New Brands at EDIT | February 2017
BadgleyMischka.com | Booth No. 2513
Can you tell us a little bit about the ethos of Badgley Mischka?
Badgley Mischka has always been more about style than fashion- the brand is about timeless dressing
What are a couple of staple Badgley Mischka pieces?
Staples on the sportswear line are heathered tissue weight jersey tops with tie and draping details and the most comfortable, cool slouchy pants that have pleating and pockets- we made it in crepe and velvet for fall. You can dress them up with a stiletto at night or run around town in them with sneakers
As a brand whose style “harks back to the glamourous Hollywood of the forties” how do the new trends constantly tie into your designs?
We are about making real clothes that are investments into a woman’s wardrobe but at the same time we want to make sure the clothes are relevant and modern. For the fall delivery, we addressed the comfort and athletic vibe that is so important but we did it with our own Badgley Mischka stamp- luxe fabrics and tie and drape details.
elisabettafranchi.it | Booth No. 2506
How would you define the Elisabetta Franchi Style?
Coherence, product identity, craftsmanship, Made In Italy and femininity.
Tell us about the heart and soul of your company, Elisabetta Franchi.
Behind every Elisabetta Franchi Collection you can find passion: fashion in in my DNA, it was my dream when I was a child and I used to dress up my dolls; now it is reality. Attention to details, deep study of materials and fabrics, craftsmanship and expertise result in garments and accessories of high quality and elegance made for all women in the world. Determination and constant improvement desire are values that keep my brand so successful: I created a company from scratch without losing sight of my goal and ideas are turned into reality only by expert hands.
Can you tell us a little bit of the idea behind the SS ’17 campaign with top model Toni Garrn?
Toni Garrn is the absolute star of the ELISABETTA FRANCHI SS17 advertising campaign. Every detail evokes the richness and magnificence of 1980s America, the theme of the upcoming season. Immortalised by the lens of Giampaolo Sgura, the top model is an elegant and sensual diva. The context is a sumptuous villa that screams Hollywood. The eighties come to life in the hedonism and opulence of forms and materials: generous slits and plunging necklines extol the female body that lets itself be covered and revealed in a sensual visual tease. Fluid lines and light colours, like ivory and aquamarine collide with black, gold and animalier. Maxi rhinestones, exaggerated jewellery and high heels evoke the Power Women of the eighties, reinterpreted in a contemporary light by Toni Garrn, who personifies them with sophisticated class.
* Don't miss out on seeing the new Elisabetta Franchi FW'17 Collection at EDIT IN February
world.marella.com | Booth No. 2523
As a brand with 40 years of experience, what were some of the pivotal moments of the brand throughout the years?
Marella boast many highlights in its long-lasting story begun when it was first launched as a collection of Max Mara in 1976. Now it’s a consolidated company with 1,000 styles every season, fully designed in Italy, and distributed worldwide. Over the years Marella managed to build up a strong brand image thanks to high level fashion photographers, top models, influencers and celebrities, cooperation with artists and a growing refined store chain that counts almost 170 stores, besides an high number of shop in shop and wholesale clients. Linda Evangelista, Monica Bellucci, Yasmin Le Bon, Amber Valletta are just some of the famous faces that have graced Marella advertising campaigns. From 2012 to Spring Summer 2015 Milla Jovovich had been the brand ambassador and more recently the Marella advertising images, shot by the artist photographer Ryan Mc Ginley, have featured the super models and influencers Karlie Kloss and Miranda Kerr. Through the years Marella has cooperated with different artists and influencers to create very special capsule collections: in 2008 with Julie Veroheven, in 2014 with Marcela Gutierrez and more recently with the influencers Tamu Mac Pherson and Candela Novembre, long-lasting partners of the brand. Among the milestone of Marella history the opening of the flagship stores in the world’s leading cities must be definitely mentioned: Marella is in Rome in via Frattina, in Milan in Corso Vittorio Emanuele, in Paris in place de la Madeleine, in Moscow in Red Square at Gum, in Madrid in Serrano, in Shanghai at the Grand Gateway, in Beijing at Seasons Place and in Hong Kong at Harbour City. In 2014, Marella launched its new store concept exclusively designed by the renowned Studio CLS Architetti (Milan) with a warm and refined design boosting the sophisticated femininity core of the brand.
What is the inspiration behind the Marella collection?
Marella is always searching for innovative ways to cater to dynamic and modern women, merging the latest trends with Italian style. Collections are designed to offer glamorous and sophisticated proposals for all occasions, from a wide range of coats and jackets, to blouses, dresses, shoes, handbags and much more. The real luxury is to be perfect by dressing simply. Nowadays there are less boundaries between working and leisure time so that Marella design collections that make women to feel instantly glamorous. The main inspiration is a journey through the world of colours and emotions which reflects the universe of real women. The core values of the brand philosophy is clearly stated in the main Marella project, launched in 2014, Marella ART.365 collection: all seasons, no season pieces, with a refined design that is suitable for both day and evening. Crease-free and hand-washable, the project offers an ideal solution for busy women who travel frequently and require a wardrobe that is stylish, practical and easy to care for.
Anything exciting you can share about the future of Marella SRL?
Spring Summer 2017 is Marella's first season in the USA at Bloomingdale's: we believe in the future of the brand in the North American market. The leading projects of Marella for the future are meant to increase the brand awareness through a high level distribution that foresees the opening of flagship stores in the heart of Venice and, abroad, in Doha and Kiev as well as the redesign of the doors in Madrid, Rome and Moscow.
barnacashmere.it | Booth No. 2560
Martini s.r.l has had many collaborations, what are some notable ones?
Our company Martini srl, for more than 20 years, has been collaborating with Italian and international high-fashion brands, consulting and advising on innovative knitwear styles and techniques. Among our collaborations with important fashion brands we work with Hellessy, Brock Collection NY, Salon Pedot Paris, Laura Biagiotti (Top line), Brunello Cucinelli, Fabiana Filippi and more.
You are known for your unique Italian artisanship, tell us about your techniques?
Barna Cashmere is our brand and through it we express the best of our creativity and know-how. Our garments are made using innovating knitwear techniques and researched precious yarns to create a never seen before knitted garment. The yarns we use are carefully selected from the best Italian spinning mills (Cariaggi, Loro Piana, Biagioli). Our products have impeccable finishings, we pay a lot of attention to small details that make the difference.
What gives Barna Cashmere a competitive advantage in the market?
Extreme attention to innovation, selection of the finest yarns and the strong will to always keep pace with technology are matched with the experience and manual skills of the grand masters of weaving. Combining these factors with the talents of people who have always performed their job with love, Barna Cashmere can offer exclusive products, where the excellence of artisan production can also be achieved with machines. For Barna Cashmere, the work is continuously improving to eliminate everything in the product that is superfluous, redundant and of little importance, at the same time preserving the exceptional nature of the details, which only the expert eye can notice. The future for Barna is close at hand and it is not in large numbers, but in the small yet important activities, which the individual can perform, day after day, thanks to passion for the production of the raw materials."
www.oui.com | Booth No. 2509
Your brand was founded on the inspiration of women, what drove your decision for this inspiration?
We love women! - and we want to make women even more beautiful than they already are. Beauty is more than just an ideal. Everyone has their own image of wat beauty is. It is just as individual, diverse and wonderful as life itself. For us beauty comes from within and with our brand we want to accentuate this beauty. Oui, Yes! Yes, we love women!
If you can describe the ultimate Oui woman, who would she be?
The Oui woman of today loves being a woman and expresses this with her clothes - naturally and confidently. Our fashion lets her live this feeling. Fashion, which is always a little different but always true to itself. Distinctive and unique. Fashion for us is playful, colourful and innovative. It is extravagant and ignores the norm. Women who wear our clothes are confident, sincere and have their own style. They do not follow rules, they are open-minded and have an outgoing attitude.
Were there any pivotal moments in the growth of Oui’s success?
There were so many pivotal moments in the growth of our success and thankfully there are still so many out there. In the ever changing fashion landscape evolution is part of the development. The constant thrive to improve daily is deeply entrenched in our philosophy. We never look back, never rest on our laurels but always think of tomorrow and how to make women more beautiful. The pivotal moments of our past are best kept there. We are focused on creating new moments every day.