MILAN, June 22 (Class Editori) — With the crisis behind it, Corneliani is back on track in the setting of Milano Moda Uomo, together with Paul Surridge and his Circle project (see MFF of May 17), born in 2020 with a focus on eco-sustainability and which for this season —in correspondence with the relaunch of the Mantua-based company, reborn as a newco after being rescued by the Italian Ministry of Economic Development (MISE)'s Salvaguardia Imprese Fund (see MFFof November 30, 2021)— is also enriched with style content, in addition to sustainability-related content.
"We invited Paul to join this venture for which, given his sartorial background, he seemed to be perfect," CEO Giorgio Brandazza told MFF. "He wanted to work on the quality of the products and so all the savoir-faire of the Corneliani workers was put at his disposal, because he wanted to rework the archetypes of the male tradition —such as blazers, jackets, shirts— category by category. For now, we are very satisfied and there will definitely be an encore next season, after which I hope it can become a long-term partnership". Evoking the Mediterranean summer, suits and tailored garments are reworked with an informal approach that simplifies lines with a casual attitude. Premium fabrics, sophisticated hues and classic motifs are combined in youthful and versatile looks, adapting to different contexts. However, the collaboration with the creative is just one of the many projects put in place to relaunch the company.
"This season we presented a collection focused on the world of ceremonies that was very well synchronized with the recovery of this sector and was therefore particularly well received," Brandazza continued. "We are very ahead in the plan we had in mind, so we are satisfied. Obviously, we would like to get back to pre-pandemic size, and we have been working on several geographic areas to return to previous levels. We are well positioned in Eastern Europe, despite the ongoing conflict, and in Italy".
"Now we are focusing on a strong recovery in the US, a market that works very well, but in which our profile is much more linked to sportswear," and a rebound in the Middle East, especially in the Emirates, which have been affected by discontinuities that the company is trying to address. "We also have an important project in the making in China, where we are active with about 10 stores and we are negotiating with a couple of potential partners to develop a strategy," Brandazza concluded.
(Source:Class Editori)
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