Italian scooter icon Vespa and luxury publishing house Assouline announced on June 15 the release of Vespa, a new book celebrating the brand’s eighty-year history and enduring cultural influence. To mark the launch, the two brands have also introduced a limited-edition collaboration collection, Vespa × Assouline.
Summary
- Vespa and Assouline have released Vespa, a new book celebrating the iconic scooter brand’s 80-year legacy
- Written by Michael Köckritz, the volume explores Vespa’s history through archival photography, vintage advertisements, and cultural storytelling
- Since its launch in 1946, more than 19 million Vespa scooters have been produced worldwide
- From Roman Holiday to contemporary pop culture, Vespa has become a global symbol of freedom, design, and Italian lifestyle
- The partnership also introduces a limited-edition Vespa × Assouline collection and exclusive collector’s helmets
Since its debut in 1946, Vespa has evolved beyond transportation to become one of Italy’s most recognizable symbols of freedom, individuality, and design. Born during the post-war reconstruction of Italy, the scooter has remained an enduring presence across generations, with more than 19 million units produced globally to date.
Written by journalist, publisher, artist, and media creator Michael Köckritz, Vespa chronicles the brand’s eight-decade journey through archival photography, historic advertising campaigns, and stories that highlight its lasting impact on design and popular culture.
A Lasting Presence in Film and Popular Culture
Vespa’s global reputation was cemented by the 1953 film Roman Holiday, in which Audrey Hepburn and Gregory Peck famously rode through the streets of Rome on a Vespa scooter.
In the decades that followed, the brand continued to appear throughout popular culture, including Gwen Stefani’s music videos and the Netflix series Emily in Paris. Its influence has also extended beyond mobility through collaborations with Giorgio Armani, Justin Bieber, Salvador Dalí, LEGO, and (RED), reinforcing its status as a cultural icon rather than simply a mode of transportation.
Introducing the Vespa × Assouline Collection
To celebrate the partnership, Vespa and Assouline have created a special-edition Vespa × Assouline collection.
The centerpiece is a bespoke Vespa finished in Assouline’s signature red and adorned with motifs inspired by the publisher’s iconic Travel Series. These limited-edition models will be displayed at select Assouline retail locations around the world.
The collaboration also includes a limited run of exclusive helmets featuring the same distinctive design language. Produced as both functional riding gear and collectible objects, the helmets reflect the shared values of craftsmanship, elegance, and exploration that define the partnership.
“A Way to Live”
The book describes Vespa’s original mission as follows: “Life could be lived with elegance, spontaneity, and freedom.”
Reflecting on the brand’s broader significance, the publication adds: “Vespa has never been just a way to move—it’s a way to live. A style revolution. Art in motion. Freedom on two wheels.”
Eighty years after its introduction, Vespa remains instantly recognizable through its distinctive silhouette and timeless design. More than a retrospective, Vespa serves as a collector’s volume that explores how a scooter became one of the most enduring symbols of Italian creativity and lifestyle culture.
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