Slowear teases womenswear ambitions at Milan Fashion Week
SLOW-WOMEN: Slowear is testing the waters for its womenswear line, which currently represents between 5 % and 10% of its sales. And for the first time, it hosted a Milan Fashion Week presentation to unveil the spring collection.
Welcoming guests at Slowear's flagship in the artsy Brera district — an experiential space called Slowear 18, combining a retail space with a bar and a mixology cafe - managing director Marco Bernardini said the company was testing what worked best for the women's range in terms of distribution and communication, recognizing that the most relevant currently is Italy and that there is little international exposure.
Related Galleries"We thought an event was a good start, the range has already received attention and I think it deserves to grow also in terms of communication", said Bernardini.
The lineup featured was a very polished edit by stylist Tanya Jones, contributed by the in-house women's department team of design led by Misa Tesic to distill their vision of urban equipment injected with ease and practicality, the same applied to men's fashion, the strong point of the company.
Earth tones, best exemplified by loose ivory trousers cut at the ankles and paired with a sleeve cut poetic coats with shoulder pads, as well as fluid linen trouser suits swapping blazers for elongated waistcoats, mixed with sorbet-colored outfits. A polka dot green wool blazer in the same crisp cotton weight was matched with linen trousers in a slightly lighter hue, while a pleated A-line skirt teamed with a voluminous utility jacket was done in a light pink.
>"The conversation with Misa revolved around the brand's DNA and its expertise in menswear. We added a feminine touch, never tacky or too shy, it's about urban women, the ones you see walking around Brera,” Jones said.
When asked about the outlook for the women's range, Bernardini said it was too early to predict the sales volumes, but he is looking forward to 2023 to launch a dedicated strategy.
Acclaimed menswear powerhouse, Venice-based Slowear is the parent of Incotex casual pants; high-end Zanone knitwear; Glanshirt casual shirts; Montedoro outerwear and Officina Slowear accessories and footwear. As reported earlier this year, the company opened its third outlet in the United States, but first in New York at NoHo.
SLOW-WOMEN: Slowear is testing the waters for its womenswear line, which currently represents between 5 % and 10% of its sales. And for the first time, it hosted a Milan Fashion Week presentation to unveil the spring collection.
Welcoming guests at Slowear's flagship in the artsy Brera district — an experiential space called Slowear 18, combining a retail space with a bar and a mixology cafe - managing director Marco Bernardini said the company was testing what worked best for the women's range in terms of distribution and communication, recognizing that the most relevant currently is Italy and that there is little international exposure.
Related Galleries"We thought an event was a good start, the range has already received attention and I think it deserves to grow also in terms of communication", said Bernardini.
The lineup featured was a very polished edit by stylist Tanya Jones, contributed by the in-house women's department team of design led by Misa Tesic to distill their vision of urban equipment injected with ease and practicality, the same applied to men's fashion, the strong point of the company.
Earth tones, best exemplified by loose ivory trousers cut at the ankles and paired with a sleeve cut poetic coats with shoulder pads, as well as fluid linen trouser suits swapping blazers for elongated waistcoats, mixed with sorbet-colored outfits. A polka dot green wool blazer in the same crisp cotton weight was matched with linen trousers in a slightly lighter hue, while a pleated A-line skirt teamed with a voluminous utility jacket was done in a light pink.
>"The conversation with Misa revolved around the brand's DNA and its expertise in menswear. We added a feminine touch, never tacky or too shy, it's about urban women, the ones you see walking around Brera,” Jones said.
When asked about the outlook for the women's range, Bernardini said it was too early to predict the sales volumes, but he is looking forward to 2023 to launch a dedicated strategy.
Acclaimed menswear powerhouse, Venice-based Slowear is the parent of Incotex casual pants; high-end Zanone knitwear; Glanshirt casual shirts; Montedoro outerwear and Officina Slowear accessories and footwear. As reported earlier this year, the company opened its third outlet in the United States, but first in New York at NoHo.
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