Lapo Elkann is named for the 12th-century Italian poet Lapo Gianni, who was immortalized in a verse by Dante as one who could "talk about love forever." Lapo Elkann, in fact, is all about love. Soon after we meet, he pulls me in close for a kiss on both cheeks, and I can feel the stubble on his face and smell the Marlboros on his breath.

"Lapo loves to be loved," says Countess Marina Cicogna, who has known him since he was five. "He loves to be recognized. He would drive around in his cars with their Prince of Wales prints and wave to the people on Via Monte Napoleone." After all, he is the youngest grandson of Gianni Agnelli—the iconic industrialist who once ruled Italy with his myriad businesses and la dolce vita lifestyle.

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Source: http://www.vanityfair.com/