When you think about Italian fashion, the first pictures coming to mind are the ones of sophisticated and stylish ‘ensembles’: stunning models in gorgeous suits or dresses that are perfectly designed to enhance the beauty of their sculptural bodies, complemented by luxurious and refined accessories, exquisitely crafted. It may come as a surprise, then, to know that one of the most prominent Italian fashion brands, both at home and abroad, is related to something much more unstructured and simpler: bikinis.
We are talking about Calzedonia, one of the world’s most known brands for beachwear. The Calzedonia group ranks, in terms of turnover, among the leading Italian fashion companies, with a staggering 2.4 billions Euro recorded in 2019, just next to top names such as Armani.
Calzedonia actually started as a label specialised in socks, stockings, and tights, and that is where the name came from (in Italian ‘calze’ means stockings). The beach collection was added shortly after, achieving immediately an unprecedented success. Since the very beginnings, the winning strategy of Calzedonia lied in the concept of beachwear collections featuring a large and gorgeous variety of styles, with an abundance of prints and colours, always in line with the latest fashion trends. New and different collections released every year, in combination with both high quality standards and reasonable prices, are other reasons of the brand’s success. Since its foundation in 1987, the brand has been growing incessantly and has now over 2000 shops around the world. These beautiful bikinis can be bought almost everywhere: Milan, Rome, Paris, London, Barcelona, Moscow, and many other city centers around the world, and are also available online on Calzedonia’s official website: https//www.Calzedonia.com.
Within the Calzedonia’s group there are 6 fashion brands, each dedicated to a specific category, including Intimissimi, probably the most famous Italian chain for underwear, whose success is largely due to amazing advert campaigns that glorify the beauty of some of the world’s most famous models. Products designed by Intimissimi are refined but sexy, chic and minimalist at once, a blend that is not quite granted in the segment. The Calzedonia group has been constantly increasing its presence on the international market, and 64 % of its stores are located abroad. The group offers its collections exclusively in single-brand stores, operating through the franchising model, or directly under the group’s ownership.
Author: Editorial Team
The Flexibility of the Italian Ready-to-Wear Sector
Fashion is undoubtedly one of the most important sectors in the Italian economy, with more than 10,000 clothing manufacturers operating in the country. Just before the beginning of the pandemic, the total turnover for Italian fashion companies was close to 96 billions Euros, with a constant increase over the years. Similarly, there has always been an incessant growth in the export of Italian fashion products towards other countries: considering only the first six months of 2019, the increase in the turnover for the export in this sector was 7%. The demand for Italian fashion products comes mainly from neighbouring countries in Europe, from the United States, and, increasingly, from China, Japan, and South Korea.
Many of the Italian fashion companies are also organized for a fast-fashion, or ready-to-wear, production.The need to meet the increasing demand for products capable of reflecting all the new trends has pushed, in fact, many Italian manufacturers to adapt, and respond with a faster model, organizing themselves in order to make small productions of clothing through an extremely fast process. While made-to-order collections are produced over a relatively long period of time – approximately six months – the ready-to-wear fashion model focuses on the creation of limited collections continuously updated, made within a very short time, sometimes accomplishing all steps of the production cycle in just few weeks, with the ultimate consequence of allowing retailers to re-stock consistently and fast their stores. In the past, since its early beginning in the ’60s, this model of production in the Italian clothing sector was mainly associated with a low-cost, poor-quality product range . Through the years though, the situation has gradually changed, and the ready-to-wear production model started attracting companies with higher standards in terms of both quality and design. Nowadays, a significant and ever growing number of well-known, quality brands, previously only devoted to made-to-order collections – are taking advantage of the ready-to-wear production model, making their new creations available to retailers within much shorter deadlines. Furthermore, even for ready-to-wear garments with a lower price range than made-to-order collections, one has to note that the vast majority of the production, in fact, takes place entirely in Italy. Most of the times every step of the process, from the initial idea up to the smallest detail in the finishing, is made in Italy, benefitting from all the creativity and expertise of the Italian tradition in the field of fashion. The obvious result is the availability of products with high quality value, made in Italy and offered on the market at a reasonable and accessible price. Fashion has become a crucial sector in the Italian economy, growing steadily throughout the years thanks to the success and popularity of the Italian style around the world, that has reflected on the external trade. Nevertheless, the sector has suffered immensely – and it is still suffering – for the crisis brought on by the pandemic, with a loss estimated to be around the 30%. In this difficult months the
ready- to- wear production model has obviously performed comparatively better, thanks to its flexibility and ability to rapidly adapt to the market circumstances , including the stop-and-go measures imposed by the pandemic. Even retailers who were used to rely on made-to-order collections only, in the past months had to refer to the available fast fashion products.
Dreaming of a faraway land
Manila Grace is a sophisticated Italian brand whose creations are always permeated by a multi-cultural inspiration. Collections by Manila Grace are enriched with the most diverse influences, and are evocative of faraway places and wonderful stories to tell. Garments by this brand are made relying mostly on natural fabrics – like cotton, linen, silk, and fine wool like alpaca, mohair and cachemere. Shapes are deconstructed, and lines are soft and fluid, while colours are dominated by complex and subtle tones and shades. The use of traditional dyeing and printing techniques – that are at times inspired to ancient cultures – adds an extra exotic inspiration to these beautiful garments. An absolute care for the smallest detail and the finishing, often based on the use of luxurious embellishments, together with the exquisite handcraft expertise, contribute to the smooth and polished feel of all collections signed by this superb brand. The result is a unique and cosmopolitan style, very modern, casual and refined at once, able to cover all occasions, from mundane to the most exclusive. The brand also offers a range of pretty accessories – bags, shoes, scarves…- to complete each and every look. You can visitManila Grace’s official website at: www.manilagrace.com
Shopping in Milan: where to go
No one really knows when, but sooner or later we will all be able to go back to our normal lives, returning to our activities, work and leisure, and we will be finally able to travel around again. When the day will come, you should not be found unprepared, right? If you love fashion, maybe one of the first thing you will be thinking of is a shopping trip to Milan, one of the world’s capitals of style and design. Should this be the case, here are some insider’s tips for you.
Milan is particularly famous for Via Montenapoleone, the high street dedicated to the most exclusive luxury brands of the planet, with its neighboring Via della Spiga, studded with an array of sophisticated boutiques, stunningly arranged shop windows, superb historical residences and ancient workshops turned into showrooms by the most famous designers. In Italy the ideas of fashion and style, on one hand, and history and tradition, on the other hand, are concepts strictly connected, that cannot be torn apart. In fact, this area, now the most elegant and sought-after shopping district in Milan, was once home to the aristocrats and prominent members of the Italian society, the refined opulence of whom still reflects in the splendid architectures of the palatial buildings. This is also the area of the Teatro alla Scala, probably the most famous opera house in the world.
At a walking distance there is the beautiful Brera, a district soaked with a bohemian and trendy atmosphere, which also makes it the coolest place for an aperitivo. In Brera’s narrow streets and alleys there are many boutiques showcasing highly curated collections, handcrafted jewelry shops, showrooms, antiques and art galleries. In fact, in these neighborhoods one can visit the Pinacoteca di Brera, the public art gallery containing one of the foremost collections of Italian paintings, most of which from the Renaissance.
A few 100 meters away from Brera you can find the extraordinary modern surroundings of Piazza Gae Aulenti, where newly built skyscrapers enclose a pedestrian area exclusively dedicated to the most famous and outstanding fashion brands. From Piazza Gae Aulenti you can also admire the buildings named Bosco Verticale -Vertical Forest -, two residential towers that contain more than 20.000 trees and perennial plants, which make a beautiful model for sustainable residential construction that have received several world awards for excellence.
No one visiting Milan should ever miss the central square, Piazza Duomo, with its majestic cathedral, aslo the emblem of the city. From the Duomo you can stroll along Corso Vittorio Emanuele II, the oldest boulevard in Milan (nowadays always crowed with tourists and locals), where all the major international brands and department stores line up their window shops. In Piazza Duomo you may enjoy a splendid panoramic view of the city from the nearby Terrazza Martini.
A more casual and urban style, dominates the district of the Navigli, the ancient waterways of Milan. This is the most colourful and picturesque corner of the city, with a very vintage feel. It is one of the most popular areas too, loved by crowds of young Milaneses enjoying all day long a large variety of bars, pubs and restaurants, with their dehors set all along the canals. But is also a great shopping destination where you can find many independent brands, unique pieces, jewelry workshops, and handmade creations by local designers.
The gorgeous contemporary lines of the residential spaces designed by the Iraqi architect Zaha Hadid – grand yet harmonious white blocks in the shape of cruise ships – can be admired around the area named CityLife, which is also the newest shopping district in Milan, a large mall offering more than 80 stores and boutiques, packed with the latest collection by popular fashion brands, plus a wide choice of restaurants, cafeterias, and theatres.
Last but not least, Milan has one of the longest shopping avenues in Europe, which is Corso Buonos Aires, with its 350 shops mostly dedicated to fashion.
Fashion in the Era of Digital Shopping
The online sector has been on the rise since years, and the pandemic, for obvious reasons, has accelerated its growth in an unprecedented manner. Yet, it is hard to believe that fashion stores will ever be permanently and heavily defeated by a shift in consumers habits towards the online sector. When compared to online shopping, buying fashion products in physical stores is quite a different experience, with completely different meanings in terms of both motivations and emotional values. From the physical stores of large clothing chains, up to the many small and medium businesses run by individuals, like small clothing shops and boutiques, there are deep reasons that entice fashion enthusiasts way more than shopping online. These reasons are related to the typical purchasing behavior of consumers when it comes to fashion products. The first reason is that physical stores offer a curated selection of products, often hand-picked and tailored along the needs and tastes of a specific and well-known clientele. Physical stores, compared to virtual ones, also offer the irreplaceable assistance of a salesperson who can help clients identify the right garment for their needs, guiding them on new styles and trends, suggesting what is more suitable. Customers highly value the advice from a professional, and at least 1 in 5 customers state that a salesperson’s advice is their number one reason why they prefer to shop in-store. Another great advantage of brick-and-mortar stores is the ability to satisfy the need to touch, feel, and, absolutely, try on the garment, as well as the instant gratification of taking home your purchase right on the spot.
Moreover, shopping in physical stores certainly falls within the range of leisure experiences, often combined with other relaxing activities, like dining out, visiting the city center, or meeting with friends. Shopping for clothing is mostly an enjoyable occasion, the many implications of which are hardly replaced by an Internet session.
The choice to buy a new item of clothing, in addition to being one of the most discretionary, is also very often an impulsive one; on the contrary, the Internet specifically favours reasoned purchases, most of the times the result of a careful comparison between products and prices.
Even though online stores offer an extremely large amount of products, this doesn’t necessarily represent an advantage. In fact the ‘choice overload’ can be overwhelming, sometimes interfering with the consumer’s ability to make decisions.
Green Carpet Fashion Award 2020, and the winner is….
The Green Carpet Fashion Award 2020 edition was hosted on Saturday 10th October in Milan, at the prestigious Teatro della Scala, as a closed-doors, digital-only event. Promoted by Camera Nazionale della Moda Italiana (CNMI), with the support of the Italian Ministry of Foreign Affairs and International Cooperation, by ITA (Italian Trade Agency) and Eco-Age, the Green Carpet Fashion Award is centered on sustainable fashion.
The event was launched for the first time in 2017, and celebrates every year the commitment of personalities and fashion houses to recognizing the rapid changes in our society and embracing an environmental conscious vision, as well as an ethical business model.
The Green Carpet Visionary Award of this year’s edition went to gorgeous model and actress Zendaya, for her ability to represent the need for both inclusiveness and diversity in fashion, and for her personal contribution to making a change in the sector, using her visibility to help give voice to hidden talents.
For the occasion the star wore a superb vintage Versace dress, a brown silky column gown from the Fall / Winter 1996 collection, blowing everyone away by her beauty and elegance, and definitely succeeding in the event’s clear intent of adding glamour and fame to sustainability issues. Zendaya completed her look with heels in matching shades, a pair of amazing diamond drop earring and a stack of gold bracelets.
Milan Fashion Week SS 2021: our top picks
An overwhelming beauty emanated from the shows put on last week in Milan by some of the world’s greatest fashion designers, making everyone forget about the harsh times we are living in, at least for a little while.
Along with beauty, grace, glamour and creativity returned on the catwalks, with some amazing styles that we will be seeing making their appearance behind the most elegant shops windows around the world as of next season.
Among the best shows, Dolce & Gabbana presented their Spring Summer 2021 ‘Patchwork Collection’, an impressively creative artwork, based on a mix of floral motives, brocades, polka dots, denim and more, in a multitude of styles, from long flowing dresses to mini skirts, tops, blazers, up to including accessories like shoes and boots too. A gorgeous show, after which you can definitely expect patchwork to be one of the most loved trend next spring-summer season.
By the iconic brand Armani, we particularly loved Emporio Armani‘s new designs, defined by clean lines and palette-cleanings neutrals tones, both an acknowledged signature of all Armani’s collections. Minimalist cuts, light fabrics, and an ultramodern aura seem to project us into a near future that looks like the bright sunrise of a brand-new day, in a brand-new world.
Designer Elisabetta Franchi came up with an amazing and inspiring collection where sophistication flawlessly embraces creativity. The collection is centered on a multitude of stunning dresses, among which are some drop-dead-gorgeous nude looks.
Salvatore Ferragamo Spring Summer 2021 collection focuses on solid colours, offering gorgeous new hues that make a perfect match with clean, geometrical silhouettes, creating at the same time a vibrant and beautiful contrast with the light and flowing fabrics used.
In the show put on by top luxury brand Prada we fell in love with the cut-out-polka-dot motive, paired with hints of bright colours, used as an accent to brighten up with originality, and perhaps humor too, a nevertheless impeccable hyper classicist look.
GoodMatch, for more than one reason
There are brands you just fall in love with at first sight. Coup de foudre, in French.
This is exactly what happened to us when we came across Good Match. In a nutshell, a refined Italian brand that creates classic lines molded by a contemporary urban spirit. Sophistication without all the fuss, encompassing the desire of modern women for beauty, simplicity, and comfort at once.
Uniqueness and fresh ideas always abound in collections by GoodMatch, and there is a meticulous attention to details and finishing, as well as the ability to embrace the Italian traditional expertise in tailoring.
One more good reason to love this brand is its willingness to adapt to a changing world and accept the challenge of sustainability. Fabrics are carefully selected having in mind aesthetic values as well as durability, and tradition gets along with the search of new techniques and new solutions that can involve recycled materials as well, with the aim of reducing the impact on the environment and create garments that can last for more than a season.
GoodMatch collections typically offer a range of must-have pieces, fashion staples to always keep at hand in the wardrobe.
The blazer, a classic for every modern women, versatile and comfortable, wearable all day long.
The trench, undoubtedly the best item to impersonate the sense of allure and an effortlessly chic look, offered in different version according to the season. The light version created for summer collection is made in recycled nylon, produced from plastic bottles.
The trousers in elasticised cotton, an ideal solution for a young and dynamic woman. Every season the product is designed in different colours and different prints.
The dress, symbol of the feminine nature, designed in a range of different colours and prints, and made in viscose, a soft and long-lasting fabric that has a beautiful feeling and offers comfort and durability as well. You can find more reasons to love this brand on the official website: www.goodmatch.it
The latest trend is sustainable fashion
More and more often sustainability is being recognized as a serious issue even in the realm of fashion. The concept of sustainability refers to the fashion sector implying
an approach towards sourcing, manufacturing and designing clothes centered on minimizing the impact on the environment, as well as safeguarding the social communities involved in the productive process.
With an increasing demand from consumers for products which are environmentally sustainable, leading designers and major global brands have been undertaking the green direction, and advert campaigns are clearly portraying the new desire for responsibility and commitment towards the environment.
Fashion is known as one of the most polluting industry on the planet. It is a while since the various aspects related to the environmental impact of fashion have clearly emerged: among others are the use of highly polluting chemicals during the dyeing process; the enormous problems caused by micro plastics ending up in the oceans, derived from the laundering of synthetics textiles; the impossible management of tons of textile waste, generated every day by the low-cost, fast fashion system.
The current health crisis has accentuated the awarness of how much nature and human activities are interconnected, in a way where failure to respect the former has ever more catastrophic consequences for the latter.
The need for sustainability in the fashion sector has been a much shared feeling in the most recent months, and personalities, like Giorgio Armani, made clear statements on the need for change. When the epidemic was at its pick in Italy, the designer made an announcement about his willingness to reduce the number of annual releases and parades, partially or totally abolishing pre-collections. Armani pointed at the hyper-accelerated production model typical of the fast fashion, and its enormous consequences for the environment, highlighting the fact that luxury takes time to build, and, as such, it should be associated to pondered consumption, while the endless manufacturing cycle seriously harm both creativity and the planet. According to the designer, in such particular times
people will more often buy clothes that last, rather than fall in the usual craze consumption circle, and beauty and quality will be prominent again. In this new scenario, there are strategies that can be adopted by the whole of the fashion system in its complexity, in order to address the environmental concerns, and satisfy the increased demand for sustainability.
Actions being undertaken in this direction ranges from expanding the use of organic fibers to the promotion of chains of production that can prove respectfulness for the related natural and social environment. The
adoption of recycling policies by big and small players in the industry is already in place and widespread, and, on the other side, companies and individuals are getting ever more involved in the development of a circular economy in the sector – examples of which are the various online sites that offer the possibility to buy, sell, rent or exchange clothes and accessories. From its end, Italian fashion has all the cards to face the new challenge, even though it may not yet be aware of it, and still does not fully exploit this potential. In fact, the Italian production by its own nature, given the typical high quality standards, relies largely on natural materials, such as organic cotton, linen and silk. Furthermore, made in Italy garments, even in the case of ready-to-wear products, always have an added value from the point of view of both quality and aesthetics. Italian clothing represent unique pieces gifted with the characteristics of durability, not responding to the connotation of ‘disposable’ fashion that is nowadays so clearly associated with the fast fashion production.
7 Fashion trends that are going to take us seamlessly from summer to fall
Among all the fashion trends we are seeing right now around us during our promenades in the sunshine, there are some that are particularly strong, which are surely going to resist the ending of the season and persist in the coming months. Here are 7 trends to look at and keep in mind for a smooth and stylish transition from summer to fall.
1.
Fringes
Fringes have been making their way this summer as an embellishment on dresses, top, trousers and skirts in many collections. The fringe trend is here to stay, and we are surely going to see more of it in the months ahead.
2. Puffed sleeves
Voluminous shoulders have been one of the strongest trend this season, and puffed sleeves are dominating the fashion scene in this exact moment. You can surely expect dresses, tops and shirts with puffed shoulders and empowering silhouettes to remain en vogue during fall and winter too.
3. Bermuda shorts
After years spent in the oblivion, Bermuda shorts made a reappearance this summer, and a longer length in shorts is one of the newest trend seen at fashion shows, including collections for the coming season.
4. Strong colours and color blocking
Neon colours have been absolutely prominent this season. But although it is quite usual for strong colours to show up during summer, we can expect the trend to continue even through the next cold months , as we have seen designers brightening up their FW 20/21 catwalk presentations with bold hues, and experimenting color blocking styles, with an abundance of fuchsia, royal blue, and acid green. An injection of energy and joyfulness that will force us out of our soft tones comfort zone during winter.
5. Metallic
Since a couple of years silver has been a favourite for collections themed at evening wear, parties and occasions, prevailing over its historic rival, the gold colour. The metallic trend and its futuristic appeal are enlightening our summer nights like the moonlight does. We will keep on seeing much of the metallic trend in the coming months, with silver being explored in a fall-winter edition by numerous fashion brands.
6. Prints and patchwork
Prints, pattern and patchworks have been a cheerful statement seen a bit everywhere this season. The upcoming collections will bring the trend in the new season, offering an array of creative and colourful interpretations of this joyful alternative to traditional winter neutral tones, among which tartan and checked prints will be a dominant note.
7. The baby doll dress
Because we all need a
girlish piece in our wardrobe. Fashionistas around the world are having a crush on the baby doll dress because of its freshness and the relaxed vibe it emanates. Gifted by a dreamy aura and a lovely sixties’ accent, the baby doll dress is a typical example of the effortlessly chic look. Its voluminous silhouette is often embellished by feminine details, like frills, puffed sleeves, heart necklines, or Victorian high collars. We will surely see more of the baby doll dress trends in the new FW 20/21 collections.
Sofashion 