PRADA

From Mario Prada’s gallery shop to today’s world-class Miuccia luxury made-to-order Italian fashion group. Read the story and anecdotes of the Prada brand.

Index

  1. From the Origins to 2000s
    1. The Origins
    2. Miuccia: The Rebellious and Ingenious
    3. The Eighties: Nylon and American Success
    4. The Return to Milan
    5. The Nineties: The Foundation and the Big Acquisitions
    6. The Epicenter Project
  2. From 2000 to 2005
    1. A New Venue for Collections
    2. The 2000 Budget
    3. Acquisitions of 2001
    4. The Epicenter of New York
    5. Financial Situation in 2002
    6. Prada Point to Japan: The Epicenter of Tokyo
    7. The Epicenter of Los Angeles
    8. Departures and the Launch of the First Perfume
  3. From 2005 to 2010
    1. Short Film’s
      1. Trembled Blossoms
      2. Fallen Shadows
    2. Prada and Contemporary Art
    3. The Waist Down Show
    4. Prada Transformer
    5. The America’s Cup
    6. Fondazione Prada
  4. From 2011 to Today
    1. Fondazione Prada in Venice
    2. The “24 Hour Museum” Project
    3. The Exhibition “Impossible Conversations”
    4. Prada “The Great Gatsby”
    5. The Prada Gallery and Journal Projects
    6. Two New Short Film’s
      1. A Theraphy
      2. Cavalcanti Castle
    7. Acquisitions of 2014
    8. Pradasphere
    9. Marchesi Pasteries
    10. The Restoration of the Last Supper by Giorgio Vasari 
    11. The Past Forward Project
    12. Prada Opens Observatory
    13. The Shaping Conference at Creative Future

From the Origins to 2000s

The Origins

Mame Fashion Dictionary: Prada Van For Deliveries 1918
Van For Deliveries 1918

The origins of Prada begin in 1913 when Mario Prada, Milanese luxury craftsman, opened a shop at Galleria Vittorio II in Milan.

Prada is innovative in the field of travel goods, accessories, and luxury goods. The branded uses refined materials, high quality craftsmanship and state of the art design for its products. The brand has quickly become a point of reference for leather accessories and items precious from all over the world.

Thanks to the quality of its creations, Prada meets the demand of the most demanding, experienced clients of the international market, and of high society. In 1919 Mario became an official supplier of the Real Casa d’Italia, obtaining the right to include the coat of arms and the Sabaudi knots in his own brand. (Source: “Prada”, edition 2009, Prada Arte project).

On the other hand, Mario Prada ideas made it clear, his goal was to:

“Collapse the shortage of objects that participated in the adventure of stylism, but with detachment; They were fashionable, and unable to go fashionable in the course of a season.”

Miuccia: The Rebellious and Ingenious

Mame Fashion Dictionary: Portrait of Miuccia Prada
Portrait of Miuccia Prada

Mario’s granddaughter, Miuccia Prada, is an ex-jury of the good bourgeoisie, a sixty-year-old passionate about theater and mime, enrolled at the Small Theater School and the Udi (Union of Italian Women) of the Communist Party.

In 1978 Miucca became part of the family business. Together with her partner and husband, Patrizio Bertelli, they transformed the brand into a world-class luxury goods Made in Italy business. After Miucca took over, the brand begins to compete with Louis Vuitton, Chanel, Hermès, Gucci.

The company becomes highly industrial, and at the end of 1997 Prada can rely on:

  • 8 establishments with 1184 direct employees;
  • 119 single-store shops, of which 94 are directly controlled;
  • A total turnover of 1,147,202 billion lire.

The stages of this ascent to the top of international fashion are marked by Miuccia’s creative intuitions and Patrizio Bertelli’s clever business strategies and communication.

The Eighties: Nylon and American Success

Mame Fashion Dictionary: Prada Nylon Shopping Bag 1978 By: Albert Watson
Prada Nylon Shopping Bag 1978 By: Albert Watson

In the early 1980s, Nylon handbags arrived in a patented material, Pocono, originally used for military parachutes. Bags are identified by the iconic logo: an inverted metal triangle inspired by the closure of Mario Prada’s trunks, which soon become objects of worship. In 1979 the first shoe collection was launched.

In 1983 he opened the first Green Store in Milan, designed by architect Roberto Baciocchi. It is characterized by a particular shade of light green that will soon be recognized worldwide as Green Prada. From this moment on, Prada opens a network of Green Stores all over the world, the color remaining so unique. (Source: “Prada“, edition 2009, Prada Arte project).

In 1988 the big jump in women’s clothing took place. The decade of the most spectacular hedonism and consumerism of the century. Opposed to “minimalism”, Prada’s fashion is actually the conceptual elaboration and aesthetic disorder of our time, but without any abstraction.

The return to Milan

Prada is Miucca, a bourgeois and schismatic girl who has become a character, with her stage in New York. She turns naked legs even at 10 degrees below zero, wears woolen socks with sandals, and wears a second-long chiffon skirt over rough tweed, which invented her wind-jacketed jackets.

Only after becoming a “case” in the United States and the Anglo-Saxon press, the Prada-Bertelli reported collections on the Milanese catwalks. The Italian journalists who, before the American trip, left empty whole files of the fashion shows in Melzi d’Eril , are left outside the door of the new Via Maffei.

There is a scandal in print, with accusations of censorship. But, the name Prada becomes popular far beyond the fashion world. Also, because the couple follows the common passion for contemporary art, and become collectors to patrons.

The Nineties: The Foundation and the Big Acquisitions

  • 1993: Prada Foundation was founded, followed by the first exhibitions: Eliseo Mattiacci and Nino Franchina. In the same year the Men’s line and Miu Miu, the independent brand created specifically for Miuccia, were created.
  • 1995: The Prada Foundation, a Milan art space, hosts artists such as Anish Kapoor, Michael Heizer, Louise Bourgeois, Dan Flavin, Laurie Anderson, Sam Taylor Wood, Mariko Mori.
  • 1997: Patricia Bertelli, a sailor expert, decides to sponsor and take part in the 2000 America’s Cup in New Zealand.

The choice is to support the new line Prada Sport, a research laboratory for new materials, forms, and behaviors.

  • June 1998: Prada becomes an important shareholder of Gucci, and listed on the New York Stock Exchange. However, in January 1999, with 34.4% of Gucci by the French group, LVMH (Louis Vuitton Moet Hennessy), Prada surrenders its shares to Bernard Arnault. In six months the brand achieved a surplus of 192 billion Lire to invest in the increasingly international brand development.

In the following years:

  • The purchase of the majority of Helmut Lang;
  • Participation in De Rigo (glasses);
  • A minority stake in Church’s, English shoes;
  • Then the big hit, the purchase of Jil Sander (75 percent of ordinary shares and 15 of those listed on the Stock Exchange);
  • Finally the winning public offering of the Church’s majority and the alliance with Bernard Arnault and his Lunch for the holding of the Fendi brand. It is the end of August 1999.

The Epicenter Project.

In 1999, the brand inaugurated a unique project in collaboration with AMO, the think-tank of Office for Metropolitan Architecture (OMA) and the architect Rem Koolhaas. Miuccia Prada and Patrizio Bertelli entrust AMO with the task of analyzing world shopping trends, conceptualizing new products and applying their findings to new types of stores. Thus, the project of three Epicenter projects, designed outside the type of Green Store, is designed to become a true experimental laboratory.

Strong with an identity that transcends the simple brand, the company continues to affirm its originality in new and unexpected ways. He is among the first to collaborate with visionary architects such as Rem Koolhaas and Herzog & de Meuron, winners of the prestigious Pritzker Prize. The Epicenter of New York, Tokyo and Los Angeles, so different from the classic concept of the store, are the result of A careful analysis of the dynamics of the market in contemporary society and of revolutionary architectural innovation. In these boutiques are exposed luxury goods that are the result of extraordinary technology and design, alongside a multitude of exclusive activities and events. (Source: “Prada”, edition 2009, Prada Arte project)

From 2000 to 2005

A New Venue for Collections

At the beginning of the year, the company is recognized by Interbrand among the 100 most important brands in the world. Starting in 2000, Prada presents its collections in Fogazzaro Street, Milan, in a former industrial establishment. The building, renovated for this purpose, is constantly being reconfigured, giving rise to new architectural environments. In order to enhance the concept of collections, in fact, unique movies, videos and sound settings are projected. (Source: “Prada“, 2009 edition, Prada Arte project)

A joint venture with LVMH, called Lvp Holding Bv, is formed in July for the acquisition of 51% of Fendi’s ordinary shares. In October, the acquisition of 100% of Azzedine Alaia’s shares will take place. The Eyewear and Beauty collections debut.

The 2000 Budget

Consolidated sales grew 56.6% compared to 1999. Gross margin increased by 49.8%. Net income was down 184 billion lire (-42.7%). However, the 1999 figure is influenced by the gain on the sale of Gucci shares to the LVMH, net of which the profits would be 134 billion.

The debt remains high, but it is not due to financial mismanagement, but from the many acquisitions carried out in 1999 and 2000: Church’s, Helmut Lang, Jil Sander, Fendi (joint venture with LVMH) and Azzedine Alaia. Significant ratio of net debt to net equity improved in 2000, thanks to Prada Holding’s capital increase of €260 million.

The budget of the Jil Sander House, which accounts for 10% of total turnover, showed a turnover of €134.8 million. The markets with the largest competitive presence is Germany and American. In Italy, the brand is present in Milan, with a showroom in Piazza Castello.

Acquisitions of 2001.

  • February: Acquisition of 70% Santacroce.
  • April: Acquisition of 51% of the company Car Shoe, a brand created and patented in 1962 by the Lombard artisan Gianni Mostile, shoe manufacturer for motorcycle enthusiasts. The value of the operation was not known.
  • July: Acquisition of 70% of Genny, a Marche company led by Donatella Girombelli. Rumors add up to $100 billion to $120 billion in sales, a figure that must be taken out of the high debt.
  • November: Agreement with LVMH for the sale of 50% of the Prada Group’s holding in Lvp Holding BV (holding Fendi’s shares owned by LVMH and Prada) for a value of €295 million. Prada and LVMH had purchased 51% of Fendi in 1999, paying $425 million. The figure serves to lower the indebtedness of the Italian Group.

The Epicenter of New York

After three years of research, Prada opens the first Epicenter in New York, at Broadway’s Guggenheim Museum SoHo. Rem Koolhaas and OMA create a scenic spectacular design of a wooden wave linking the ground floor to the bottom. With suspended and motorized hanger cages that move along a network of ceiling mounted rails, and a real stage that Gets out of the wave to host special events. The project has an immediate success and remains one of the most prominent contemporary Prada stores worldwide.

Mame Fashion Dictionary: Prada 2001 Epicenter of New York
2001 Epicenter of New York

One of the most important features of the New York Center is the northern wall that extends for a whole block, reaching the length of sixty meters. From the earliest designs, OMA conceived the wall as a kind of canvas on which to apply temporary wallpaper. Prada and New York Design Studio 2 × 4 have created different wallpaper to produce ever-newer content. Almost at the same time as the opening of the New York Center, Prada started designing the second Epicenter, located in Tokyo, with the Swiss architects Herzog & de Meuron. (Source: “Prada”, 2009 edition, Prada Arte project)

The long-awaited listing on the Milan Stock Exchange is postponed due to the unfavorable time. The multiple acquisitions made in recent years have exacerbated the debtor situation of the Group, which, in order to face it, is considering issuing. It paves the €700 million bond in favor of Prada. The demand from investors was five times higher than the availability. The €700 million will be used: 300 for capital increase and 400 for repayment of debts.

Financial situation in 2002

  • March: Debut in Moscow, in the central Tretyakov Passage, the first single-member in Russia. Group Partner is Mercury Distribution.
  • June: A joint venture was established with the Puig group for the creation and distribution of perfumes and cosmetics marked by the Prada brand. With the purchase of the remaining 25% of Jil Sander, Prada has total control of the German brand.
  • August:. The remaining 24.29% of Genny Spa is found. The Genny and Byblos brands, to which Ozium is added, are present in the high-end prêt-à-porter and in other product lines including leather goods, glasses, and perfumes through contracts License.
  • September: Fabio Zambernardi is the design director of the Prada and Miu Miu brands for clothing, footwear, and accessories lines. The limited edition GTS Chrono-Automatic IWC for Prada watch is launched.

Prada and Miu Miu’s direct sales outlets total 160. Group revenues amounted to €1.57 billion. The business volume has maintained a balanced geographical distribution: 26% Italy, 25% rest of Europe, 23% North America and 26% Japan and Asia-Pacific area. Historical brands Prada and Miu Miu contributed 83% of total revenues. Consolidated net income is €27 million.

Prada points to Japan: The Epicenter of Tokyo

  • March: An agreement was reached for the distribution of Prada glasses with the company Avante-Garde Optics (Luxottica Group) in the USA, Canada, and Puerto Rico. Bertelli announces Group plans for the year. Investments will fall from €130 million in 2002 to €100 million, and will be channeled mainly in the relaunch of younger brands.

Debut a new flagship store in the Ginza district of Tokyo. The third in the Land of the Levant. For the occasion, Prada has produced a Limited Edition Series (2000 copies) exclusively for the Japanese market.

The new Epicenter Prada debuted in Tokyo, designed by architects Herzog & de Meuron. The six-story building, located in the Aoyama district, is one of the city’s most recognizable architectural works. The green glass façade protrudes from a diagonal grid that forms the structure, while it houses commercial areas, lounges and spaces for events. (Source: “Prada”, edition 2009, Prada Arte project).

Mame Fashion Dictionary: Prada 2003 Debut of Prada Epicenter in Tokyo
2003 Debut of Prada Epicenter in Tokyo
  • July: A ten-year license agreement with Luxottica Group, a world leader in the optical industry, for the production and distribution of sunglasses and watches with the brands Prada and Miu Miu, begins. The deal contemplates the acquisition by Luxottica of the 100% production and distribution companies of the Prada Group, for a total value of €26.5 million.

The Epicenter of Los Angeles

In 2004, it opens the flagship store of Hong Kong. Miuccia receives New York’s International Award from Cfda.

After the success of the New York Center, OMA plans a new space on the historic Rodeo Drive in Beverly Hills. In some respects, the new project is the reverse of New York: a wave rises from the road level, rises to the second floor and goes down again. The facade is made up of a single aluminum plate. Many of the inner walls are made up of a special resin sponge that gives an unusual ‘porous’ appearance to the spaces. (Source: “Prada”, 2009 edition, Prada Arte project)

Mame Fashion Dictionary: 2004 Debut of Prada Center in Los Angeles
2004 Debut of Prada Center in Los Angeles

In the same year, the brand expanded its activities by sponsoring Luna Rossa, a sailboat participating in the America’s Cup, and the consequent introduction of the ad hoc technical clothing line the following year.

In April, an agreement was reached with Aedes. This will give rise to Real Estate International, which acquires Prada Group real estate assets for an estimated value of about €100 million and with a capital gain of €30 million of Prada.

Meanwhile, Helmut Lang’s acquisition is completed. The brand headquarters in New York are moved to Milan, while opting for the suspension of Genny’s clothing line, acquired three years earlier.

Departures and the Launch of the First Perfume

In 2005, Simonetta Ciampi was appointed design director for bags and accessories. In the following period, the Prada Group became lighter. With the sale of Helmut Lang, Jil Sander (2006) and Azzedine Alaïa, which returned to 100% in the hands of the Franco-Tunisian designer, while investors entered Banca Intesa, a 5% stake. This involves the incorporation of the Lamos shoe factory and in conjunction with the announcement of the start of the auction.

Also in 2005, for launching the first female fragrance, Miuccia Prada invites filmmaker Ridley Scott, and her daughter Jordan, to collaborate on the production of a short film. To represent the complexity of the feminine essence, Jordan chooses an ancient 1st-century poem entitled “Thunder Perfect Mind”, which illustrates the countless facets of the female psyche. “Thunder Perfect Mind” is shot by father and daughter in Berlin, and has Daria Werbowy, protagonist of the different female roles of wife, virgin, mother, daughter, and lover. (Source: “Prada”, 2009 edition, Prada Arte project)

From 2005 to 2010

Short Film’s

In March 2007, Prada launched Prada Phone by LG, the first fully mobile touch screen phone. More than a million pieces sold in 18 months of presence on the market. The process of asset optimization gives its fruit: Prada S.p.A. Closes 2007 with record profit of €127 million, up 65.8% over the previous year.

Trembled Blossoms

At the beginning of 2008, during the New York Fashion Week, Trembled Blossoms is presented. In line with Prada’s creative process, Tremclothing, bags, and packaging. The Trembled Blossoms movie is presentedbled Blossoms is born out of contradictory ideas. The interweaving of Miuccia Prada’s many inspirations, ranging from Art Nouveau to Hieronymus Bosch’s paintings, are perfectly restored by surreal designs by artist James Jean, which stimulate the creation of wallpaper, animated shorts, printed fabrics,  at the New York Center in the fall of 2007, accompanied by a live performance by the Coco Rosie group, which made up the soundtrack of the film.

The film is subsequently screened during a series of exclusive events in the Epicenter of Los Angeles and Tokyo. (Source: “Prada”, edition 2009, Prada Arte project).

Fallen Shadows

An animated short film, entitled Fallen Shadows and directed by James Lima. Inspired by the collection by Steven Maisel in the campaign with Linda Evangelista, features an innovative technique of overlapping digital and traditional images: a hand-painted backdrop makes the background a new generation animation created entirely on the computer. (Source: “Prada”, edition 2009, Prada Arte project).

Prada and Contemporary Art

The Waist Down Show

Mame Fashion Dictionary: The Layout of the Waist Down exhibition
The Layout of the Waist Down exhibition

Among the projects for art, Waist Down, is an itinerant exhibition that collects and exhibits the most original and significant models of skirts created by Prada from 1988 to today. The show is conceived by Prada and AMO as a modified event from time to time based on the exhibition space intended to accommodate it. The inauguration of the exhibition takes place in 2004 at the Tokyo Interstate, the second location is the famous Peace Hotel in Shanghai.

In 2006, Waist Down moved to New York City Center in SoHo to continue at the Los Angeles Downtown in Beverly Hills and finish with the inaugural installation of the Prada Transformer in Seoul. Each evolution interprets and conforms to the different exhibition spaces, mixing activities and features of the event with the culture of the host city. With Tokyo in 2004, Shanghai in 2005, New York and Los Angeles in 2006, and Seoul in 2009. (Source: “Prada”, edition 2009, Prada Arte project).

Mame Fashion Dictionary: The Waist Down show
The Waist Down show

Prada Transformer

Subsequently, the Prada Transformer project is an installation housed for six months next to the historic Gyeonghigung Palace in downtown Seoul, capital of South Korea. It will combine several disciplines within a single building, gathering the various facets of Prada while respecting its autonomy and uniqueness.

Designed by Prada, in collaboration with architect Rem Koolhaas, tetrahedron has been conceived to host four events dedicated to art, cinema, fashion, and the world of culture. Each event has a distinct planimetry: hexagonal, rectangular, cruciform, and circular. Compared to any typical exhibition space that suits everything, the Transformer literally overturns, adapting its appearance to the features of each event.

Mame Fashion Dictionary: The Prada Transformer Project in South Korea
The Prada Transformer Project in South Korea

In recognition of the cultural value of this cutting-edge project, the President of the Italian Republic Giorgio Napolitano wanted to include the Transformer on his state trip to Korea. This is the only case in the history of the Republic, where a private building is included in the program of the official visit of the Head of State.

The America’s Cup

Mame Fashion Dictionary: "Luna Rossa" the Prada Catamaran
“Luna Rossa” the Prada Catamaran

The Prada Group’s horizons transcend the boundaries of fashion: art, architecture, cinema, culture. Also, major challenges such as the America’s Cup are an integral part of the core values of the brand. Passionate and competent sailor, in 1997 Patrizio Bertelli launched an Italian challenge to America’s Cup, the most important sailing international competition. The ‘Red Moon’ boat wins the Louis Vuitton Cup, the Challenger selections for the 2000 America’s Cup, thus winning the right to challenge the New Zealand defender, which will then be defeated in a fierce final. But ‘Luna Rossa’ will remain a national phenomenon, an icon that has written one of the most important pages in the history of Italian sports. Never before had a sailing event been so followed in Italy.

Fondazione Prada

Mame Fashion Dictionary: Prada Foundation Milan Across Isarco 2
Prada Foundation Milan Across Isarco 2

A few months later, the new Prada Foundation in Milan, curated by Rem Koolhaas, opens to the public in May 2015. An area of 17,500 square meters in an industrial complex of the early twentieth century. In the field of art and culture, the Foundation is considered a true reference world-wide. The attention and interest of Miuccia and Maurizio Bertelli for the contemporary art world lead to the decision to open a space where presenting exhibitions realized in full collaboration with Italian and international artists.

“Prada Foundation is an initiative that aims to receive and retransmit the deepest mental provocations of the art of our time.” Miuccia Prada.

Over the years, the Prada Foundation has explored several research subjects, opening up to issues related to areas such as architecture, philosophy, science, design, and cinema.

From 2011 to Today

Fondazione Prada in Venice

Starting June 2, 2011, the Foundation opened a new exhibition space Ca ‘Corner della Regina”. A prestigious eighteenth-century building overlooking the Grand Canal in Venice, after an important conservation restoration intervention. This impressive historic building, which was made available by the Venice Civic Museum Foundation for 6-12 years, has inaugurated a complex and articulated exhibition that reflects the multifaceted activity of the Foundation.

Mame Fashion Dictionary: Prada Foundation in "Corner of the Queen in Venice"
Prada Foundation in “Corner of the Queen in Venice”

As of June 24, 2011, the Group placed 20% of its shares on the Hong Kong Stock Exchange, recording an initial valorization of the company at €9.2 billion, with the offer covered 3.5 times the available shares.

The “24 Hour Museum” Project

Mame Fashion Dictionary: Prada "24 Hour Museum" Project
Prada “24 Hour Museum” Project

In 2012, Prada launches the “24 Hour Museum” project, conceived by Francesco Vezzoli, in collaboration with Rem Koolhaas’s AMO study. The installation for the “24 Hour Museum” has proposed three distinct moments, each inspired by a particular type of museum space: historical, contemporary, and forgotten. In the three areas, Francesco Vezzoli has imagined a “museum that is not there.” Where he exhibited his homage to the eternal feminine, and the interpretation of classical sculptures that allude a contemporary feel.

In the tradition of collaboration with artists and multiple approaches to the creative process, Prada intervenes to create a new project of linguistic and visual experimentation. The whole exhibition lasts 24 hours, a stage for a great party Baroque.

The Exhibition “Impossible Conversations”

Also in 2012, the Costume Institute, the Metropolitan Museum of Art, hosts the exhibition Schiaparelli and Prada: Impossible Conversations. From May 10 to August 19, 2012 (preceded on May 7 by the Gala Benefit Event), the exhibition explored the unexpected affinities between the two Italian stylists belonging to different epochs.

Taking inspiration from Miguel Covarrubias’s “Interview impossible” for Vanity Fair in the 1930s, curators Harold Koda and Andrew Bolton gave rise to unreal conversations between these two women. Suggesting, new keys to reading their innovative work.

Elsa Schiaparelli’s and Miuccia Prada’s icons are presented in galleries. Along with 8 videos that simulate a series of conversations between the two stylists directed by Baz Luhrmann to illustrate how in their work they have explored similar themes through very different approaches.

Prada for “The Great Gatsby”

Mame Fashion Dictionary: Catherine Martin and Miuccia Prada for The Great Gatsby
Catherine Martin and Miuccia Prada for The Great Gatsby

In 2013, Miuccia Prada collaborated with costume designer, Catherine Martin, to create a collection of over 40 exclusive evening cocktail dresses by Miu Miu and Prada for “The Great Gatsby” by Baz Luhrmann. A special show of selected costumes was exhibited at the New York Center from May 1 to May 12, then moved to the Tokyo Expo Center from June 14 to June 30, and finally moved to the IFC Mall in Shanghai from 11 to 21 September 2013.

The show, “Catherine Martin and Miuccia Prada Dress Gatsby”, combines evening dresses, hats, footwear, and jewelry with sketches, scene photos, backstage footage, and movie trailer. Also, mannequins wore the looks of each character accompanied by video from both the film and behind the scenes. Curated by New York’s 2 × 4 studio, the show was designed to change at each stage in order to reflect the unique features of each city that hosted it.

The Prada Gallery and Journal Projects

In 2013 Prada acquires an entire sky-earth portion of a property in Galleria Vittorio Emanuele II overlooking the Ottagono and overlooking the historic store dedicated to female collections.

The project “The new Prada Gallery” is being developed in several phases. The first one sees the opening in 2013 of the new Prada Man shop on the ground floor of the palace. The spaces are entirely restored according to the aesthetic and architectural apts of the historic store of 1913.

The next phases of the project include the opening of a dining area on the mezzanine floor and the opening of exhibition spaces devoted to the Prada Foundation.

Mame Fashion Dictionary: Galleria Vittorio Emanuele II After Restoration
Galleria Vittorio Emanuele II After Restoration

Also, in 2013 is the launch of Prada Journal, a literary competition in collaboration with Giangiacomo Feltrinelli Editore and Luxottica. The literary competition also arises from the curiosity of exploring innovative languages ​​through forms of expression that converge on the written word, creating an independent platform of interest and an unusual editorial search reserve. Prada Journal had two more editions in 2014 and 2015.

Two New Short Film’s

A Theraphy

In 2013, Prada presents Cannes’s short film “A Theraphy”, written and directed by Roman Polanski, starring Ben Kingsley and Helena Bonham Carter. The author of The Pianist and Carnage has imagined a somewhat weird psychoanalytic sitting where Tim Burton’s wife interprets a rich and bored lady, gripped, while Kingsley is her analyst.

Cavalcanti Castle

In 2014 another film collaboration: an 8-minute short film directed by critically acclaimed American director, Wes Anderson. Cavalcanti Castle is perfectly located in Anderson’s authoritative universe, only this time in Italy. It’s September 1955, and Jason Schwartzman just went to slam with his racing car against a statue of Jesus. The result is a popular story about cases of fate in a typical ‘Andersonian’ style.

Close to its first centenary, is a holding company employing more than 7800 employees and distributing its products through a network of 353 stores in more than 70 countries.

Acquisitions of 2014

In March, Prada SpA announces the acquisition of 80% of Angelo Marchesi Srl, owner of the Milanese pastry factory founded in 1824. The same year is the acquisition of the historic tannery Mégisserie Hervy at Isle, near Limoges. The acquisition was carried out jointly with Conceria Superior SpA of Santa Croce, a long-time industrial partner of the Prada Group. The aim of the operation is to ensure the recovery and revival of a productive structure which is an example of excellence in the tannin tradition of lamb skins and in particular of “plongé” tassels, with the aim of preserving its precious craft know-how.

Pradasphere

Mame Fashion Dictionary: Pradasphere in Hong Kong
Pradasphere in Hong Kong

Also in 2014, the launch of the Pradasphere project, an exhibition dedicated to the Prada brand and curated by the 2 × 4 studio in New York. The first edition is hosted by Harrods in London for a month. The exhibition follows the multifaceted obsession of the brand through fashion, art, architecture, cinema, sports and more, forty showcases, a pop-up store, video installations, and the elegant Marchesi pastry shop. The second edition of Pradasphere took place in Hong Kong, in a space specially created for the occasion.

Marchesi Pastries

After the acquisition of Angelo Marchesi Srl, in September 2015 Pasticceria Marchesi presents at the space, via Monte Napoleone 9. This is the first place after the opening of the historic Milanese coffee. Marchesi Monte Napoleone remains faithful to its style and its impeccable quality, offering a wider range of products. Designed by architect Roberto Baciocchi, the new shop extends over an area of ​​120 square meters and the interiors reinterpret the atmosphere and charm of Via Santa Maria at Porta 11 / a.

Mame Fashion Dictionary: Marchesi Pastry Shop on via Monte Napoleone 9
Marchesi Pastry Shop on via Monte Napoleone 9

Within a year, Pasticceria Marchesi opened a third shop in the heart of Milan, within the emblematic Galleria Vittorio Emanuele II, a symbol of the city. At the new space, located on the mezzanine floor of the building that houses Prada Man. You can access via stairs or elevators from both Galleria Vittorio Emanuele II and the Prada store. The new Marchesi space is spread over an area of ​​250 square meters and reinterprets the atmosphere and fascination of the historic shop of Via Santa Maria alla Porta. Located in a charming setting marked by numerous arch windows, overlooking the beautiful frescoes and precious floors to the mosaic of the Gallery.

The Restoration of the Last Supper by Giorgio Vasari

Mame Fashion Dictionary: The Last Supper by Giorgio Vasari
The Last Supper by Giorgio Vasari

On November 4, 2016, Giorgio Vasari’s restored the masterpiece in Santa Croce, fifty years after the Flood. Thanks to the commitment of Opificio delle Pietre Dure and the contribution of Prada, Getty Foundation, and Civil Protection. The ceremony takes place in the presence of the President of the Italian Republic Sergio Mattarella and Patrizio Bertelli, Managing Director of the Prada Group, Irene Sanesi, President of the Opera of Santa Croce, Marco Ciatti, Director of the Dure Stone Store, and Antoine Wilmering, Getty Foundation Senior Program Officer.

Giorgio Vasari’s Last Supper, which water and mud swept through this museum’s hall on November 4, 1966, has been preserved for decades in a Superintendency depot along with many other flooded works. After fifty years, thanks to new technologies, the restoration and the painting have been relocated to the Cenacolo. Thanks to the new technology, the Structure of Pietre Dure and the support of Prada, Getty Foundation and Civil Protection to make this possible. The Return of the Last Supper to Santa Croce is a virtuous example of patronage that has seen together in more than ten years. Thanks to Prada, who made it possible to intervene on the painting, the Getty Foundation for wooden support, and Civil Protection who allowed studies and surveys.

The Past Forward Project

Past Forward is a multi-platform film project born in 2016 by the collaboration between Miuccia Prada and US director and screenwriter, David O. Russell. Acclaimed for films such as American Hustle, The Fighter, and The Positive Side. Russell has imagined Past Forward as a dreamy, surreal, and silent landscape with an eclectic cast that re-plays scenes in variable combinations. The result is an unreliable story, a parallax view in which scenes, characters, costumes, genres, and even multiple endings, repeat and turn away. Rejecting the logic of conventional fiction. Russell represents his characters as elements of a complex collage, leaving the spectator the task of decoding what experience, memory, dream, and understanding overlap and differences between them.

Prada Opens Observatory

Mame Fashion Dictionary: Prada Foundation Opens Observatory
Prada Foundation Opens Observatory

In December 2016, the Prada Foundation opens Osservatorio, a new exhibition space dedicated to photography and visual languages. Located at Galleria Vittorio Emanuele II in Milan. Observatory is a place of exploration and investigation of the trends and expressions of contemporary photography. The constant evolution of the medium and its connections with other creative disciplines and realities. In a historical moment, in which photography is an integral part of the global digital communication flow, the Prada Foundation, through Osservatorio’s activities, questions the cultural and social implications of current photographic production and its reception. It extends the repertoire of modes and tools with which the Foundation interprets and relies on the present.

Located on the fifth and sixth floor of one of the central buildings, the Osservatorio is above the octagonal, at the level of the glass and iron dome covering the Gallery created by Giuseppe Mengoni between 1865 and 1867. The environments, rebuilt in After World War II following the bombings that struck the center of Milan in 1943, they underwent a restoration that made available an 800 m2 exhibition space developed on two levels.

The Shaping Conference at Creative Future

In March 2017, the Prada Group presented to Milan “Shaping to Creative Future”, a conference organized in collaboration with the Yale School of Management and the Politecnico of Milan School of Management. The event explored new possible connections between sustainability and innovation. This led to a confrontation between entrepreneurship, culture, and the international academic world. During the first day, at the Prada Foundation, teachers from both universities met with representatives of companies and associations to work out a critical perspective that was the focus of discussion on the next day. The following day, at Prada’s headquarters, entrepreneurial personalities, and spokespersons of international organizations met at a plenary conference, enriching the debate with inspirational insights and personal experiences.

Salva

MISSONI

Missoni is a luxury Italian fashion house known for their colorful knitwear. The company was founded by couple, Ottavio (“Tai”) and Rosita Missoni, in 1953. Read more to discover the couple built a multi-million dollar luxury business.

Index

  1. The Origin
  2. Missoni Style
  3. Recognitions
  4. The Next Generation
  5. Brand Expansion
  6. Missoni Celebrates 50 Years

The Origin

The company was founded by Ottavio (Tai) Missoni (1921) and his wife Rosita Jelmini (1931) in 1953, also the year they got married. They met in London during the 1948 Olympics. Ottavio was the Italian 400-meter running champion in 1938, world student champion in Vienna, and a finalist in the 400 meter hurdles. He also had a small firm in Trieste that produced tracksuits. The tiny Rosita, was young, but determined, and came with fashion experience gained. She gained this experience from her family’s firm, which produced shawls and linens for the home. The couple began with a small workshop in the basement of their home in Gallarate.

Mame Fashion Dictionary: Missoni Ottavio and Rosita on the day of their Wedding April 18, 1953
Ottavio and Rosita on the day of their Wedding April 18, 1953

Their first client was the Biki boutique in Milan and then, in 1958, La Rinascente. Anna Piaggi was the first person to cite them in the press (Arianna, 1965), which also gave them their first cover in 1967. The first runway show, a collaboration with Emmanuelle Khanh, came in 1966. In 1967, they debuted at the Palazzo Pitti in Florence, with a preview of the nude look. In 1969, they built the factory at Sumirago, with their house attached. Although, it was still a house and workshop, their success was by then worldwide. In 1970, Bloomingdale’s opened a Missoni corner in their New York headquarters.

Mame Fashion Dictionary: Missoni Nude Look Runway Show at Palazzo Pitti in 1969
Missoni Nude Look Runway Show at Palazzo Pitti in 1969

Missoni Style

The same year marked the invention of the “put-together” look, a free casual mixture and juxtaposition of stitches and designs. This became the distinctive feature of the Missoni style. Also, mixed with patchwork, colored stripes, and the black-and-white and rainbow “flame motif.” These were followed by Greek key motifs, grids, Scottish checks, folklore designs, and especially abstract African designs.

Mame Fashion Dictionary: Missoni Fabrics Displayed at MISSION ART COLOUR Exhibition
Fabrics Displayed at MISSION ART COLOUR Exhibition

Materials included knitwear, furs, felts, tweeds, and elasticized fabrics. The variable thickness, textures, technical inventions, and color combinations of the yearn link to abstract and informal art. Decorative elements were taken from Anglo-Saxon applied art, a careful evolution of forms, and above all freedom and joyful creativity. These are the elements that have turned Missoni into a way of life, and their garments loved objects. All their garments are flattering in shape, color, and substance.

Recognitions

Womens Wear Daily listed them among their top 20 Fashion Powers, and Vogue America among the top 10 European designers with the greatest influence on international clothing trends. In 1972, The New York Times wrote:

“Missoni makes the best knitwear in the world and, according to some people, the most beautiful fashions in the world.”

In 1973, Missoni was awarded the Neiman Marcus Award. It was the first in a long series of recognitions: The Tony Award in 1976; the Premio Italia in 1986; and the Pitti Immagine in 1994. Rosita received the International Design Award in New York; Ottavio was made a Cavaliere del Lavoro in 1993, received the Pitti Immagine award in 1994, followed by the Honorary Royal Designer for Industry honor in 1997 in London. Towards the mid-1970s, they added furnishing fabrics and household linen to their collections of knitwear, accessories and jewelry. Ottavio began to display his tapestries in art galleries, first in Venice and then throughout the rest of the world.

Mame Fashion Dictionary: Missoni Ottavio Portrait in Office
Ottavio Missoni Portrait in Office

In 1976, the first boutique was opened in Milan: 5 more followed in Italy, 2 in Paris, 3 in Germany, 3 in Japan, another 5 in the Far East, and 1 in New York.

Missoni in the Arts

Ottavio, who always wears a sweater, is listed among the ten most elegant men in the world. Also, a flower and a star were named after Rosita. They were a highly viewed couple in the fashion world.

25 years of their work was celebrated, in 1978, at the Rotanda della Besana in Milan, with a retrospective that moved to the Whitney Museum of American Art in New York two years later. In 1994, in Florence and later in Milan, the Missoni world was described in the exhibition, Missonologia. In 1995, Gallarate celebrated with the exhibition, The Ottavio and Rosita Story. In 1996, there were two exhibitions in Japan: at the Sazon Museum of Art and at the Nagoya City Museum. Missoni creations feature in the permanent collections of the MoMA in New York, the Dallas Museum of Art, and the Museum of Costume in Bath. The Missoni pair have also designed costumes for the opera (Lucia di Lammermoor at La Scala in Milan, 1983) and for ballet (David Parsons Dance Company, 1994).

The Next Generation

In 1997, the first all-fabric collection was created, produced and distributed by Staff International. In 1998, Missoni M was presented for men and women, in collaboration with the Marzotto Group. In the same year, the Missoni company acquired a new headquarters, a 6-storey building in Via Durini, Milan. Rosita and Tai moved there with their children, to whom they passed on the firm in 1997, at the peak of a series of new successes, feted by the press and consumers for their exemplary faithfulness to their own style.

Mame Fashion Dictionary: Missoni Family Portrait
Family Portrait

Angela (1958) became art director, responsible for style; Vittorio (1954) commercial director; and Luca (1954) technical director. Nine grandchildren make up the Missoni tribe, guaranteeing the future of the firm. And so the tradition continues, with strong family connotations and an artistic-artisanal character, which, despite its vast expansion and international success, has made the name of Missoni so loved, and not just in the worlds of fashion and culture.

In 2000 Luca Missoni presented his first menswear collection for winter 2001-2002. Knitwear is reinterpreted with superimposed graphics, stripes, zigzags that look like brushstrokes, and flame motifs. It was the fruit of continual research into textiles, stitches, weaves, and patterns that has always been a part of the history of Missoni and of fashion itself. The collection played on the contrast between dry, plain fabrics, and soft silks and luminous knits. For Spring-Summer 2002, faded colors, pierced cotton piquet, very light cashmeres.

Brand Expansion

Later, in December of 2001, the Missoni Sport shoe collection would officially be produced and distributed by Big Time. The license is worth more than €13 million. As for the rest of the production, Missoni announced,

“We will not create any more licenses. From 2002, we will produce and distribute the Missoni Sport line ourselves.”

Powerful investments were made in a 2,500 square-meter space near Samirago, dedicated entirely to the Sport line. The shops and corner spaces were also restructured. Within the brand, the search for new types of fabric and knitting techniques continued. The white, beige, and gray flame motif remained popular.

Mame Fashion Dictionary: Missoni Fabrics
Popular Missoni Fabrics

In January 2003, after approximately 20 years of collaboration with Seibu, the company changed its Japanese distributor for its primary line. It signed a five-year distribution agreement with Kashiyama Onward, one of the largest textile industrials. Japan represents a market worth roughly €15 million and 25% of the brand’s business. The Missoni company closed 2002 with a turnover of about €130 million, which about €62 millions were made from its primary line. Also, new for 2003, celebrations for the company’s fiftieth anniversary, marked by two exhibitions, one in Milan and the other in Tokyo. Also, the opening of a new 70 square-meter boutique inside Harrods in London.

In April 2003 the new showroom was opened in Via Solferino in Milan. The building was an umbrella factory in the late nineteenth century, it is situated at the end of a courtyard in the historic center. Vittorio Missoni explained that the location is perfect, not just to present the different lines but also for shows, exhibitions, and other types of event. The former-factory belonged to distant relatives of Rosita’s grandparents.

Missoni Celebrates 50 Years

In May 2003 Missoni celebrated 50 years in business with a large runway show in the Town Hall square in Vienna, for the opening of the 11th Life Ball, a traditional charity evening held to raise funds to combat HIV/Aids. Later, in June the menswear collection, which represents roughly a third of the company’s turnover, was relaunched, focusing primarily on the development of accessories. In 2002, Missoni made €51 million on direct sales, compared to €48 millions the previous year. Exports (main markets Japan, USA, and Germany) accounted for more than 85% of the entire business. Alongside multi-brand stores, the company owns 12 directly controlled own-brand boutiques and about one hundred franchises.

Mame Fashion Dictionary: Missoni Celebrates 50 Years
Missoni Celebrates 50 Years

In June 2003 at Milano Moda Uomo, Luca Missoni presented his collection: knitwear with a thousand colors mixed together, tight, micro polo necks in cotton crêpes printed with lozenges, sweaters in viscose and tulle. Including, cardigans with large, ostentatious zigzags, very light vests in linen thread, in a small net weave, or interspersed with lurex threads, transparent tops that simulate tattoos, and sweater-shirts in silk and lamé for evening wear.

In July 2003 fashion and design for the Japanese car Mazda, the sponsor of the AltaRoma runway shows. After the series of MX-5 sports cars, with exclusive interiors in numbered series, Missoni created the colors and interiors of the latest MX-5, made as a one-off and sold in an online auction to raise funds for AISM (Italian Multiple Sclerosis Association). The fashion house celebrated its first half century.

Through November 2003, the celebrations continued and new Spring-Summer 2004 collection was presented in Tokyo, at the Yoyogi National Stadium. In addition, Tai and Rosita displayed more than a hundred outfits from the retrospective held in Milan the previous month, including the very famous blue tracksuit marked “Italia,” by Ottavio for the national athletics team in 1948, and the first gold Lurex suit from a far-off 1958. Japan, which represents a fifth of the company’s turnover, loves the Italian style and the event attracted 3,000 people.

Recent Years

January 2004, a contract was signed with Pagnossin, the head of the Richard Ginori 1735 group. It created the license for a line of tableware and household objects designed by Rosita, part of the Missoni Home project. Later, in April the third Golden Dame Award is held at the Poldi Pezzoli museum in Milan. “The people who make Milan great” include Ottavio and Rosita Missoni. The license for the production and distribution of the spectacles and sunglasses lines was agreed with Silvio Vecellio Reane (Allison, It. Holding Group), for a five-year period. Later, in September the license linking the company and the Marzotto Group was renewed until 2010. The launch of a women’s perfume signed by Estée Lauder was announced for Spring 2006.

Mame Fashion Dictionary: Missoni Home Project
Home Project

The Universal Expo 2005 is held in Aichi, Japan, and Tai was invited to represent the Friuli Venezia Giulia region. The stand includes the installation “Harmony from Diversity.” The work consists of mannequins “dressed” completely in patchwork knitwear and was the result of collaboration between Ottavio and Luca Missoni (Tai and Rosita’s second son) and the designer Angelo Figus. Later, in March the first Missoni shop in Catania was opened. Also, The Aramis and Designer Fragrances division of Estée Lauder and Missoni create a license that enables the beauty colossus to produce and distribute the perfume line.

In November 2005 Missoni signed a licensing agreement with Rezidor Hotel Group in order to create Missoni Hotel chain. The idea was to open 20 hotels around the world under Missoni trade mark. However, the agreement was terminated in 2014 and the two hotels under Missoni name, one in Edinburg and one in Kuwait, were rebranded and stayed as a property of Carlson Rezidor.

Current Situation

In September 2011 Missoni made a 400-piece collection in collaboration with Target. The collection was sold out in one day. Considering great success of the first collection Missoni collaborated with Target again in 2014, this time with Target Australia. Due to high interest for the collection, Target’s website was down on the day of launch.

Mame Fashion Dictionary: Missoni Collection for Target
Missoni Collection for Target

2013 was a hard year for the whole Missoni family, Vittorio Missoni, CEO of the brand, died in an airplane accident near the coast of Venezuela. Then, 4 months later his father and creator of the brand, Ottavio Missoni, died in his sleep.

In April of 2015 MA*GA Museum in Gallarate (VA) is dedicating the exhibition MISSONI, L’ARTE, IL COLORE to Ottavio and Rosita Missoni. This exhibition created a dialogue with twentieth-century European art. the exhibition explored the creativity and entrepreneurial spirit of a great Italian fashion house. The extraordinary culture and brilliance of its two founders.

Mame Fashion Dictionary: Missoni Exhibition MISSION, ART, COLOUR at The Fashion and Textile Museum in London
Exhibition MISSION, ART, COLOUR at The Fashion and Textile Museum in London

Also, in May of 2016 The Fashion and Textile Museum hosted the exhibition MISSONI, ART, COLOUR, in partnership with The Woolmark Company. It explores the influence of 20th-century European art on Missoni’s fashion and textile designs

In 2017 Missoni created a capsule activewear collection for luxury e-commerce site mytheresa.com The collection include six pieces, created by Angela Missoni and the face of the campaign is Jennifer Missoni, Angela’s niece. On the last Fall Winter 2017 collection Angela Missoni gave a speech after the fashion show, reminding people to embrace unity, human rights, and family. She stated that pink is the new black, and walked with her whole family who are key representatives of Missoni’s knit unity.

Mame Fashion Dictionary: Missoni 2017 Fashion Show Pink Pussy Hats to Support Womens Rights
2017 Fashion Show Pink Pussy Hats to Support Womens Rights

Salva

Salva

VIVETTA PONTI

Vivetta is an Italian brand founded in 2009 by fashion designer Vivetta Ponti.

Index

  1. History
  2. The Success
  3. Brand Style

History

Daughter of an antiquarian, Vivetta Ponti, was born in Assisi and graduated from the Linguistics of Le Mantellate in Florence. After attending the Paullo training center in Milan, Vivetta began her training course in Robert Cavalli’s office as a design assistant.

For Vivetta, her experience at Cavalli was long, but decisive for her creative development, and understanding of business dynamics.

Mame Fashion Dictionary: Vivetta Collection 2017
Vivetta Collection 2017

In 2008 Vivetti Ponti won “Who’s Next” in Paris, a competition rewarding the best emerging artists. The next year, the designer made a big leap and launched her own label, “Vivetta”. The brand debuted for the first time at White Milano in 2010.  As the designer said, the early years were “hard and full of defeats,” because her style was not understood.

“It was crucial not to demise and believe 100%, without listening to anyone, and making me demoralized. Now, we have a lot of work on the project, company, and worldwide distribution.”

The Success

In 2015, during Milan Fashion Week, Giorgio Armani chose Vivetta to present her Autumn/Winter 2015/2016 “The Groupie Attitude” collection in Armani Theater. Armani had already defined Vivetta as “the best”.

“I have a beautiful memory of the experience, despite some factors of understandable disorganization, being the first presentation. From that day things started to go well, even in Italy.”

With the Spring/Summer 2017 collection, Vivetta Ponti was the first Italian designer to join the Swavorski Collective project. This project encouraged designers to explore new creative paths through the use of crystals.

Mame Fashion Dictionary: Vivetta 2017 Collection
Vivetta 2017 Collection

In March 2017, Vivetta Ponti, was the host of Mercedes-Benz in Beijing, where she presented her Autumn/Winter 2017 collection within the Mercedes-Benz International Designer Exchange Program.

Brand Style

The brand style of Vivetta includes nostalgic elements such as poetry, dolls, antique furnishings and a 50s design combined with hyper-contemporary silhouettes and bon ton. Clean lines are enriched with unexpected details and surreal elements. Creating a new idea of elegance: playful and dynamic, romantic and ironic, but also surreal and tailor-made. Originality is in fact made with the best tradition of Made in Italy.

Mame Fashion Dictionary: Vivetta 2017 Collection Details at Milan Fashion Week
Vivetta 2017 Collection Details at Milan Fashion Week

The Vivetta style is feminine, delicate, dreamy, irreverent and fair, accompanied by a strong personality. That’s why it has become a point of reference for all trendy women constantly looking for a touch of eccentricity.

The company is based in Florence where all creations are hand-drawn, then handmade. Distribution points include Barney’s NY, Selfridges, Harrods, Le Bon Marche, Moda Operandi, LuisaViaRoma, and Tsum retailers.

Salva

Salva

Valentino

Valentino: the fashion emperor and his great love for the iconic Valentino red. Read the story to learn more about the Italian designer loved by the Hollywood stars.

Index

  1. The Origin 
  2. The First Fashion Show
  3. Valentino and the Hollywood Stars
  4. HDP Buys the Company 
  5. 40 Years of Career
  6. Valentino Joins the Marzotto Group
  7. The New Lines
  8. Farewell to the Catwalks
  9. Creative Directors: Maria Grazia Chiuri and Pier Paolo Piccioli
  10. The Recent Years

The Origin

He was born Graduation Valentino Clemente Ludovico Garavani, also known as, Valentino Garavani (1933). Italian fashion designer. Ever since he was small, he clearly showed his idea of style and elegance. It was an aspect that clearly emerged in the first outfit that he created for his aunt Rosa, the owner of a passementerie shop in Voghera, in the Via Turin, where he loved to spend his afternoons playing with bolts of cloth.

Mame Fashion Dictionary: Valentino Red
Valentino Red

Even then he especially loved red: a color that, in later years, would become his good-luck charm and the strong suit of his palette. He understood this when, during his apprenticeship with Jean Dessès in Paris, he went to the Opera in Barcelona and was overwhelmed by the entirely red stage costumes:

“It was at that moment that I understood that, after white and black, there is no color more beautiful.”

At age 17 Valentino leaves Voghera to learn fashion in Paris. His speed at sketching models immediately won him a job with Dessès, where he worked until 1955, and then moved to a position with Guy Laroche, which lasted until 1957. That was the year in which he returned to Italy, and opened, with his father’s help, an atelier in Rome in the Via Condotti. From a young apprentice designing the shadows for major atelier, he was now the owner of his own business. His debut took place in Rome, and was understated. It was, in fact, a fiasco, and he failed to sell even a single item.

Mame Fashion Dictionary: Valentino Young Designer at his StudioYoung Designer at his Studio

The First Fashion Show

In those years, he became acquainted with Giancarlo Giammetti, a student of architecture who would become his manager and his administrator, as well as his communications director. In 1962 in Florence, Valentino was the last to present his collection in Palazzo Pitti. The hall overwhelmed with a deafening roar of applause.

Mame Fashion Dictionary: Valentino Sala Bianca July 1962 Florence
Valentino Sala Bianca July 1962 Florence

“My mother said to me: ‘You hear them? They want you, because you’ve done it, you’ve won.’ Less than an hour later, I had sold my entire collection and I was swamped with orders.”

Since then, his successes has followed one upon the heels of the other, punctually, season after season. “The Americans love this Italian who has become the king of fashion in just a short while,” wrote Woman’s Wear Daily in 1968, after a dazzling runway presentation all in white, studded with capes and lightly draped outfits.

Mame Fashion Dictionary: Valentino 1968 White Collection
Valentino 1968 White Collection

“Creativity,” said Valentino, “is difficult to explain, it is like an internal force, an enthusiasm that never wanes and which gives me the strength to continue working in new ways. As I look at things and people in the street, my imagination continues to march and my ideas take shape through my pencil.”

Valentino and the Hollywood Stars

His volcanic flow of new ideas for women and refined elegance left an indelible mark in the jet set. Farah Diba fled from her crumbling empire wearing a Valentino suit. Liz Taylor met Richard Burton while wearing Valentino. Jackie Kennedy married Onassis in a Valentino outfit of ivory lace that, for years, women copied around the world. The list of celebrities that have worn Valentino is endless: Sophia Loren and Nancy Reagan to Brooke Shields and Sharon Stone. There are few who have been able to resist the allure of his outfits, a synthesis of luxury and grace modulated with modernity.

Mame Fashion Dictionary: Valentino Jackie Kennedy Wearing Valentino Dress when she Married Onassis in
Jackie Kennedy Wearing Valentino Wedding Dress

He reinvented bows, transforming them into a symbol of femininity: one of his first outfits embellished with this detail won a legendary burst of applause that lasted for ten full minutes. He is an absolute master of his profession, technique, and the way he transformed this artisanal ability into a compass by which he charts the ongoing continuity of his line.

In 1978, through a manufacturing agreement with the Gruppo Finanziario Tessile, he launched his first line. Over time, the number of lines has grown to eight, including menswear and womenswear of ready-to-wear fashion. Since 1968, he has presented his collections of prêt-à-porter on the runways of Paris, as he has also done since 1989 with his haute couture creations. His success has never known decline, it seems immune to flops and comebacks. But Valentino is especially proud of having created the Life Foundation to raise funds to help children afflicted with AIDS.

Elizabeth Taylor in Valentino Red Dress
Mame Fashion Dictionary: Valentino Elizabeth Taylor in Valentino Red Dress

A reality that came into existence in 1990, the same year in which the fashion designer celebrated in Rome and Milan his thirtieth year in business, with an exhibition at the Accademia Valentino, a space designed and equipped for exhibitions and cultural events.

HDP Buys the Company

In January 1998, the “Rolls Royce of fashion designers,” as the Americans call him, sold his griffe for 500 billion liras, the annual turnover of the maison was 1.2 trillion liras, amidst much weeping, and maintaining a place for himself as the creative director, to HDP, the holding company run by Maurizio Romiti.

He said: “I have seen too many of my colleagues being ushered out of their ateliers through the tradesman’s entrance, in order to make way for new creatives who have then undermined the originale style of the maison…”

Valentino is a private man, but he also knows how to engage in polemics with stylish irony. When the American journalist, Suzy Menkes, the terror of fashion designers, stated in 1990, the end of the phenomenon of top models had arrived, and criticized those who continued to use them. Valentino replied by purchasing a full-page advertisement in the International Herald Tribune: “Suzy, you’ve got it all wrong. Love from Valentino and the top models” was the slogan beneath a photograph of Claudia Schiffer, Nadya Auermann, and Elle McPherson.

Mame Fashion Dictionary: Valentino Designer in his Eighteenth Century Castle
Designer in his Eighteenth Century Castle

He lives and works in Rome, Capri, London, New York, and Paris. He purchased an eighteenth-century castle just an hour away from the French capital, which he considers as his refuge. He refuses to allow it to be photographed. The only pictures that have been taken show Valentino as he strolls in the immense park with his pet pugs. There is a vast forest, which he minimizes, describing it as: “Big enough to go horseback riding in.”

40 Years of Career

In 2001, Valentino, much loved by the stars of Hollywood, chose to celebrate his 40 years of business in Los Angeles. The party, a benefit for Child Priority, was organized with Steven Spielberg, Kate Capshaw, Tom Hanks, and Rita Wilson. During the evening, there was a book presentation of Il libro rosso di Valentino, edited by Franca Sozzani, contains pictures of 40 women including Ashley Judd, Ines Sastre, Isabella Rossellini, Kate Moss, and Mila Jovovich dressed in “Valentino red” and depicted by the most important photographers of the time.

Mame Fashion Dictionary: Valentino Il Libro Rosso di Valentino
Valentino Il Libro Rosso di Valentino

That same year, in March, Julia Roberts received her Oscar wearing “vintage” Valentino. Gleaming in black silk in the mass media helped to launch what would become one of the most significant trends of fashion in recent years: vintage.

Mame Fashion Dictionary: Valentino Julia Roberts
Julia Roberts Wearing Vintage Valentino at Grammys

In February 2002 he represented Italy, with its historic and rare capacity to blend creativity and craftsmanship with taste and superior elegance, during the culiminating ceremonies of the Winter Olympics in Salt Lake City, broadcasted around the world.

Valentino Joins the Marzotto Group

In March of 2002, after months of negotiations and rumors, HDP sold the Roman griffe to the Mariotto Group for €240 million Euros, including the financial debts accumulated over recent years, which on 31 December 2001 amounted to €204.4 million. Valentino Intimate and Valentino Sand were the first creations of the new management. With a three-year licensing agreement, the Como-based company, Albisetti, took over production and distribution rights worldwide for the intimatewear and men’s and women’s swimwear collections. The new lines debuted at Lingerie Americas, the first event in the sector held in the United States, which from 4 to 6 August 2002 featured 22 Italian underwear labels at the Pavillion Altman Building in New York. There were more than 125 manufacturers invited from around the world.

The New Lines

In the first two months of 2003, Marzotto had a 1.8% increase in turnover, to be attributed for the most part to the consolidation of Valentino.
In May, Valentino, with a series of his “cult” outfits, took part in the exhibition, My Favorite Dress, at the Fashion Textile Museum, a London fashion museum built at the behest of the fashion designer Zandra Rhodes in the neighborhood of Bermondsey, south of the Thames.

Later, he launched the Valentino Timeless watches and the youth line Valentino R.E.D. (Roman Eccentric Dressing), which reinterpreted his unmistakable timeless modules such as jeans, but also his more classic items such as the short “Jackie” overcoats or the “V Logo” of 1968, by now part of fashion history.

Mame Fashion Dictionary: Valentino RED Valentino Line
Valentino RED Valentino Line

The success of the watch line prompts the brand to propose, in 2004, also a jewelery line. 2005 opens with the debut of the fragrance V Valentino, created in collaboration with Procter & Gamble. Over the year, bid diversification expands to 360 °. There is, for example, the licensing agreement with Spanish Pronovias for the production and marketing of a line of bridal dresses, and the alliance with Arnolfo di Cambio for the creation of a home line dedicated to the Art de La Table. Meanwhile significant corporate reorganizations involve Valentino S.p.A. And its subsidiaries: these maneuvers will give birth to the Valentino Fashion Group (VFG), which sees the light at the end of the year.

Farewell to the Catwalks

At the beginning of 2006 Matteo Marzotto became president of Valentino S.p.A., while the position of CEO was Stefano Sassi. After the important reorganization of the group, 2007 is devoted to grand festivals for the nine years of master’s activity. At Ara Pacis, a retrospective entitled Valentino in Rome was inaugurated: 45 years of style, in conjunction with the High Fashion show in July. Obviously, in September, the protagonist of the fashion designer’s passageways is announced: in October his last collection, standing ovation and general emotion, is taking its place in Paris.

Mame Fashion Dictionary: Valentino Exhibition 45 Years of style
Valentino Exhibition 45 Years of style

The designated heir is Alessandra Facchinetti, reduced by a collaboration with Gucci and Moncler Gamme Rouge, while the men’s collection, entrusted to Ferruccio Pozzoni, takes place in the Ville lumière.

On January 23, 2008 Valentino waved his last goodbye at the Spring 2008 Haute Couture Fashion Show at the Musée Rodin. The room was lined with his contributions to the fashion world and models paraded down the runway in his iconic element, the red gown. He took the final walk down the runway while receiving a standing ovation for his contributions over the past 45 years.

Mame Fashion Dictionary: Valentino's Farewell Collection
Valentino Garvanni Farewell Collection, Paris 2008

At the end of 2008, however, the end of the collaboration between Alessandra Facchinetti and the maison was announced.

Creative Directors: Maria Grazia Chiuri and Pier Paolo Piccioli

Maria Grazia Chiuri and Pier Paolo Piccioli, creators of the line of accessories for the brand, take on the creative direction of the clothing line. In 2009 the collaboration with Ferruccio Pozzoni also ends. In 2011, Valentino posted a net profit of €2.6 million in the first six months of the year, compared with the red €7.4 million in the same period in 2010.

Mame Fashion Dictionary: Valentino Maria Grazia Chiuri and Pier Paolo Piccioli
Creative Directors: Maria Grazia Chiuri and Pier Paolo Piccioli

On September 7, 2011 Anna Wintour handed Valentino the Couture Council Award for Art in Fashion 2011 in New York. Valentino does not renew the liaison with Safilo and signs an international license agreement with Marchon, effective from January 1, 2012, for the production and distribution of sunglasses and glasses. In January 2012 Valentino’s guesthouse is the special guest of Pitti Uomo 81 in Fortezza da Basso in Florence. Maria Grazia Chiuri and Pierpaolo Piccioli present the A / I 2012, which is 13 men’s collection, presented at a fashion show for the first time.

The Recent Years

Valentino celebrated 50 years of career and inaugurates a new store concept and a vintage capsule collection. The Milan Montenapoleone shop was designed by architect David Chipperfield, along with Chiuri, and Piccioli. The maison, since Chiuri and Piccioli have been appointed, has seen a period of strong evolution.

In 2012, Valentino Fashion Group’s entire shareholding was acquired by Mayhoola for Investments S.P.C., a subsidiary of Qatar’s primary investor for €600 million. At the end of the year, the brand launched the “Valentino Garavani Virtual Museum” opening a window on the designer’s world that left the creative direction in 2008.

Mame Fashion Dictionary: Valentino Garavani Virtual Museum 2015
Valentino Garavani Virtual Museum 2015

The luxury group closed 2013 with revenues up 25% to around €490 million. Also, 2015 closes revenues up 48% for €986.9 million and an ebitda almost doubled to €180.2 million. Valentino officially announced on July 7, 2016 the appointment of Pierpaolo Piccioli as the sole creative director of the Roman house following Maria Grazia Chiuri’s decision to leave the company after 17 years, of which 8, were as co-creative director with Piccioli.

In 2016, the second-line license goes to OTB’s Staff International. The license will continue until at least Spring / Summer 2018. Luxottica Group and Valentino have signed a license agreement for the spectacle collections. The new agreement, lasting ten years, is operational since January 2017.

Mame Fashion Dictionary: Valentino Spring / Summer 2017 Fashion Show
Spring / Summer 2017 Fashion Show

Fendi

Fendi is a high fashion Italian company, known for its luxurious fur and leather goods. Read the history of the historic brand with the double F.

Index

  1. The Origin
  2. Karl Lagerfeld Creative Director
  3. The Third Generation
  4. LVMH Acquires Fendi
  5. The Success
  6. The Recent Years
  7. Celebrating 50 Years of Collaboration with Lagerfeld
  8. Current Situation

The Origin

Italian house of furs and leather goods. One of the first brands of the Made in Italy movement to become world famous. The company was established in Rome 1925, as a small shop for leather goods, and a secret fur workshop, on via del Plebiscito. The founders, Edoardo and Adele Fendi, developed the brand, but the true success started with the second generation. The next generation was represented by five sisters, Paola, Anna, Franca, Carla, and Alda. They brought new energy and ideas during the boom years that caused the brand to flourish.

Mame Fashion Dictionary: Fendi First Original Store in Rome
First Original Store in Rome

Karl Lagerfeld Creative Director

In 1964 Fendi opened a historic boutique in the heart of Rome on via Borgognona. The next year their collaboration with Karl Lagerfeld, who succeeded Bert and Cruz, marked the birth of the brand. Lagerfeld is known for the way he transformed the concept of fur. He reinvented a garment that had traditionally been considered pompous, bulky, and not always easy to wear. With Lagerfeld as creative director, fur acquired a softness, wearability, reversibility, and became “fun fur”, a staple in the brand DNA that still exists today. At the same time, he searched for new materials, treatments, experimental techniques, and the rediscovery of forgotten and overlooked furs.

Mame fashion Dictionary: Multi Colored Fur Bag Autumn/Winter 2016/2017 Collection
A Multi Colored Fur Bag from the Autumn/Winter 2016/2017 Collection

Over the years the Fendi bag lost its image of status-symbol, and became more functional. Leather was printed, dyed, and woven. The double FFs, in black and brown, were immediately recognizable and combined with stripes and squared patterns. In the 1970s came the granapaglia, a type of calfskin worked in a special way with scratches. The Giano, Astrologia, Pasta and Selleria lines, all completely handmade and in limited numbers, were created.

Mame Fashion Dictionary: 5 Fendi Sisters With Karl Lagerfeld
5 Fendi Sisters With Karl Lagerfeld

The Third Generation

In 1977 Lagerfeld launched the fashion house first ready-to-wear collection. By 1987, the third generation, represented by Silvia Venturini Fendi, daughter of Anna, took place as Creative Director for accessories and men’s lines. She launched the Fendissime line, which included furs, sportswear, and accessories for a younger market. Two years later, they opened their first store in New York on Fifth Avenue. Meanwhile, the empire of the five sisters enriched itself with numerous licenses, including knitwear, bathing suits, jeans, umbrellas, watches, eyeglasses, ceramics, furnishings, and linens. In total, about twenty licenses, besides furs and leather goods.

At this time, about 80% of the production was exported. In Italy and abroad there were about 100 boutiques and 600 points-of-sale, with a turnover of about 600 billion liras, which put Fendi in fourth place among the brands of Italian prêt-à-porter. Fendi has created theatrical furs for both stage and screen, notably for Gruppo di Famiglia in un interno (1974) and The Innocent (1976) by Visconti, La vera storia della Dama delle Camelie (1980) by Bolognini, La Traviata (1983) by Zeffirelli, Interno Berlinese (1985) by Liliana Cavani, Carmen (1986), The Age of Innocence (1993) by Scorsese, and Evita (1996) by Parker.

Mame Fashion Dictionary: Silvia Vetturini Fendi
Silvia Vetturini Fendi

LVMH Acquires Fendi

By the end of 1999, the company is at the center of many buying appetites. After endless sales rumors, the maison ran under the control of Prada and Bernard Arnault, who was the Louis Vuitton owner. LVMH, in a joint venture with Prada (Lvp Holding), acquires 51% of the company, but management remains in the hands of the Fendi family. Later on, Prada began selling its shares to LVMH, which in 2004 acquired 84% of the shares. Of the five Fendi sisters, Carla Fendi’s only major shareholder remains.

The Success

In January 2001, Fendi collaborated in a joint venture with Aoi, a 30 years distributor of the brand in Japan. The new company, called Fendi Japan K: K, is on the market from the spring-summer 2001 collection.

Since 2002, the Men’s collection has been produced for 5 years by Ma.co. Company of So. Lather this year, they launched the Salleria collection, a made-to-order service for handmade leather goods including the famous Baugette and Peekaboo bags. This gives the customers an opportunity to fully customize their bag, seen as a true luxury.

Mame Fashion Dictionary: Salleria Collection Custom Service and Handmade
Galleria Collection: Custom Service and Handmade

Fendi continues to stay involved with contemporary events including the exhibit Goddess, at the Costume Institute of the Metropolitan Museum of Art, one of the most prestigious events in New York that spring, displays two dresses donated by the Fendi Archive in 2003.

Also, a special moment in April 2005 in Rome, the 18th-century palazzo Boncompagni Ludovisi becomes Palazzo Fendi. They build a new headquarters, and with its opening, the house celebrates their 80th anniversary. Later, in 2010 they launch kids wear and Fendi Home.

In the year of 2007, Fendi staged an unforgettable fashion show at the Great Wall of China with 88 models and a 1,500-mile-long catwalk.

Mame Fashion Dictionary: Fendi Fashion Show at the Great Wall of China
Fendi Fashion Show at the Great Wall of China

The opening of a new boutique in Paris in 2008, however, took place with a private concert of Amy Winehouse for just 400 guests.

The Recent Years

This Italian house continues to get involved with new project and innovations. In 2011, they were chosen, due to its common values of craftsmanship and tradition, to collaborate with the Maserati “GranTurismo Convertible”. It was overlooked by Silvia Venturini Fendi and featured materials created in various colors specifically for it. It had Fendi’s double F logo stitched into the seats, in the center of the 20-inch Trident design alloy wheels, and side sills.

In 2013 the group started the restoration work on the fountains in Rome. They began with the Trevi Fountain, and followed up with the Quattro Fontane. To the brand, this is more than charity. This showed Rome and Fendi share a deep connection. Fendi is rooted in Rome, and has always been its muse. Later, in June 2013 they sign a contract with Safilo Group S.p.A. for the production and worldwide distribution of sunglasses and eye-glasses’ frames.

As for 2014, the brand took another step towards technology. Unveiling luxurious new headphones created in collaboration with Beats by Dr. Dre. The Fendi X Beats by Dr. Dre was announced in Fendi’s Men’s Spring/Summer 2015 fashion show in Milan. Later, the brand collaborated with Zaha Hadid to create a layered leather handbag, which was part of a collection of creations by famous UK-based women, to be auctioned to charity.

Mame Fashion Dictionary: Fendi Beats Headphones by Dr. Dre
Fendi Beats Headphones by Dr. Dre

For the first time ever, the maison uses drones in order to video record its fashion show in 2014. Later, the fashion house buys 49% of Taramax SA’s shares, a luxury-watches- specialized business. This action will allow them to have a more important presence in the luxury-watches market.

Celebrating 50 Years of Collaboration with Lagerfeld

In 2015, under the wings of Lagerfeld, Fendi presented their first “Haute Forrure” collection during couture week in Paris. Fendi’s internationally renowned line of fur helped to differentiate the brand form its competitors as one of the few designers with a full range of fur offerings.

Later, Fendi, with the help of, architect Mario Nanni, moved its headquarters into Palazzo Civilta Italiana, which was built in 1942, to celebrate the EXPO. Unfortunately, the event was never held, but the first floor of the new building has remained a dedicated space for contemporary art exhibitions.

Mame Fashion Dictionary: Fendi Collection of Micro Bags for Spring/Summer 2015
Collection of Micro Bags for Spring/Summer 2015

In the same year, Fendi payed homage to its collaboration with Lagerfeld, celebrating the 50 years as creative director, with the book “Fendi by Karl Lagerfeld”featuring exclusivematerial telling an amazing story of heritage, creativity, and modernity. This is the longest relationship betweem a designer and a luxury fashion brand in the industry.

Mame Fashion Dictionary: The Book of Fendi by Karl Lagerfeld
The Book of Fendi by Karl Lagerfeld

In 2016 they completed the restoration and opening of Palazzo Fendi in Rome, on the corner of Via dei Condotti and Piazza di Spagna. The building hosts the Japanese multi-starred Zuma restaurant inside. At the 2nd floor, there are private apartments for celebrities, VIPs, and friends. At the 3rd floor, there is the Fendi hotel, which consists of 7 imperial suites. On the terrace of the last floor there is a lounge bar.

For their 90th anniversary, on July 7, 2016 they host their haute couture A/W 2016/2017 fashion show at the Trevi fountain (Rome), whose restoration has been supported by the Roman maison. Also, they hosted an exhibition, Fendi Roma- The Artisans of Dreams, to explain the production process of the fur and creativity elements.

Mame Fashion Dictionary: Fendi Fashion Show at the Trevi Fountain
Fashion Show at the Trevi Fountain

Current Situation

Currently, the fashion house is performing strong with a turnover of more than €1 billion. With Pietro Beccari as CEO, and Carla Fendi, the only family member still involved with the company, chairman and president. Creative director’s Lagerfeld and Silvia continue to work side by side in the success of Fendi, remaining the only brand to have an in-house fur atelier.

Salvatore Ferragamo

Salvatore Ferragamo (1898-1960). Famous Italian shoemaker with 20,000 models and 350 patents. He created multiple iconic luxury women’s shoes. Also known as “Shoemaker of the Stars.”

Index

  1. The Life of Salvatore Ferragamo
    1. Young Talent
    2. Immigration to the U.S.
    3. Shoemaker of the Stars
    4. Return to Italy
    5. The Wedge Shoe
    6. Salvatore Ferragamo’s Death
  2. Brand Expansion From 1970s to early 2000s
  3. World-Wide Expansion
    1. New Opening’s
    2. Acknowledgments
    3. New Creative Director
  4. World-Wide Expansion Continued
  5. Recent Years
  6. Financial Evolution
  7. Current Scenario

The Life of Salvatore Ferragamo

Young Talent

Salvatore Ferragamo (1898-1960). Famous Italian shoemaker. The 11th, out of 14 children, born in Bonito. A small village about 160 miles from Naples, from which emigration to America was often a necessity. At the age of 9 Salvatore, who left school in the third grade, created his first pair of shoes out of white cardboard for his sister’s first Holy Communion. From a young age he had clear ideas and wanted to become a shoemaker. Although, in southern Italy a shoemaker is one of the humblest professions, his parents, despite their poverty, were not happy with his choice.

At age 11 he was an apprentice in Luigi Festa’s workshop in Bonito, and by the age of 13 he had his own shop where he began to create women’s shoes. His workshop was located at home in a space between the front door and the kitchen, with the shop window facing a church. With five workers, of whom the oldest, was 18.

Mame Fashion Dictionary: Salvatore Ferragamo Portrait
Salvatore Ferragamo Portrait

Immigration to the U.S.

Then, in 1914, at age 16, he immigrated, via the ship Stampalia, to the United States to join his brothers who were already there. Girolamo was a tailor, Secondino a carpenter, and Alfonso ironed clothes in the tailor’s shop of the American Film Company in Santa Barbara. But in Boston, his brother-in-law Joseph Covelli, had already found him a job at the Queen Quality Shoes Company. They produced thousands of shoes a day, soles and heels in half a second, and one minute for sewing. Anyone would have been thankful for such a job, but not the young Salvatore. He had a more noble idea of the shoemaker’s profession. He couldn’t stand those machines. He exclaimed, “They made shoes that were heavy, clumsy, and squat, with a toe shaped like a potato and a leaden heel.” He left the factory, joined his brothers in Santa Barbara, and convinced them to combine their small savings and invest in a shoe repair shop. As told in his autobiography, Il calzolaio dei sogni (The Shoemaker of Dreams), Salvatore immediately understood that California, with its fast-growing film industry, would be the Promise Land.

Mame Fashion Dictionary: Salvatore Ferragamo Stampalia Ship
Stampalia Ship

It all started when the property manager at the American Film Company complained about the boots worn in the western movies. He believed, if they were easy to wear, the styling was no good, if the style was attractive, they hurt the feet of the actors. Ferragamo offered his services and produced boots for the manager. This was a success and the director Cecil B. De Mille said, “We would have won the West sooner if we had had your boots.” It was the start of Ferragamo’s career.

Shoemaker of the Stars

At this time in Hollywood 1923, the future of the “Made in Italy” movement was beginning. The biggest stars visited his boutique, including Mary Pickford. He created the original Ferragamo model for her in brown kidskin, “with two ears standing up in front.” Suddenly, stars of cinema in California, would only feel like stars if they were wearing shoes made by the “Italian shoemaker.” So, he soon became known as the “shoemaker to the stars.” He created pale lavender sandals for Jean Harlow, cork-shaped heels for Gloria Swanson, and slippers in multicolored satin for Lillian Gish. Also, loafers for both Douglas Fairbanks and Rudolf Valentino.

Mame Fashion Dictionary: Salvatore Ferragamo First Hollywood Store
Salvatore Ferragamo First Hollywood Store

During the time of WWII there was a scarcity of materials, which fed his talents for new inventions. He used the strangest materials, including crystal, embroidery, feathers, kangaroo, antelope, sea leopard, and fish skins. This set him apart from other designers. Also, while in California he studied the anatomy of the foot and patented a system of putting thin layers of steel in the sole of the shoe in order to provide arch support. His success was due to the comfort of his shoes.

Same Fashion Dictionary: Salvatore Ferragamo with Sophia Loren
Salvatore Ferragamo with Sophia Loren

Return to Italy

Later, he returned to Florence, Italy in search of good artisans and opened his first workshop in 1927 with 60 workers. Then, in 1929, during the Great Depression, he faced bankruptcy. Ferragamo didn’t despair, and soon made a comeback. By 1938 he was able to acquire the Palazzo Spini Feroni on via Tornabuoni, which is today still the headquarters of the company. In that same year, he acquired the Michelangelo style villa Il Palagio in Fiesole.

Mame Fashion Dictionary: Salvatore Ferragamo 1938 First Store in Florence
First Store in Florence 1938

The Wedge Shoe

Salvatore Ferragamos popularity continued. Maria José walked to the altar wearing his shoes. Mussolini, who suffered from corns and chilblains, wore his boots. The Maharani of Cooch Behar came and ordered 100 pair. From New York, Paris, and London came the ladies who wear Chanel and Schiaparelli. For evening sandals, he invented an upper in transparent paper. At this time, using steel for arch support was poor quality. So, he created the most iconic shoe of the century. It was an orthopedic model of a platform shoe, and people called it the wedge. It was made with a cork heel, that filled in the entire space formed by the arch of the foot. The model was a success, it sold everywhere. It marked a new era and immediately became a symbol of style at this time.

Mame Fashion Dictionary: Salvatore Ferragamo Wedge Shoe
Salvatore Ferragamo Wedge Shoe

Salvatore Ferragamo’s Death

Then, in 1940 he married Wanda Miletti, a 18-year-old girl from his hometown who was the daughter of the local doctor and mayor. She would be the mother of his six children: Fiamma (died in 1998), Ferruccio, Giovanna, Fulvia, Leonardo, and Massimo. All worked in important positions within the company after the premature death of their father in 1960. After his death, Wanda, his wife, took over the company.

Mame Fashion Dictionary: Salvatore Ferragamo Family Picture
Salvatore Ferragamo Family Picture

Salvatore left behind a company which was the symbol of the creativity and productivity in Italy. With 20,000 models and 350 patents. An infinite number of models marked different epochs, times, and fashions. Through the 50s Greta Garbo, Audrey Hepburn, Marilyn Monroe, Judy Garland were considered the “It Girls” of Ferragamo. These women represented the beginning of the brands icon, which are still used today. The brand continues to use the “It Girl” in their brand language to communicate with the customer, and build brand image.

Mame Fashion Dictionary: Salvatore Ferragamo and Audrey Hepburn
Salvatore Ferragamo and Audrey Hepburn

Ferragamo was famous for the creation of the wedge heel, French toe, platform heel, stage toe, the Roman sandal, the shell shaped sole, invisible nylon model, and the sculpted heel, shaped like the prow of a battleship. Also, you can’t forget the gloved arch shoe created for Maharani of Cooch Behar in 1938. Salvatore left a business that his heirs have carried forward, always remaining faithful to his professional standards and not just defending the status quo.

Brand Expansion From 1970s to early 2000s

During the 1970s, thanks to the initiative and preparation of Wanda, president of the company, the brand expanded and started offering total look collections. With fashion collections, men’s lines, perfumes, and eyeglasses, all of which gradually conquered the market. In 1978 his daughter, Fiamma, designed the Vara ballet shoe which became a best seller. Today, the Vara style ballet shoe is considered a Ferragamo iconic element.

Mame Fashion Dictionary: Salvatore Ferragamo Vara Ballet Flat
Salvatore Ferragamo Iconic Vara Ballet Flat

In July 1996, Ferragamo acquired Emanuel Ungaro, a luxury menswear line. Two years later the company turnover reached 850 billion liras, most of which came from Europe, U.S., the Far East, Africa, and Oceania. The company had 40 privately owned boutiques, plus several exclusive points-of-sale. Also, several of Salvatore’s grandchildren worked in the company. Following the birth of the Salvatore Ferragamo Museum, in Palazzo Spini Feroni, the company has committed itself to art exhibits and cultural activities, not just as a sponsor or patron. In 1999 the French designer Marc Audibet creates the new Autumn-Winter 2000-2001 collection. During this time, they appointed a new creative director of the menswear line, Massimiliano Giornetti.

World-Wide Expansion

New Openings

In 2001 the company introduced its world-wide expansion plans, created by architect Michael Gabellini, to renovate, or open, a total of 100 boutiques. The renovations were to gain a more sophisticated architectural style. A new store opens in Korea, in a prestigious commercial area of Seoul. The store occupies a four-storey building with a garden-terrace on the roof. And by 2003 new stores will open in New York, Tokyo, and London. They ended 2001 with €641 million in consolidated revenues, 46% coming from the Far East.

Mame Fashion Dictionary: Salvatore Ferragamo Seoul Store Opening
Seoul Store Opening 2001

Acknowledgments

In May 2001 Leonardo Ferragamo becomes president of Altagamma, an association founded in 1992 with 43 prestigious Italian companies as members.

The year of 2002 was full of good news and satisfaction. The company was acknowledged as the best brand of the year in China, where the label sells the most product. Then, beginning in June, Ferragamo starts a joint venture with Ermenegildo Zegna for the launch of the new brand Zefer, which ended later in 2013.

Mame Fashion Dictionary: Salvatore Ferragamo Zefer Brand
Salvatore Ferragamo Zefer Brand

Later in October Wanda Ferragamo, the president of the company, is named “Woman Entrepreneur of the Year” by the “Committee of 200,” an organization that each year recognizes the top women managers and entrepreneurs all over the world. The ceremony took place in New York. The citation: “For success in the transformation of a shoe factory into an international luxury concern, in which the family maintains total control of its own flourishing business…”

Mame Fashion Dictionary: Wanda Ferragamo 2002
Wanda Ferragamo 2002

New Creative Director

At this time, Graeme Black became the new creative director of womenswear. The collection for Winter 2003-2004 experiments with shapes, volumes, and combinations. It interprets with common sense colors and references inspired by the Russia of St. Petersburg. Recalling Constructivist art and a certain nostalgia for decadent opulence and taste reinterpreted in a very modern way. There were precious fabrics and ornaments, brocades, inlays with strong visual impact, and irreverent combinations such as a crocodile jacket with jeans. The accessories included cartoon-like floral and mother-of-pearl-covered platform shoes, that even would have pleased Salvatore, the founder. As well as incredible bags made of snake-skin decorated with small silver coins.

Mame Fashion Dictionary: Salvatore Ferragamo Graeme Black
Creative Director Graeme Black

World-Wide Expansion Continued

Since 2002 the worldwide expansion plan is well under way. The distribution network had 16 new points-of-sale, including the important new boutiques in Osaka, Hong Kong (Pacific Place), Tokyo (Ginza Chou Dori), Amsterdam, and the historic center of Vienna, near the Hofburg castle. Also, stores in Shanghai Center (China), Paris (Avenue Montaigne), and Milan (via Montenapoleone) are re-opened after renovations.

In May of 2003 Ferragamo’s releases its very latest sunglasses, called the Maharani. These are special because they are inspired by the celebrated jeweled-sandal created in far off 1938 for the Maharani of Cooch Behar.

Mame Fashion Dictionary: Salvatore Ferragamo Maharani Sunglasses 2003
Maharani Sunglasses 2003

The Salvatore Ferragamo group ends the year with a consolidated turnover of €549 million, a 5% increase compared to 2003. Also, sales in Japan continue to increase. With 20% of their turnover there, a new flagship is opened in the heart of one of Tokyo’s most fashionable neighborhoods.

In 2004 Wanda Ferragamo is named Knight of the Big Cross by the president of Italy. In May of 2005, as part of the Fashion Project of the Province of Florence, with attendance by a large international public, Palazzo Strozzi hosts the fashion show in a memorable evening organized by Beppe Modenese. Then, starting in June 2005, Ferragamo Finanziaria enters a long-term agreement with the Porsche Design group to foresee the production and distribution of shoes, bags, and leather accessories.

Mame Fashion Dictionary: Salvatore Ferragamo Florence Store
Salvatore Ferragamo Florence Store

In 2006 new shops in Via Condotti were opened in Rome and Frankfurt. In November of the same year, Michele Norsa became Ferragamo’s new CEO. His managerial mind led the company to expand more and more, exploring new markets such as India, Latin America and Thailand. A year later, after a new CEO, Cristina Ortiz, was appointed as creative director for the womenswear line from 2007 and stayed till 2010.

Recent Years

In 2008 Salvatore Ferragamo company celebrates their 80th anniversary with an exhibition in Shanghai. Later, in January of 2010 Massimiliano Giornetti, current chief creative director of menswear, becomes creative director for the womenswear line. So, at this time, Giornetti was holding  a lot of creative power in Ferragamo being the creative director for both women’s and menswear lines.

They officially become a part of Milan stock exchange in 2011. At this time, the growth in Europe is positively driven by wealthy Asian travelers shopping in Europe and the group’s wide retail presence in China. Profits rose around 70% to €103.3 millions.

Mame Fashion Dictionary: Salvatore Ferragamo 80th Anniversary Shanghai
80th Anniversary Exhibition Shanghai

Through 2013 Ferragamo focused on accessories, rather than footwear. In early October, they began to target a younger generation by using an “innovative” digital campaign and revamping physical stores. Also, continuing to renovate older stores in existing markets in Europe and the U.S. to boost profitability in its retail division.

Ferragamo reported a 26% rise in gross operating profits (EBITDA) to €131 million in the first half of 2013. The revenues are outside the Italian market, which has struggled to emerge from recession, and sells a higher-margin of leather goods, apart from shoes. China is still a growing market for Ferragamo, but going through a tough time.

Financial Evolution

Their world-wide expansion plan are a success. As of 31 December 2014, the Salvatore Ferragamo Group has posted total revenues of €1.332 million and a 5.9% increase at current exchange rates. At this time, political tensions in Russia and Ukraine reduced the number of shoppers traveling from the region to Europe lead to decreasing number of sales in some cities through Europe. In terms of the Asia Pacific region, China is the best performer with 37.2% of sales.

Salvatore Ferragamo open new shops in less well-known cities Yantai in China, Surabaya in Indonesia, and Cartagena in Colombia. They continue to renovate older stores in Europe and U.S. including Miami and Rome. Also, they reopened in San Francisco, on the west coast of America which is a popular destination for holidaying Chinese shoppers.

Salvatore Ferragamo continues to meet challenges due to a weaker euro, lower oil prices, and economic weakness in China. Also, US. Economic growth in China has slowed more than expected, and the United States, as a strong dollar hits tourist flows, have weighed on several luxury goods companies in recent months. Hong Kong deteriorated further in the third quarter. By contrast, Japan has a strong performance thanks to Chinese tourists.

Asia Pacific, the biggest market, experienced a 5% decline in sales in the first nine months of 2015. Revenues were up 1.3% from a year earlier, thanks to a 2.1% increase in the fourth quarter.

In 2016 revenues total €1.438 billion. There are increasing number of travelers shopping in places like airports, leading to expanding stores in main locations such as Dubai, Helsinki and Quito. New shops were planned also in cities like Copenhagen, Berlin, and New York.

The situation in china is not yet get recovered because of the falling oil prices and global security threats affecting tourist spending. But sales grow particularly in the United Kingdom and the United States, and push for e-commerce in Asia.

Current Scenario

Currently, Salvatore Ferragamo is going through major changes. In August 2016 Eraldo Poletto was appointed as CEO. Who is credited for doubling the sales at the accessibly-priced handbag maker, Furla, in the last five years. Also, 3 new creative directors have been hired after the departure of Massimiliano Giornetti. This includes Guillaume Meilland for menswear, along with Paul Andrew for Women shoes, and Fulvio Rigoni for Woman’s-Ready-to-Wear. The brand now focuses on creating unique and exciting campaigns to bring back its positioning of industry leader it  once had in the WWII era. Now, the Ferragamo “It Girl” is Lily Aldridge, and appears in their 2017 campaign.

Mame Fashion Dictionary: Salvatore Ferragamo Eraldo Poletto
New CEO Eraldo Poletto

Ferragamo’s designs will live forever. The classic ballet flat is always in style and most women’s go to shoe. The brand is known as the exemplary ideal shoe for women. It strives to be excellent in terms of quality, by keeping the production, and standard of craftsmanship, exceptional.

Same Fashion Dictionary: Salvatore Ferragamo Lily Aldridge Campaign 2017
Lily Aldridge Campaign 2017

 

Trussardi

Founded by Dante Trussardi in 1911 in Bergamo, Italy. The company started as a luxury gloves business. Today, Trussardi is an international brand that produces “Made in Italy” luxury leather goods, men’s and womenswear collections.

Index

  1. The Origins 
  2. Nicola Trussardi
  3. The Greyhound
  4. The First Fashion Show
  5. Trussardi and the Theater
  6. Brand Expansion
  7. Beatrice Trussardi
  8. Foundation Nicola Trussardi
  9. Palazzo Trussardi Alla Scala
  10. Group Values
  11. Trussardi in the World
  12. The Recent Year’s

The Origins

Founded by Dante Trussardi in 1911 in Bergamo, Italy. The company  started as a high quality gloves business targeting elegant men and women. It grew and became an official provider for the royal family. The brand stood for discreet sophistication, experimentation and innovation. Iconic elements such as high quality raw materials and revolutionary leatherworking techniques were born. These iconic elements still exist in the brand DNA today.

Mame Fashion Dictionary: Trussardi 1911 Dante Trussardi Sign
1911 Dante Trussardi Sign

Nicola Trussardi

Sixty years later, Dante’s grandson, Nicola Trussardi, a young manager with a degree in economics from Catholic University of Milan, took over the family business. In school, Nicola studied leatherworking processes, the market, and new trends that were reinforcing Italian style around the world. This education helped Nicola understand the destiny of gloves by this point was obsolete, and without a decisive change in direction, the company was destined to decline and fall. Nicola’s vision is to create a lifestyle brand, able to embrace with every style of life all aspects of life, always focusing on excellence.

Mame Fashion Dictionary: Trussardi Nicola Trussardi Portrait
Nicola Trussardi Portrait

Trussardi became an industrial group and entered the clothing and luxury accessories department. They designed and produced suitcases, bags, home, office and leather jackets in constantly changing styles. The brand stood true to Italian tradition of fine craftsmanship that has been passed down through generations.

The Greyhound

In 1973 Nicola became the first designer to adopt a logo to identify all products. He used the greyhound to symbolize modernity, agility, and energy. the Greyhound revolutionizes the international fashion system leaving an indelible imprint in the imagination of those years with its refinement and elegance, with the cautious care of details, with incomparable quality materials. From this time on the greyhound became an international symbol, representing the brand that is still used today. In 1976 the brand opened its first flagship store in Milan and expanded into the European and American markets.

Mame Fashion Dictionary: Trussardi Red Leather Greyhound Logo
Red Leather Greyhound Logo

The First Fashion Show

The next step was natural, with the presentation of the first collection of prêt-à-porter in the late 70s and early 80s. With the close collaboration of his wife Maria Luisa, Nicola offered a prêt-à-porter with contemporary and dynamic lines. He favored the use of leather, reinvented by new technologies of processing and other modern and precious materials, such as neoprene and microfibers. Along with being a designer, Nicola was an expert in marketing. He immediately focused on the world of media with spectacular operations in Milan. He brought his runway presentations into exciting new spaces including: Teatro alla Scala, the Piazza del Duomo, the Pinacoteca di Brera, the Stazione Centrale, the Borsa, the racetrack, and opened them to the general public. He surrounded himself with intellectuals and artists, who gave their contributions to the griffe: from the painter Renato Guttuso from whose drawings he derived a sunflower print, to directors and costume designers invited to collaborate on the staging of the runway presentations. But Nicola does not stop at fashion: he is among the first to understand the unstoppable value of the brand: bicycles, tile, perfume, cars, airplanes, helicopters, house linens.

Mame Fashion Dictionary: Nicola Trussardi Inspiration, Renato Guttuso
Nicolas Inspiration: Renato Guttuso

Trussardi and the Theater

The Trussardi lifestyle includes art, entertainment, cultured events and design. At this time, the brand had officially become a vital brand in the field of excellent products to be “Made in Italy.” Including the diverse range of fashion, art, cuisine and design. In the years Trussardi is able to blend in harmony with fashion at the theater. He collaborates with the Teatro Piccolo in Milan and with his director Giorgio Strehler, dressing Macbeth on stage at Verona Arena and setting up a parade at Castello Sforzesco with the direction of Dario Argento. Nicola interprets himself in Robert Altman’s Prêt-à-porter movie. This leads to the opening of Palatrussardi in 1986. A new venue for concerts and large scale entertainment events, that housed Frank Sinatra’s last concert in Italy.

Mame Fashion Dictionary: Trussardi Frank Sinatra at Palatrussardi
Frank Sinatra at Palatrussardi

Brand Expansion

Known for their elegance and quality, Trussardi rapidly grew internationally through the 90s, that expanded beyond fashion. The Group launches the Jeans, Home, Baby, Junior, Eyewear and Perfumes lines, becoming synonymous with elegance and absolute quality. In the 1990s, the company continued its international expansion path, focusing on new emerging markets in Eastern Europe, Asia and the Middle East. New boutiques are opened in Hong Kong (1992), Moscow (1993), Taiwan and Taipei (1994). In those years it is also the image to spread the style around the world thanks to the collaboration with the most interesting voices of international photography such as Richard Avedon, Mario Testino, Michel Comte, and Steven Klein.

In 1996, Palazzo Marino Alla Scala opened, a newly renovated hotel, that became the first flagship building in the fashion world that was built with a showroom, boutique, exhibition space, café, bookshop and restaurant all in one. On average, in recent years, sales amount to Lire 750 billion a year. In 1998, he founded a school for future fashion professionals, photographers and communicators. Sadly, on an April night in 1999 Nicola Trussardi died suddenly at the age of 57, in a car crash. The tradition of the Trussardi family name and the spirit of Nicola continues to be upheld.

Beatrice Trussardi

After the death of their father, children Beatrice and Francesco took over the management of the family business. The “touch” of these two young people became immediately apparent. They created a younger fashion. The runway presentation for Winter 2003 ranged from the vaguely British style, with minor references to India in the form of damasked fabrics, and sporty suits. British style: knit pullovers with leather inserts, velvet suits, regimental stripes printed on the suede blazers. During this runway presentation, the maison announced a licensing agreement with Vestimenta, for formalwear and men’s sportswear, for Spring-Summer 2004.

Mame Fashion Dictionary: Beatrice Trussardi Portrait
Beatrice Trussardi Portrait

The following year Francesco died at the age of 29 in a car crash, by a tragic fate, just as his father had. In March of 2003, 32-year-old Beatrice, becomes sole president, after father and her brother’s sudden deaths. Determined to carry on the work that her brother had begun, for Winter 2004, she presented one of the finest runway presentations in the history of the brand. It represented a way of being, more than just a fashion. The desire to please, rather than to astonish. A wardrobe intentionally for daytime wear, outside of any trends, and therefore, easy to wear. The line included interchangeable items in bright and complementary colors.

In 2006 Eric Wright, an American designer, who worked closely alongside Karl Lagerfeld, while designing for Fendi womenswear, was named head designer by Beatrice, current CEO and President at the time. Beatrice hired Wright with the intention of strengthening the menswear by reversing the current marketed route by bringing back forgotten colors, patterns and rediscover the rounded lines of inside pocket objects. Wright was head designer for 2 years.

Then, in 2008 the Trussardi high end brand was re-named Trussardi dal 1911. During this name change, Beatrice Trussardi, current CEO and President appointed Milan Vukmirovic, previous creative director at Jil Sander, and briefly Design Director at Gucci working alongside Tom Ford, to creative director. Beatrice hired Vukmirovic for his contemporary vision for tradition of Trussardi style.

Foundation Nicola Trussardi

Beatrice also strengthened Trussardi’s commitment to contemporary culture through the launch of the Fondazione Nicola Trussardi; a nomadic museum built to bring art into people’s lives. The foundation restores neglected houses in Milan and gives them to the city to be used as space for exhibitions and events. The company is also part of the world of high-class cuisine with Trussardi Alla Scala Restaurant, one of the best outposts of quality gastronomy in Italy that has recently obtained the prestigious recognition of the two Michelin stars.

Mame Fashion Dictionary: Restaurant Trussardi Alla Scala
Restaurant Trussardi Alla Scala

Palazzo Trussardi Alla Scala

In 2009 Trussardi flagship building, Palazzo Trussardi Alla Scala underwent structural renovations and has become a heart of Italian culture. Sticking true to brand values of tradition, the building now houses the first concept store. Inside you can find an exposed layout filled with accessories and clothing for men and women, articles for the home, an area devoted to winning voices of image based journalism, and Café Trussardi, home of the first vertical garden installation in Italy, designed by Patrick Blanc.

Mame Fashion Dictionary: Palazzo Trussardi Alla Scala
Palazzo Trussardi Alla Scala

Group Values

Engaged in innovation, sustainability and environmental engagement, Trussardi is the story and the future of Made in Italy excellence in fashion, design, art and cuisine. The brand expresses a new lifestyle, based on excellence: for almost a hundred years the brand is an expression of the solidity and creativity of a home, commitment, and family values.

In fashion, the company has developed, in a century of experience, a unique ability to look for new ways and techniques for treating hides and fabrics. The roots of the brand include the Italian industrial history and its ability to work on the skin is unmatched throughout the world. The gloves laboratory opened by Dante Trussardi in 1911 is a historic example of the dedication and ambitions of the company. The creativity of the family, which has crossed, reinvented and renewed, the last century of our history, expresses an imaginary made of measured elegance, attention to detail, sobriety and charm.

Mame Fashion Dictionary: Trussardi Blue Leather Gloves
Trussardi Blue Leather Gloves

In fashion, design, art and cuisine, each time the brand continually combines the culture of its history with the emotion, lightness, irony, and visions of contemporary. Thanks to the strength of the tradition that has built over time, the brand is able to offer fascinating surprises, rapid innovations, and small daily revolutions.

Trussardi in the world

Trussardi is an industrial group that produces and distributes worldwide. Through a differentiation between flagship stores, boutiques, franchise stores, corners, licenses and large retailers, their products are present in every significant market for apparel, accessories, perfumes, furnishing, and home accessories.

The Group’s exclusive distribution network comprises around 440 outlets around the world: 7 Trussardi boutiques, over 300 Tru Trussardi boutiques and in department stores, 17 Trussardi Home stores, and more than 110 retail outlets and stores. Including, the first TJ (Trussardi Jeans) shop opened at Moscow Gum in 23 countries in Europe, Asia and the Middle East.

The Group is also present in the most important multibrands in the world including Barneys, New York; Jeffrey’s, New York; The Webster, Miami; Ron Hermann, Los Angeles; Harrods, London; Joseph, London; Aizel, Moscow; Colette, Paris; Printemps, Paris; Mientus, Berlin; Quartier 206, Berlin; Abseits, Stuttgart; Lakis Gavalas, Athens; Galy, Ibiza; The Outpost, Barcelona; Chapeau, Valencia; White Gallery, Rome; Boon the shop, Seoul; United Arrows, Tokyo; Restir, Tokyo; Designworks, Tokyo; Isetan, Tokyo; Estnation, Tokyo; Eight Million, Tokyo; Joyce, Hong Kong.

The Recent Year’s

Mame Fashion Dictionary: Trussardi Family Portrait
Family Portrait

Through the renovations Trussardi exposes themes of innovation and sustainability. Then, in 2011 Trussardi 1911 line is officially changed to Trussardi. Umit Benan Sahin, Turkish designer, is appointed as head designer of now Trussardi line. He previously worked for Marc Jacobs, Cacharel, and under Sophie Theallet. Sahin debuted his first line at Milan Fashion Week for Spring/Summer 2012 at Palazzo Trussardi alla Scala.

February of 2013, Gaia Trussardi, granddaughter of founder Dante, is appointed as creative director of Trussardi mainline collections and advertising campaigns. She has been a part of the company since age 23, and previously designed for Tru Trussardi and Trussardi Jeans. The brand expresses its need for continuous evolution and to strengthen brand identity. In March 2016, Beatrice, former CEO and President, gave Tomaso Trussardi, current CEO, her 25% stake in the company. The company announced a 5-year plan to reposition the brand in accessible luxury. Including a 90% overhaul in line management and restructuring of the multi and mono-brand sales channel, closing down less profitable stores. Along with major changes, the line Tru Trussardi is being discontinued, the last collection was Spring/Summer 2016. Trussardi and Trussardi Jeans will remain. Gaia plans to position the main Trussardi line around “Elegantly Cool” and the Trussardi Jeans will remain a streetwear look.

Today, Trussardi has introduced a contemporary new accessory called the Lovy bag, representing true Italian craftsmanship, made of the finest materials. The brand ambassador, Michelle Hunziker, represents the ironic and elegant elements of the brand. She is confident, complimented with a bubbly personality. Michelle is the ambassador for the new bag, appearing in all campaigns since 2016.

Mame Fashion Dictionary: Trussardi Michelle Brand Ambassador for Lovy Bag
Michelle Hunziker: Brand Ambassador for the Lovy Bag