Collini Milano 1937 Creates A Provocative Campaign

Collini Milano 1937 Creates A Provocative Campaign
Collini Milano 1937 Creates A Provocative Campaign

The past 8 months have presented numerous unique challenges for the luxury apparel industry. All these challenges have been compounded by most firms steep operating costs. In Italy, in particularly, luxury fashion apparel brands are not only using the best raw materials but rather have highly skilled craftsman on staff and very little ( if any) outsourcing.

Since the pandemic, international travel, which once played a vital role for buyers and journalists to review fashion week has suddenly been curbed to the bare minimum. This season in particular, you might have noticed that events and shows have been showcased in a remote fashion. More to the point, the few in-person presentations and events had practiced social-distancing— by creating modified event spaces to adhere to strict safety guidelines.

Despite these setbacks, one of the most important lessons that I learned this year is that you have to prepare new strategies to keep the hustle moving forward. Forthright fashion brands have proven that you have less to lose if you make more than adequate preparations to take on today’s challenges.

Alongside these cultural shifts, the luxury fashion business is seeking ways to build creativity under extraordinary circumstances. The silver lining is that people are working together to help one another. In a sense, the pandemic has taught mankind to be human again. This assurance of bonding together equips the fashion industry, in the face of limited resources, with an arsenal of support for one another.

The success of Italian fashion house Collini is no coincidence. In a word, Italy is no stranger to hardship, and Carmine Rotondaro CEO and Creative Director of Collini, embodies a resilience that stems from a willingness to create luxurious and sexy style; so much so that the brand has been able to surmount even the toughest of obstacles.

With travel restrictions likely to stay in place until the end of the year. creatives were forced to sink or swim. COLLINIi on the other hand, chose to create a modified speedboat to whip through the turbulent times with a tour-de force to the likes the fashion world has never witnessed before.

“Our collective experience has revealed a common destiny, a shared responsibility, a connected humanity. With the awareness that the simple pleasures of life are the most precious. And a new priority: to add beauty and gratification to everyday life.”

With this in mind, COLLINI wants, in its own way, to contribute to this new mindset, providing the simple pleasure that derives from dressing in superb materials and fabrics, allowing the creation of a distinctive and personal identity to be savored in solitude or with company, as well as on the public stage.

COLLINI in its own way contributes to this new mindset, providing the simple pleasure that derives from dressing in over the top fabrics and styles, allowing the creation of a distinctive identity to be savored in solitude or in intimate company, as well as on stage.

For spring/summer 2021 the collection was inspired by the childlike joy of a traveling circus, complete with imaginary creatures who inhabit this new reality. Stylized animal prints and textures become new classics, from the logo subtly integrated between black zebra stripes on gutsy green and leopard spots on bold turquoise to luxurious golden crocodile jacquard. In a word, the dichotomy within the artistry of the collection is where couture meets street.

COLLINI in its own way contributes to this new mindset, providing the simple pleasure that derives from dressing in over the top fabrics and styles, allowing the creation of a distinctive identity to be savored in solitude or in intimate company, as well as on stage.

For spring/summer 2021 the collection was inspired by the childlike joy of a traveling circus, complete with imaginary creatures who inhabit this new reality. Stylized animal prints and textures become new classics, from the logo subtly integrated between black zebra stripes on gutsy green and leopard spots on bold turquoise to luxurious golden crocodile jacquard. In a word, the dichotomy within the artistry of the collection is where couture meets street.

NO ONE IS INNOCENT

I recently had the privilege to speak with Carmine Rotondaro CEO and Creative Director of Collini Milano 1937 about how during the pandemic, the luxury apparel brand empowered the digital marketing tools to amplify the messaging across web and social media channels, how the provocative campaign aimed at bringing to the surface all that’s within mankind and why with his newly launched Caffe’ Rivoire, he aims to bring back the splendid tradition of literary cafés, as places where intelligence and fashion can engage in an accessible and stimulating environment!

Carmine Rotondaro
Carmine Rotondaro

Joseph DeAcetis: In your words, talk to Forbes about why you launched the ” No One Is innocent” Campaign? 

Carmine Rotondaro: Collini is based on the idea that fashion should be unapologeticallyglamoholic. We like to dress instinctual chameleonic creatures with distinctive personalities who love to shine and express their unique self, whether they are in a private setting or on a public stage. With this in mind we created “No One Is Innocent”, a provocative campaign aimed at bringing to the surface all that’s within us, from our deepest desires, to our imagination and human needs, including our own flaws. It’s a celebration of who we are as a whole.

Joseph DeAcetis: How did you use your unique creative spin in presenting the Collini collection during this remote fashion season?

Carmine Rotondaro: We empowered all our digital marketing tools to amplify the messaging across our web and social media channels. We shot a short film to convey the messaging of our campaign “No One Is Innocent”. At the same time, while practicing social distancing and taking all the necessary precautions, we showed privately the new collection in Milan. For the occasion we “dressed-up” the windows of our flagship store in Via Santo Spirito with props and prints that celebrate the “urban animal” within us, a homage to the civilized woman and man that are still connected with their wild self.

Joseph DeAcetis: What trends are you displaying in the new collection: colors, fabrics, silhouette…

Carmine Rotondaro: With the awareness that the simplest pleasures in life are the most precious, we designed a very tactile collection that is pleasurable to the senses. Stylized animal prints, from zebra stripes to leopard spots in lurex, cotton and leather are mixed with bright greens, turquoises and gold. This season the Collini man wears techno anoraks complete with removable spiked shoulder chains and matching face masks over surprising silk trousers and leopard striped sneakers.  Always keen on mixing Haute Couture with street style he loves showing off tuxedo jackets paired with soft suede jogging pants. On the other hand the COLLINI woman, who never shies away from her love for the spotlight, enjoys bronze colored gowns matched with contrasting satin shorts and metallic spiked boleros. Her pièce de résistance is a jacquard pantsuit featuring 3D animal prints, the result of an ongoing research on fabrics that never fails to seduce her admirers.

Joseph DeAcetis: You recently offered the Rivoire, a famous Caffé in Piazza della Signoria, that you own, to host the first class for students of the local University studying “Fashion System Design.” Why was this initiative so important to you?

Carmine Rotondaro: When I acquired the prestigious Caffe’ Rivoire, my goal was to bring back to life the splendid tradition of literary cafés, as places where intelligence and beauty can meet and engage each other, in an accessible and stimulating environment. “Long live culture, long live Rivoire!” was my jumping off point.

I want to surprise Florence and all its lovers around the world with a calendar of high-profile initiatives that tie fashion with the arts. I believe Rivoire’s newly restyled setting and legendary chocolate are going to be an irresistible combination.

sourceJoseph DeAcetis for Forbes.com