Gucci and Bianchi, two Italian companies known for making more than their fair share of bling but in different fields have worked together on a bike helmet fit for the streets of Milan.
It's long been a phrase among gadget freaks to refer to a particularly new and shiny piece of kit as 'Gucci' as in "Wow, that's a Gucci bike." Henceforth, though, this reference in connection with bike helmets will have to be modified now that Gucci really are branding a crash hat with their name thanks to working with bike company Bianchi.
And it does look like a Gucci helmet; combining shades of Angels Harmony and Destiny from 'Captain Scarlet' with a Vespa-riding bella ragazza on the Via della Spiga. We can see VecchioJo in one of them for a start, let's order one...
Ah, wait, it's US$890 so maybe we'll wait for Christmas.
Two colours; white or black with signature Gucci green-red-green stripes, mirrored visor and contrasting leather straps. Lovely.