Condé Nast titles already boast a bevy of brand extensions—from Teen Vogue bedding to New Yorker beach towels to a Vogue café in Dubai. Now, fans of GQ who really want to get into the Condé lifestyle can show their dedication with a GQ-branded car.
Today, Condé is announcing a GQ partnership with Italian car company Fiat to launch a special edition model, the Fiat 500c GQ edition. The car will be unveiled at the Concorso Italiano auto show, which begins today in Monterey, Calif. "GQ is always exploring fresh and dynamic ways to engage with our readers and offer them new brand experiences," magazine vp and publisher Chris Mitchell said in a statement.
As part of the deal, Fiat will also be exclusively sponsoring the “How GQ Are You?” style competition. GQ readers will be able to upload photos of themselves to an online photo-sharing platform, and the “most stylish” men will win prizes every month. In December, GQ editors and readers will choose the “Most GQ Guy of the Year,” who will win a GQ Fiat. (Think of it as the Vanity Fair Best-Dressed Challenge with an arguably better prize.)
It’s not the first time that Fiat has played the co-branding game—the carmaker had a successful collaboration with Gucci in 2011 on a limited-edition 500 model, which was reintroduced earlier this summer due to “customer demand.”