Nim’ hospitality to Italy
- Collaboration follows Genesis Italian market launch earlier this year
Milan, Italy, 17 April 2026: Genesis has announced a special collaboration with Italian luxury fashion and lifestyle brand Larusmiani, founded in Milan in 1922.
With more than a century of Italian sartorial heritage, Larusmiani is renowned for its exceptional menswear, luxury fabrics and passion for cars, drawing inspiration from the world of automotive design and performance.
Taking place during Milan Design Week and Genesis’ debut in motorsport, the Genesis GMR-001 Hypercar will be on display at Larusmiani’s iconic boutique in Montenapoleone, at The Automotive Gallery, from 17 to 30 April. Renowned for showcasing the pinnacle of premium cars, the window display captures the intersection between design and performance that defines the Genesis brand. The GMR-001 Hypercar translates Genesis’ design philosophy into raw racing potential, combining aerodynamic precision with sculptural fluidity, balancing elegance and confidence. On display during Milan Design Week, a capsule Genesis x Larusmiani collection of apparel and lifestyle accessories will also debut at the boutique and online.
Luc Donckerwolke, President and Chief Creative Officer of Genesis, comments “This collaboration is an opportunity for Genesis to showcase how our ‘Athletic Elegance’ design philosophy can transcend into the fashion and lifestyle domain. Genesis and Larusmiani both share an appreciation for refined aesthetics, attention to detail and, above all, a dedication to exceptional design and craftsmanship.”
Guglielmo Miani, Larusmiani's CEO, adds: "Genesis speaks a design language that Larusmiani immediately recognised — one where form and performance are inseparable, and where attention to detail is not a finishing touch but a founding principle. Bringing the GMR-001 Hypercar to Montenapoleone and translating its lines into a capsule collection made with our Milanese artisans, felt like a natural extension of what The Automotive Gallery has always stood for: the conviction that a truly exceptional automobile deserves the same gaze we reserve for great design.”
From Milan to Imola, the Genesis GMR-001 Hypercar makes its official global track debut at the 6 Hours of Imola, as Genesis Magma Racing competes in the first race of the 2026 World Endurance Championship. The new all-electric GV60 Magma high-performance model will be on display during an exclusive gala dinner at Museo Bagatti Valsecchi later this week, where guests will enjoy the signature Genesis ‘Son-Nim’ hospitality experience.
This collaboration follows Genesis’ official market entry into Italy in January and the announcement of its first two retail locations, in Rome and Padua.
For more information on the collaboration and details on the capsule collection, please visit: www.larusmiani.com/pages/the-automotive-gallery
About Genesis Motor Europe
Founded in Seoul, Genesis is a leader in premium electrified cars with a vibrant, distinctly Korean spirit and a commitment to unique hospitality and customer experience excellence.
The brand’s award-winning models GV60, Electrified G80 and Electrified GV70are defined by advanced technologies, dynamic performanceand Genesis’ distinctive ‘Athletic Elegance’ design philosophy.
Genesis is embarking on the next chapter of its journey, as a design-driven performance brand.Its first luxury high performance model, GV60 Magma, will arrive in Europe this year and Genesis Magma Racingwill be competing in the 2026 FIA World Endurance Championship.
Genesis launched in Europe in 2021 and isheadquartered in Frankfurt.Genesis Motor Europe now operates in France, Germany, Italy, the Netherlands, Switzerland and the UK. Spain will be operational soon, taking Genesis into its 7th European market in 2026.
For more information about Genesis, please visit www.genesis.com.
About Larusmiani
Founded in Milan in 1922, Larusmiani is one of Italy's most storied luxury menswear houses — a maison where a century of sartorial mastery converges with an unwavering passion for beauty in all its forms. From its iconic boutique on the Montenapoleone District, the beating heart of Milanese elegance, Larusmiani has dressed generations of discerning gentlemen with garments that speak the language of exceptional craft: fabrics of the highest provenance, cuts refined over decades, and a devotion to detail that transforms each piece into an enduring expression of style.
At the intersection of fashion, art and automotive culture, Larusmiani has long celebrated the automobile as one of the great design achievements of the modern age. The Automotive Gallery — the maison's celebrated window onto the world of performance and beauty — has played host to some of the most extraordinary machines ever conceived, uniting the disciplines of sartorial excellence and automotive artistry under a single, timeless roof.
For Larusmiani, luxury is never proclaimed. It is woven into the weight of a fabric, felt in the precision of a stitch, discovered in the quiet confidence of an object made to endure. It is this philosophy — patient, exacting, and deeply rooted in the Italian tradition of fare bene — that has guided the maison for over a century.
For more information about Larusmiani, please visit www.larusmiani.com
