Kiton Takes a Spin With Formula 1 Driver

Alexander Rossi to appear in minute-long short for the Italian label

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If you’ve ever seen paparazzi shots of Jay-Z or Kanye West and wondered what brand makes those flashy Italian threads they’re sporting, the name is Kiton. The rarified Neapolitan fashion label (which asks $6,795 for a two-button sport coat) has long hung in the closets of the rich and famous, giving it the kind of earned-media cachet that floats above the paid-endorsement world. But next week, Kiton will be showing off an official face—a handsome one (no disrespect, Kanye) likely to give the brand mainstream attention.

Alexander Rossi, 22, and the only American driver on the Formula 1 circuit, will star in a minute-long Web film showcasing the label’s spring/summer 2014 collection (for women, no less.)

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