Louis Vuitton is gearing up for another fittingly stylish rally. The French maison is holding a classic car run in Italy this September, reviving a tradition that screeched to a halt over a decade ago.
The Louis Vuitton Classic Run was kick-started in 1993, with a challenging drive through the Malaysian jungle. Subsequent races were held across China, France, Italy, and Central Europe, before the event wrapped up in 2012 with a run from Monaco through the Swiss Alps to Venice. Pietro Beccari, who was appointed chairman and chief executive officer of Louis Vuitton in 2023, took part in the Boheme Run from Budapest to Prague via Vienna in 2006, which drove him to reinstate the tradition.
The upcoming Dolomites Run will take place from September 1 to 4, acting as a perfect prelude for the Formula 1 Italian Grand Prix. (LVMH, the parent company of Louis Vuitton, recently inked a 10-year sponsorship deal with F1, which explains that connection.) The house is inviting the owners of 25 classic cars to take part in the four-day event. It will be free to join this time around, but collectors will be asked to contribute a participation fee in future runs.
The cars at the end of the Serenissima Run in Venice in 2012.
