MILAN, Feb. 26 (Class Editori) - Giuseppe Zanotti is committing to supporting China. In this difficult moment for the Asian country, which is under pressure due to the health emergency caused by the coronavirus spread, the founder of his namesake brand is taking the measures needed to cope with this market.
“China is a fundamental market for our business, this country has given us so much and it is right for our company to support the job of the 126 employees working in Hong Kong in this moment, thanks to targeted investments”, Zanotti has explained. On the occasion of the presentation of his fall-winter 20/21 collection, he has therefore created a link with China, in line with the initiative launched by Camera Nazionale della Moda Italiana, by starting a live streaming on the brand’s social channels in order to present the new proposals to the audience who could not be there.
1,5 million people from the former Celestial Empire have followed the live streaming. This is a focus on the emergency, which will be the main investment of the brand at the moment, according to what the new CEO Eugenio Manghi has declared.
“We are trying to consider different options; we are waiting for a better time to make investments. However, we have been working on digital for almost a couple of years and the business is growing very well”, Zanotti has added. At the same time, also the willingness to come back to the real DNA of the brand from a stylistic point of view is strengthening: for this reason, instead of focusing on sneakers, high heels will be in the spotlight in this new collection.
In particular, the focus will be on the new and seductive sandals, with oblique neckline, ultra-feminine, in patent black leather but studded with crystals. In some cases, they are created with a square-cut toe, in others as a décolleté, always characterized by a good expression of elegant sensuality and by the extreme lightness of the sole, thanks to the best craftmanship techniques. The steel gives a rock-glamour touch, which goes through the entire collection with mesh, buckles and studs based on matt or shiny shades, in leather or in chamois. There are also combat-bikers for the everyday life and the latest small bags with geometric and squared shapes, in order to complete the accessories offer.
“I am satisfied of 2019, moreover because we have acquired the segment of young customers, ranging from 16 to 30 years old”, as Zanotti has explained to MFF, on the occasion of the launch event of his F-W 2020. For the season, the shoe brand founder of San Mauro Pascoli, in Emilia-Romagna, has come up with a flexible and all-round collection which includes different proposals.
Among the latest news, there is the return of the sneaker Talon, created with a low and high cut shape. “We have used tech materials for some models, in order to meet the market requirements”, as Zanotti has added. Moreover, the collection includes a shoe created with materials which in the next two decades will be able to completely dissolve in water, in order to prove the attention of the brand to the climate change issue. “With this provocation we are trying to raise awareness about the situation. For more than 20 years we have been developing a differentiation system for the whole production chain”, the fashion designer has reiterated.
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