SOCIAL CHALLENGE: Or, to some extent, a Facebook feud. Lapo Elkann took to the social network to fight back against fellow Italian business titan Diego Della Valle. On Friday, the Fiat scion and founder of eyewear company Italia Independent posted on his personal Facebook page a series of pictures with biting captions directed against the Tod’s chief. Della Valle, during the annual Pambianco Conference in Milan on Thursday, criticized Fiat’s management decision to let go of Ferrari’s former president Luca Cordero di Montezemolo and mocked the Italian automotive company’s Duna, a car produced in the Nineties generally considered ugly.

Standing up for his family’s company and his brother John Elkann, who had a series of disputes with Della Valle in relation to their investments in Italian publishing company RCS MediaGroup, Elkann posted the image of a Fiat 500 with a surfboard on the top and wrote a caption saying: “A car can make you dream more than a pair of shoes. Enjoy the silence!”

This story first appeared in the November 18, 2014 issue of WWD. Subscribe Today.

Elkann was referring to Della Valle’s Tod’s and Hogan shoe brands, and reserved special criticism for the latter. The phrase, “I’m sorry, if you wear Hogan shoes I cannot talk to you,” is written on a T-shirt that Elkann posted after publishing a picture of American wrestler Hulk Hogan. “The only Hogan I know,” Elkann wrote. He also posted an image of a sign on a store’s window welcoming dogs but not people wearing Hogan shoes.

He also attacked the Tod’s label, posting an image of a pair of Car Shoe driving loafers. “Car Shoe founded in 1963…The original!!!,” he wrote, claiming that the brand, now under the control of the Prada Group, is the one that first launched the driving shoes with the “gommino” sole — and not Tod’s. Ouch.