09/23/2011 02:57 pm ET | Updated Oct 01, 2012

Pirelli's First Store

This week saw the opening of Italian brand Pirelli's first flagship store, Pirelli Corso Venezia, in the heart of Milan. On hand to discuss Pirelli's decision to open their first store as well as the launch of their PZero line were Chairman Marco Tronchetti Provera and Designer Renato Montagnier. They discussed the concept and design of the store, clothing line, and Pirelli's commitment to support their 4 million Euro venture. As they continued their press conference they were joined by artist Scott Campbell and supermodel (and long-time Pirelli fan - she's been in 3 Pirelli calendars) Naomi Campbell. Campbell arrived in a red Pirelli motorcycle jacket to lend her support to a brand she's not only worked with since she was 16, but loves to wear. "I love stomping around in their boots and wearing their raincoats and jackets, and everything is just so easy and simple," Campbell happily declared.

Synonymous the world over for their tires, Pirelli, the current sponsor of the elite F1 racing series, has a deep-rooted history in style. Before their premium grade tires graced the wheels of some of the best motorcars in the world (Ferraris, Lamborghinis, Maseratis) and their prized and extremely coveted calendars made their way onto the scene, the rubber technology developed by Pirelli in the late 19th century was first used in garment production. From raincoats to umbrellas to rubber soles, to swimsuits modeled by a young Marilyn Monroe, Pirelli made a name for itself in fashion. Almost a millennium later, their legacy continues with PZero, a full collection ranging from mens, womens and childrenswear, as well as accessories such as special edition Valextra suitcases and hats by Borsalino. They've also teamed up with New York based artist Scott Campbell, an avid Ducati racer, for the first ever tattooed motorcycle tire now on display at the store.

The opening party that followed was a star-studded affair with supermodel Naomi Campbell leading the charge in a glittery sequin-covered Dolce and Gabbana dress. Also in attendance were supermodel Eva Herzigova in a blue Pirelli motorcycle jacket, former Sports Illustrated model Valeria Mazza, model Bianca Balti, Italian Vogue Editor-in-Chief Franca Sozzani, Margherita Missoni, Scott Campbell accompanied by his girlfriend actress Lake Bell, male supermodel Tyson Beckford, and swarms of others as they celebrated the launch of Pirelli Corso Venezia, the PZero fashion line, and the 140-year history of this iconic Italian brand.

Check out the slideshow below to see all the pictures from the opening.