HUB Style #02-2025 - UK version

TECHNOLOGIES, TRADITIONS, STORIES

“What is the impact of technologies like Augmented Reality (AR) or Virtual Reality (VR) on shopping? Are customers seeking more interactive experiences, even in physical stores?” For the first time, within our exclusive and long-awaited survey “100 Points of View”, dedicated to as many fashion sector retail stores, we’ve introduced a specific question on new technologies, including AI.

New technologies are transforming shopping experiences, both online and in physical stores, offering more interactive and immersive ways of engagement. Augmented Reality (AR) allows for virtual try-ons for clothing, accessories, and makeup, as demonstrated by brands like Zara, Gucci, and Sephora in their apps and stores. Virtual Reality (VR) takes the experience to the next level, allowing people to visit digital boutiques or attending fashion shows in a virtual environment. Innovation is also leading the way in physical stores. AR mirrors, used by H&M and Uniqlo, show how a garment would fit without trying it on. Nike and adidas utilize AR to tell the stories on their products or reveal technical details in real-time. Luxury brands such as Balenciaga and Louis Vuitton are experimenting with virtual showrooms, offering exclusive 3D experiences. However, in the multi-brand landscape, the focus still lies on the in-store experience and the relationship with the staff, while AI, AR, and VR are still not central. Instead, multi-brand voices confirm that social media continue to be the perfect virtual showcase for gaining exposure but also essential tools for amplifying physical visibility and interacting with customers.

In addition to this, there are many inspiring ideas that emerge from this second issue of HUB Style, which, as usual, is mainly dedicated to women. Fashion has always found in women an inexhaustible source of inspiration, creativity, and innovation. Throughout history, women have played a fundamental role in the industry, not only as icons of elegance but also as designers, entrepreneurs, and leaders capable of redefining aesthetic and cultural standards. This issue also includes a special feature on a garment that is undoubtedly significant and widely present in the women’s wardrobe: the coat.

All of this is enriched by our usual columns and in-depth features dedicated to entrepreneurial stories and brands that deserve to be told and valued in both form and substance, as is the appreciated tradition of HUB Style: such as RRD, which celebrates its first 30 years.

BENEDETTO SIRONI

Publisher: MagNet S.r.l. SB Editor-in-Chief: ANGELO FRIGERIO Editorial Director: BENEDETTO SIRONI

Editors: VALERIA ONETO, SARA FUMAGALLO, MARIA PINA CIUFFREDA, ALESSANDRO MARRA

Project Manager: CRISTIANO ZANNI

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ELEGANCE TRANSCENDING TIME

A fusion of vintage aesthetics and artisanal craftsmanship. The new Sézane x Lucía Vergara collection is born from the natural connection between Morgane Sézalory and the designer of the Après Ski brand, merging two worlds driven by the same passion for travel and creativity. A tribute to authenticity and timeless beauty. Infused with vibrant colors, intricate embroidery, and fine fabrics, the collection includes 30 limited-edition pieces, some for children, as well as a selection of home items, designed to captivate anyone wanting to bring a bit of that magic into their daily lives.

THE NEW FRONTIER OF SUSTAINABLE DESIGN

Blauer USA and Pirelli have launched a capsule collection celebrating the meeting of two iconic brands known for their cuttingedge approach to innovation and design. The Blauer x Pirelli collection, composed of four exclusive gender-neutral outerwear pieces, is the result of an unusual fusion between Blauer’s technical functionality and Pirelli’s passion for design and performance, with particular attention to sustainability.

HELLO LOVE, HELLO

Sara Lorusso’s project “Ciao amore ciao,” in collaboration with Momonì, celebrates the female body as a storyteller of intimate and emotional stories. Through poetic ima gery, Lorusso explores the skin as a language of universal experiences. The exhibition, which debuted on February 13 in Milan, promotes diversity and inclusion, with the proceedings from the photographs going to Mama Chat, an initiative supporting women in difficulty. The project will also be displayed in the Momonì boutiques in Milan, Bologna, and Florence.

UNDER THE SIGN OF “WILDERNESS”

UGG and sacai have presented the second chapter of their collaboration, unveiling three new footwear models in an innovative blend of comfort and elegance. Chitose Abe, designer and creative director of sacai, merged the essence of UGG with her vision of hybridization, creating iconic footwear enriched with a sophisticated touch. Inspired by nature and “wilderness,” Abe played with distorted and oversized silhouettes, bringing a mix of freedom, naturalness, and nonconformity to the runway. Moccasins and hiking boots, with shearling details, were paired with enveloping and folded garments, creating entirely new pieces.

EXPLORING THE POETRY OF THE EVERYDAY

On its 60th anniversary, K-Way celebrates its iconic journey into the world of practical and functional clothing with a global exhibition that reveals the hidden poetry of the everyday. “In Y/ Our Life – The Hidden Side of Everyday Things,” opening on February 25, 2025, at the Museo della Permanente in Milan, offers a fascinating journey through historical archives, design, and contemporary art. The project explores the deep connection between K-Way and other brands that symbolize daily life, such as Bic, Polaroid, Moleskine, Bialetti, and many more, which have shaped our routines.

THE BEST MATE FOR EVERY HIKE

P448 renews its collaboration with Vibram, the world leader in high-performance sole production, presenting two new variants of Monalea, the iconic hybrid hiker-sneaker that blends the spirit of trekking with urban comfort. The new colors—Blue Colarl, Halfmoon Fish, Giant Red, and Nautilus—evoke the power and beauty of the ocean, with vibrant and captivating tones, perfect for those wanting to stand out during outdoor adventures.

BETWEEN FAITH, REBELLION, AND REFLECTION

“Mercy” is the new collection by Gerrit Jacob for Fall-Winter 2025, exploring themes of faith, doubt, and rebellion through an aesthetic, religious, and spiritual fusion. Inspired by personal experiences with Christianity, the collection features pieces that mix reverence and subversion, reflecting on the struggle between traditional beliefs and disillusionment. The collection includes garments with distorted prints and saturated colors, symbols of an emotional journey of personal transformation. Combining contemporary craftsmanship with deep reflection on culture and spirituality, “Mercy” invites the audience to reconsider the value of traditions and the power of reinventing one’s path.

THE EXHIBITION THAT CELEBRATES SPANISH GENIUS

Milan is hosting an unmissable event for fashion and design lovers: the first solo exhibition in Italy dedicated to Cristóbal Balenciaga. The “Balenciaga –Shoes from Spain Tribute” exhibition, open at Palazzo Morando in Milan from February 21 to March 2, 2025, celebrates the 130th anniversary of the birth of the legendary Spanish couturier, highlighting his timeless modernity through a creative dialogue with the world of Spanish footwear. This is a unique opportunity, coinciding with MICAM and Milan Fashion Week in February 2025, to be immersed in the genius of a master who revolutionized the female silhouette.

FOR A SOPHISTICATED STYLE

Marella launches an exclusive capsule collection of blazers in collaboration with Emily Ratajkowski The collection, consisting of seven models, offers versatile solutions ranging from office wear to evening outfits, with details such as oversized fits and cut-outs. The colors range from classic black, blue, and white to natural tones, with a touch of bright red. Made of linen, denim, and nappa leather, the pieces reflect Emily’s sophisticated and independent style, a contemporary female icon.

THE EYEWEAR THAT UNITES DESIGN AND BERLIN CULTURE

AN EXCLUSIVE COLLABORATION FOR SPRING-SUMMER 25

This exclusive collaboration comes from the meeting of two fashion icons: Scholl’s iconic Pescura clogs and the elegant Gringo heel from N21. The result is a contemporary and feminine reinterpretation that combines elegance and practicality, characterized by an oversized buckle that adds a bold and distinctive touch. Offered in a timeless color palette, the shoes of the N21xScholl capsule collection are designed to suit any occasion, from beach vacations to sunny city days.

The Pescura Gringo sandals offer the perfect balance between style and comfort, making them the ideal accessory for the Summer 2025 season.

FROM THE TRACK TO THE STREET

Puma and BMW M Motorsport raise the bar for style and performance with a new collection that pays tribute to the iconic BMW M4. Combining the dynamism of motorsport with the appeal of contemporary streetwear, this collaboration is a perfect synthesis of innovation, speed, and design. The collection is inspired by the distinctive livery of the BMW M4, a symbol of power and speed that doesn’t go unnoticed. Bold graphics blend with clean lines for an aesthetic that expresses energy and movement. Key pieces, including hoodies, t-shirts, and shorts, are designed for those seeking versatility and comfort, offering optimal performance both on the track and in the streets of the city.

MYKITA and 032c have unveiled Bear, the fourth release of their exclusive collaboration. With its dynamic and futuristic design, Bear represents the essence of minimalist and refined aesthetics, crafted for a lifestyle that flows between day and night. Made of stainless steel, the eyewear features smooth, enveloping lines, perfect for combining durability and adaptability. Each frame undergoes over 80 manual processing stages, including the iconic patented spiral hinge, a symbol of the brand’s philosophy of technical elegance.

A NEW PROJECT IN ROPPONGI

Pleats Please Issey Miyake reopens with a new project designed by Japanese designer Nao Tamura in Roppongi, capturing the essence of the brand’s innovation and tradition. The store design, featuring a 25° angled line at the entrance, divides the space into four thematic areas: one dedicated to the brand’s more experimental proposals, one for product presentation, one for the concept and development of the garments, and one for direct customer experience. The entire space is inspired by pleating workshops, where each garment comes to life through meticulous and unique processes.

SANTONI INAUGURATES AN INNOVATIVE BOUTIQUE

For its 50th anniversary, Santoni has opened a new boutique in Milan, designed by Patricia Urquiola, at Via Monte Napoleone. Situated in a historic building, the boutique offers an immersive experience beyond shopping, with a workshop area for artisan demonstrations and a Bespoke space for footwear customization and exclusive services. The refined and welcoming space blends contemporary design with traditional craftsmanship, featuring a warm color palette and fine materials such as Italian marbles. This new shopping experience will be replicated in future flagship stores, including the one in New York.

VALENTINO OPENS A TEMPORARY FLAGSHIP STORE IN MILAN

Valentino opens its temporary flagship store in Milan, located at Via Santo Spirito 4, to provisionally replace the historic boutique at Via Monte Napoleone 20 while renovating. Spanning 800 square meters across seven floors, the space showcases men’s and women’s collections, Valentino Garavani’s accessories, and the brand’s fragrances. The Pavillon Des Folies, the Spring-Summer 2025 collection by Alessandro Michele, will also be available soon.

IXOS DEBUTS AT LA RINASCENTE WITH IT S CORNERS

Starting in February 2025, IXOS officially enters the world of La Rinascente, the renowned Italian department store, with the opening of exclusive corners in the historic locations of Milan, Turin, and Rome. This is a unique opportunity for the public to discover the brand’s new SpringSummer 2025 collection. The IXOS corners offer an immersive experience for those who conceive fashion as a personal expression. The SS 2025 collection celebrates individuality, offering sophisticated and original pieces that tell stories of uniqueness, inviting people to live each day as a stage of modern and timeless elegance.

JIMMY CHOO CHOOSES SCANDICCI FOR ITS LOGISTICS HEADQUARTERS

Jimmy Choo has announced the opening of its new supply chain offices in Scandicci, Florence. The new 3,000-square-meter building, spread over three levels, will house offices and warehouses, while a 2,600-square-meter basement will be dedicated to parking and technical areas. The architecture of the project integrates advanced materials and technologies, aiming to minimize environmental impact. Additionally, the industrial site chosen for construction was redeveloped, thus avoiding the use of new land and contributing to the renewal of the area.

STONE ISLAND REOPENS ITS FLAGSHIP STORE IN PARIS

Stone Island has reopened its flagship store in Paris, located at Rue St. Honoré 223, within a Haussmann-style building. Covering over 200 square meters, the store embodies the brand’s global retail concept, developed in collaboration with OMA/AMO, which emphasizes innovation and the use of cutting-edge materials, aiming to engage the community. To celebrate the occasion, Stone Island hosted an exclusive event at La Belle Epoque restaurant, where around 100 guests attended a performance by the jazz band BADBADNOTGOOD, followed by a dinner and DJ set by Sam Gellaitry.

TRADITION BECOMES ICONIC

A journey through Premiata’s legacy, from its artisanal roots to a vision of contemporary luxury that goes beyond sneakers, exploring the challenges and innovations that define the brand’s identity

by Valeria Oneto

Premiata embodies Italian craftsmanship excellence with a strong innovative drive, conquering international markets without ever betraying its roots. In this interview, Carlotta Mazza, sales & marketing director, shares with Hub Style her vision for the future from expanding into emerging markets, to new collections focused on sustainability, cutting edge design, and sustainable luxury. This is a journey through the rich history of the Marche based company, offering an in depth analysis of how Premiata aims at tackling global market challenges while preserving its uniqueness and its very own deep connection to tradition.

Premiata is a brand with over a century of artisanal tradition. How would you describe its evolution from the historic workshop in Montegranaro to the established global presence it has today?

We believe our brand is a perfect example of how heritage craftsmanship can evolve over time without losing its identity. Our family’s history was born in Montegranaro, in the

vision. It was our ability to merge tradition and experimentation that finally marked our evolution: artisanal quality, which is our dna, has been enriched with stylistic research, advanced technologies, and above all, a strong creative drive. Today, Premiata is a global brand, recognized for its distinctive and excellent design that, however, stays true to its origins.

The FW 25 collection draws inspiration from Shackleton’s legendary expedition. How has this epic narrative translated into the stylistic and conceptual details of the collection?

The FW 25 collection by Premiata takes cues from Shackleton’s legendaryexpedition,transformingvaluesofresilience,leadership, and courage into a distinctive aesthetic. Robust materials, lived-in finishes, and refined craftsmanship evoke the extreme challenges faced by the crew, while silhouettes and technical details reference the explorers’ gear. Every element of the collection tells the story of this epic adventure, balancing functionality with contemporary style, celebrating the spirit of adaptability and determination that made that expedition immortal.

Over time, the Premiata logo has become iconic. What is its deeper meaning, and what message does it aim to convey to the public?

It is a design that is difficult to define, a kind of cross with two downward rays, recalling an oriental character. This symbol exists in Japanese script and is part of the country’s complex alphabet, representing the sound “ho.” Alone, it has no precise meaning, but when combined with other symbols, it can refer to concepts such as “day,” “time,” or even “human being.” My father, Graziano, our creative director and ceo, has often stated that Premiata aims to “break conventions,” go “beyond taboos,” and represent freedom. In this vision, the logo could represent

A shot from Premiata’s SS 25 collection

Carlotta Mazza: sales & marketing director

To the right, an image of the summer collection featuring a complete total look, including bags and backpacks. Below, glimpses of the artisanal production process

an outward explosionsomething breaking apart, transforming. The company’s goal is to “project beyond” and anticipate the future. That symbol seems to push forward, almost urging a sense of movement. Perhaps the true meaning of the Premiata logo lies in the fact that it defies interpretation.

How did Premiata close the financial year 2024?

Premiata closed the year on a positive note, meeting expectations. In 2024, the revenue continued to grow, solidifying the expansion trend of recent years. Key growth indicators are aligned with our forecasts, reflecting a strengthening domestic market and robust international expansion. Our business strategies have ensured sustained demand and an increasingly strong positioning within the industry.

What percentage of your business comes from the Italian market versus international markets? Are there emerging regions where you are increasing investments?

Our business is heavily international, with 70% of our revenue coming from global markets and 30% from Italy. We are witnessing particularly interesting growth in Europe, Türkiye, and Southeast Asia, with a strong focus on South Korea regions that are emerging as strategic hubs for further reinforcing our global presence.

Your premier footwear line pays hom age to Italian artisanal excellence. What technical and stylistic innova tions define this collection, and how does it stand out within the luxury footwear landscape?

These products are the true essence of Premiata, the premier line rep resents a perfect fusion of tradition and innovation. While maintaining the rigor and excellence of Italian craftsmanship, it stands out for the use of cutting-edge mate rials and modern stylistic solutions. This com bination of quality, functionality, and innovation allows us to be positioned as a luxury brand that not only cele brates craftsmanship, but also anticipates the needs of a global market increasingly focused on the pursuit of the new.

Premiata’s entry into the apparel segment marks a new milestone. What are the guiding principles behind this evolution, and how does it fit into the brand’s overall vision?

We are reaching a pivotal stage in our journey of evolution and growth. This new phase is based on essential principles: maintaining the artisanal quality that has always allowed the brand to stand out, innovating in shapes and materials, and responding to the needs of a global clientele that is not just looking for a product, but for an experience and a whole stylistic identity. We have developed a collection that amplifies Premiata’s distinctive aesthetic with a cohesive vision of contemporary elegance and functionality. This evolution aligns with our broader brand vision we don’t just want to be a footwear brand; we strive to be a lifestyle icon, offering a comprehensive proposition for discerning consumers. Our goal is to make Premiata a point of reference for those looking for a unique experience, blending fashion and performance while staying true to artisanal roots.

Distribution is a key strategic lever. How are you navigating sales channels, balancing direct retail, wholesale, and digital platforms?

Our primary sales channel remains wholesale, but digital platforms are becoming increasingly important, recording significant growth. Direct retail is also expanding: we recently opened new stores, including one in Türkiye, and will soon

launch a boutique in Paris. This strategy allows us to strengthen our direct relationship with customers and consolidate our presence in strategic markets.

The Premiata customer is demanding and qualityconscious. What are the key characteristics of this target audience, and how do your offerings evolve to meet their expectations?

We have built an increasingly loyal customer base, a clear sign that our product is appreciated by a discerning audience that values craftsmanship, innovation, and trends. This target seeks durability, functionality, and contemporary aesthetics, with a strong desire for exclusivity. Our collection is not just a product but an experience that embodies a sophisticated lifestyle. Moreover, our focus on customer service and personalization strengthens the bond with our clients, allowing us to meet their needs in a highly tailored way.

In a market where innovation is increasingly intertwined with sustainability, what are your priorities and the initiatives you have undertaken to merge aesthetics with environmental responsibility?

For us, innovation and responsibility have always gone hand in hand. We rely on a sustainable supply chain, where the excellence of materials and leathers is combined with greener production and sourcing processes, eliminating any form of waste. This means selecting suppliers who adhere to strict environmental standards, investing in low-impact technologies, and ensuring an ethical and transparent production cycle. Our goal is to

STEP BY STEP

The FW 25 collection by Premiata merges innovation, craftsmanship, and sustainability with a genderless aesthetic. Inspired by Shackleton’s expedition, it represents resilience and adaptability in urban life. The First Line pays homage to tradition with leather footwear, enriched with Vibram soles for a modern touch. The apparel line combines tailoring and functionality with technical nylon outerwear, sweatshirts, and t-shirts in premium fabrics. Knitwear in wool and silk completes the offering. Each piece reflects masterful craftsmanship and a commitment to excellence, reinforcing Premiata’s standing in global luxury.

From the SS 25 collection, women’s

merge aesthetics with responsibility, offering products that strike the perfect balance between craftsmanship, quality, and respect for the environment.

Looking ahead, what are your next growth objectives and the key challenges to maintaining your identity and success?

Premiata’s future aims for ambitious growth while staying true to its identity. We want to solidify our presence in new markets and expand our product and experience offerings. The main challenge is to maintain the balance between tradition and innovation, blending craftsmanship and sustainability with the demands of an evolving market. We will continue to invest in design and quality, remaining competitive without losing our essence.

Premiata is synonymous with excellence and research. How do you define premium luxury today, and how do you plan to express it in future collections?

Our vision of premium luxury combines quality, craftsmanship, and innovation to create products that go beyond aesthetics, offering authentic experiences. Luxury is not just about exclusivity; it’s also about sustainability, functionality, and attention to detail at every stage of production. For Premiata, it means merging tradition and innovation into bold designs, with impeccable craftsmanship and advanced technologies. Each product is more than just a fashion accessory it’s a symbol of a sophisticated lifestyle, deeply rooted in Italian heritage yet with a global perspective.

ankle boots with a distinctive “en pointe” shape and dark allure, alongside men’s black cordovan boots with Goodyear construction.

Women’s red laser-cut leather lace-ups from the SS 25 collection, alongside an image of the genderless nylon jacket inspired by the Shackleton expedition

Macron Clubhouse is the place that connects on and off the pitch, where sharing and team spirit follow performance and competition.

ANCIENT TRADITIONS

Ethical, responsible, and inclusive fashion exponents born from the creativity and strength of women, for women. More and more emerging brands are redefining the sector, placing values of sustainability and female empowerment at the forefront

di Sara Fumagallo

PAIRI DAEZA

It means “walled garden” in ancient Persian. And it is ancient Persia that inspires the brand. Pairi Daeza was founded in 2020 by the creative mind of Yasaman Rezaee and the entrepreneurial spirit of Nastaran Rezaee to create collections in collaboration with small communities of marginalized artisans living in Iran. A made in Italy and responsible brand, its vision is to reclaim a suppressed identity and an endangered heritage through Iranian art and craftsmanship. The result? A unique, hybrid, and unconventional fashion where the East meets the West, and mysticism blends with practicality. Slow processes are at the heart of the brand’s identity, which develops collections respectful of both the environment and people.

Instagram. @pairi_daeza pairidaezashop.com

ZAZI

Zazi believes in female empowerment. Founded in 2017 in Amsterdam by Jeanne de Kroon, the brand weaves cultures and traditions through narratives and designs co-created with communities of women-led artisans. Each collection celebrates the skill and creativity of those who weave, create, and transform materials, telling stories of inclusion, craftsmanship, and commitment to the environment. With an ethical and responsible approach, Zazi redefines the concept of luxury, placing respect for both the community and the planet at its core. During Milan Fashion Week, it presents an immersive journey that honors the art, heritage, and resilience of women artisans from around the world: The Voice of Craft Beyond Borders.

Instagram. @zazi.vintage zazi-vintage.com

HERITAGE BLEND

The timeless elegance of the coat finds a perfect balance between sartorial tradition and innovation, with a rapidly expanding global market celebrating contemporary craftsmanship.

di Valeria Oneto

The classic women’s coat represents an essential element in every woman’s wardrobe, combining functionality and timeless elegance. In 2024, this piece has garnered renewed attention, both for contemporary trends and the evolution of the global market. The AI 24/25 runways highlighted a return to classic silhouettes, enriched with modern details. Belted coats, even with contrasting leather, eventually became a must-have, offering a fusion of tradition and innovation. Neutral colors like camel, vicuña, black, and gray dominate the scene, while luxurious fabrics and minimalist lines emphasize discreet elegance. The global women’s coat market recorded significant growth in 2024. In the United States, the coats and jackets sector generated a revenue of $7.08 billion. In China, it reached $7.451 billion in the same year. Globally, the winter clothing trade is expected to reach $440.5 billion by 2030 (source: Alibaba). In Italy, the fashion segment experienced some fluctuations in 2024. According to the National Chamber

1 How did consumer preferences in the coat segment change in recent years? Which trends have most influenced your creative and production processes?

2 What is your primary target audience, and how do you interpret the style and needs of your female audience?

3

What are the design, fabric, and pattern trends for the upcoming seasons? Are you focusing on technological

innovations and/or a sustainable approach? What opportunities and challenges do you see in these choices?

4 Are external elements such as social media, e-commerce, climate change, and inclusivity redefining the women’s coat market? If so, how?

5 In today’s competitive market, what are your

MARIA GIOVANNA PAONE president KITON

1 Women interpret coats differently based on geographic areas, but for Kiton, it remains an essential piece, synonymous with comfort and elegance. We prefer kimono-style sleeves, wide or with dropped

of Italian Fashion (CNMI), the overall turnover of the sector is estimated at around €97.7 billion, with exports of Italian women’s fashion growing by 2.4%, reaching €10.2 billion (source: Milanofinanza). Italian sartorial tradition continues to be a pillar in the women’s coat sector. The brands interviewed in our survey represent the excellence of made in Italy. Kiton, a symbol of luxury Neapolitan tailoring, produces handmade women’s coats in cashmere and alpaca, while Tagliatore, an excellence of Italian tailoring, offers coats with clean lines and precious fabrics, synonymous with elegance and femininity. Paltó, on the other hand, reinterprets the classics with a modern style, maintaining high quality in fabrics and Italian manufacturing tradition. Meanwhile, Pérol combines Indian craftsmanship and contemporary design, creating women’s outerwear characterized by intricate embroidery and textures. Finally, Bazar Deluxe offers sophisticated prêt-à-porter garments, revisiting them with an essential style and refined details.

strengths in distinguishing yourselves and fostering customer loyalty? Can you share an example that expresses your brand’s unique value?

6 How important is storytelling in coat fashion? How do you convey values and traditions through your collections?

7 In a general overview of revenue trends,

shoulders, offering freedom of movement and versatility in pairings, from suits to oversized sweaters. We believe in generous volumes: overly fitted coats limit outfits, while spacious ones guarantee a perfect fit for every body type. The belted model, similar to a long kimono, adds charm and adapts to various physiques. We adapt weights and fabrics to climatic needs, creating variants in cashmere ranging from 200 grams to almost a kilo per meter. A coat weighing a kilo, made with four meters of fabric, expresses the craftsmanship and value of Kiton.

2

We target women aged 30-35 and older, who are aware and seek an authentic style, distant from fleeting trends. Our main demographic is women aged 40-45, who choose essential and refined pieces designed to accompany them over time.

3

Our trends focus on colors and fabrics, like Prince of Wales and houndstooth,

how significant has the coat category been for you? What strategies or external factors have had the greatest impact on results?

8 Looking to the future, what challenges and opportunities do you foresee for this sector? How do you think technological innovation and social changes will influence your upcoming collections?

giving coats a unique identity, both sporty and elegant, based on materials and color choices. This year, for instance, we introduced a coat with lurex thread, which has been very successful due to its discreet brightness while maintaining neutral tones. In terms of technology, we focus on artisanal tradition: we use few machines, favoring manual processing that reflects our sustainable approach. We employ pure raw materials, with very few petroleum derivatives, and our fabrics are washed naturally, as in the past, with water and without excessive use of resins or advanced technologies. For the upcoming season, we are inspired by the natural hues of wool, with colors ranging from the warm camel of vicuña to dark browns, even chocolate tones that give an elegant touch to the garments, especially for the evening.

4

The market evolves based on geographical differences. In Florida,

PINO LERARIO creative director TAGLIATORE

1

The coat for Tagliatore has always been one of our flagship products, and our offering, distinctive for tailored cuts and precious fabrics like wool, cashmere, and alpaca, has been appreciated by our clientele. Today, the volumes are even more oversized, and the models are designed to fit various occasions. Trench coats and robe coats remain highly loved, and we, of course, interpret them in the Tagliatore language.

2

We cater to a discerning audience: Tagliatore stands for relaxed and refined elegance, of which the coat is the perfect symbol. For the FW 25/26 collection, I designed an essential coat in form but rich in personality. Details like horn buttons and long-haired alpaca material suggest elegance about its character.

3

Our offerings include various designs, from sportier fits to more classic ones. We use noble materials, and the suppliers we work with are carefully selected. Today, sustainability must nec essarily go through producing pieces designed to last over time. The concept of “buy and discard” is far from our product. Certainly, innovation and research allow us to perform bet ter each time.

4

The market is un doubtedly evolv ing. However, for a brand like Tagliatore, rooted in Italian tai loring, the goal is to maintain a strong iden tity while engaging with the new needs of the au dience, both in terms of materials and an inclusive approach, reflected in our communication and fit.

5

It's true, the market is competitive, but we know how to stand out thanks to our offering, where tailoring, attention to detail, and the use of precious mate rials define who we are. Fur thermore, our strength lies in timeless elegance,

for example, lightweight, water-repellent cashmere is highly sought after, while in colder climates, we offer cashmere and silk puffer coats, merging luxury with functionality. This year, shearling is central: reversible and versatile, perfect for day and evening wear.

5

Our strength lies in quality, as my father used to say: "It’s not told, it’s demonstrated by facts." The actual proof is when the customer returns to buy the same model: it signifies that they appreciated our product and renewed their trust in us. Customer loyalty doesn’t come from social media, but from the real and tangible experience of the client.

6

For us, storytelling is synonymous with authenticity. We’ve chosen a minimal approach, far from clichés, to narrate the truth behind the scenes: our tailors, with passion, create unique pieces. We showcased this

capable of marrying tradition and modernity. An example? The double-breasted clean lines, impeccable construc-

A well-structured storytelling has the ability to transform a coat into a symbol of style and identity, but it’s not enough: authenticity, craftsmanship driven by experience and knowledge, along with creativity, are fundamental.

The coat contributes approximately 40% to our revenue, also thanks to our versatility in offering. We cater to various tastes and offer different fits, all united by the same impeccable quality that today’s conscious consumer recognizes in us.

We are keen observers of what happens both in the market and in terms of style, and we are aware that evolution is fundamental to meet needs, but we do not want to disrupt our philosophy or type of product.

essence at the Triennale in Milan and in Paris: young artisans share their journey, learned at our school. But the true story is experienced in Naples, where visitors discover the soul of our work, rooted in family values and the textile DNA passed down from our grandfather. Naples is part of our identity: authentic, creative, true. And that authenticity is reflected in every coat we make.

7

Classic fabric coats represent 25% of our revenue. If we consider the entire outerwear category, the percentage increases. The coat is also significant because, being a premium piece, it has a strong impact on turnover.

8

The coat remains a timeless piece, adapting to the seasons: from lightweight wool dusters to trench coats. Trends evolve, like when the coat was shortened to resemble a long jacket, but this piece remains central, as it defines and completes the look.

VIOLANTI brand manager BAZAR DELUXE

1

In recent years, we have seen an increase in demand for versatile coats that can be worn for various occasions, from work to casual events. Consumers seek quality, comfort, and timeless style. Trends like minimalism have influenced our creative process, pushing us to emphasize craftsmanship.

2 Our main target consists of modern women—professionals who are fashion-conscious and seek garments that combine functionality and aesthetics. To satisfy them, we focus on clean designs, elegant lines, and neutral colors, ensuring that each piece easily integrates into their wardrobes.

3

In the upcoming seasons, we will concentrate on innovative designs and distinctive details. We plan to use materials such as recycled wools and biodegradable

fabrics, while classic patterns like tartan will continue to play a key role. Sustainability represents a significant opportunity to attract a wider audience, but it also brings challenges in sourcing materials, costs, and design competition.

4

These elements are redefining the market. Social media allows us to detect emerging trends and communicate directly with our audience. The e-commerce has expanded our reach, enabling customers to shop from anywhere. Furthermore, concerns about climate change prompt us to reflect on how sustainable is our production. We are also broadening our size range and designing coats that fit various lifestyles.

5 Our strength lies in the combination of artisanal quality and sustainability, alongside an exclusive and timeless design. An example is our iconic coat, which has received excellent feedback for its versatile design and durability.

6

Storytelling is central to our approach. Each collection tells a story inspired by local traditions and craftsmanship, creating an emotional connection with customers. We share the origins of the materials, the artisans' stories, and the production process, making our pieces a choice that goes beyond fashion and engages customers in a shared culture.

7

The coat category has represented a significant part of our revenue, especially in the colder months. Targeted marketing strategies and collaborations with

1

In a world that celebrates speed, we choose slowness. “Simply slow” is not just a

slogan; it’s a philosophy of life: an invitation to slow down, reflect, and reconnect with what truly matters. Against the throwaway culture, we embrace the value of time, quality, and durability. We promote craftsmanship, mindful design, and attention to detail. Our manifesto is a hymn to the pursuit of authenticity, sustainability, and timelessness.

2

We target women and men, cosmopolitan citizens seeking simplicity and elegance. We appeal to a global audience sensitive to quality and in continuous evolution. We create ideas that meet the needs of a modern market without ever compromising on quality. Our community consists of confident and grounded individuals who prioritize essence over appearance, transforming each garment into a symbol of a refined everyday life.

influencers helped increase our visibility. However, fluctuations in raw material costs and climate variations have impacted sales.

8

In the future, we foresee various challenges, such as the pressure of new trends and the need to quickly adapt to changing consumer preferences. However, these challenges also present opportunities, as consumers are increasingly willing to support brands that stand out for their uniqueness and quality.

3

We focus less on trends and more on materials and shapes that challenge time. Every element is designed to withstand the test of time. Exclusive fabrics, micro-patterns, and sophisticated textures are carefully chosen, always in collaboration with our suppliers. 4 & 5. PALTò stands out for its consistency and dedication to creative quality. In a changing world, we remain true to our identity, prioritizing substance and aesthetic quality. We want our products to meet the needs of a simplified and cosmopolitan world, where fashion is also a cultural and emotional experience.

4 & 5

Paltò stands out for its consistency and dedication to creative quality. In a changing world, we remain true to our identity, prioritizing sub-

GRETA

LUCA PAGANELLI founder PALTÒ

ANEETH ARORA founder & owner PÉRO

1 Yes, I have noticed that people today no longer seek just basic pieces; they want artisanal, timeless items with a story that speaks of technique, origins, and the care with which they were made. Instead of buying many essential coats, they prefer to invest in special and timeless pieces.

2 The audience of Péro consists of people who love to know the story behind the garments they wear. These are women who want to feel beautiful, rather than simply look it. They choose our pieces for their craftsmanship and the value of the tradition they represent.

3

We are working on both fronts: sustainability and technological innovation. We firmly believe that craftsmanship can always surpass artificial intelligence. It’s a challenge, as there are no shortcuts: each piece is handmade, requiring many hours of work,

dedication, commitment, and, above all, a lot of love. Each season, we collaborate with weavers who create exclusive and high-quality fabrics for us, always using natural fibers. As for patterns, we range from tartans to textures and prints.

4

Yes, we are gradually introducing gender-fluid fashion lines with unisex forms and patterns. Additionally, we have always worked with natural artisanal fabrics, avoiding synthetic materials, in an effort to do our part for nature's preservation.

5

Our strengths are meticulous craftsmanship, attention to detail, and the playful component of our pieces. These features make people fall in love with our brand. Our ability to maintain consistent quality in “handmade” while always offering something new allows us to maintain a strong bond with our customers.

6 At Péro, every piece passes through the hands of different artisans, each leaving their imprint, their story. It is these stories that create an emotional connection with those who wear our garments. We convey values and traditions while staying true to our cultural heritage and always respecting those who, with their hands, create each piece.

7

The market's shift toward more conscious consumption has certainly favored us. Today, people seek unique pieces and want to know how and where what they garment was produced. Additionally, inclusivity has allowed us to broaden our audience by creating pieces suitable for a more diverse clientele.

stance and aesthetic quality. We want our products to meet the needs of a simplified and cosmopolitan world, where fashion is also a cultural and emotional experience.

The coat is the most important piece in the wardrobe, an element that protects us from the outside and defines our identity. It’s the garment that tells who we are.

The coat is our beating heart. We are moving away from the traditional idea of a collection, focusing on two distinctive projects: PALTò Fabbrica Capsule and PALTò Guardaroba Pop-up. Two micro-projects that combine form and material in a versatile way, adapting

8

I believe the industry has enormous potential. I foresee that soon the coat will become an essential item, just like a piece of jewelry that you never leave the house without. I think people will increasingly be willing to invest in a quality coat to pass down as a precious heirloom from generation to generation.

naturally to both informal and formal contexts. With PALTò Fabbrica Capsule, simplicity becomes thought: the goal is to balance lightness, functionality, and visual impact. PALTò Guardaroba Popup repositions timeless elegance with essential lines, a neutral palette, and meticulous attention to detail. We look to the future with the intention of proposing items that can accompany the coat, without discussing a “total look.”

8

Technological innovations do not touch the product itself, but what surrounds it. We believe in slow design, which prioritizes quality and substance, with a focus on improving every aspect of the product without compromising our philosophy.

A COSMOPOLITAN SOUL

Not just a store, but a reality designed to meet the needs of modern women. Bivia Boutique, season after season, has become a reference point for those seeking exclusivity, quality, research, and passion.

by Sara Fumagallo

When Paola and Igor decided to embark on a new journey in the fashion world in 2009, they had a very clear vision: to create a space that went beyond current trends, where style could express the authentic personality of every woman. A desire that, with passion and dedication, took life under the Bivia Boutique label. But behind this name is much more than just a store: there is a concept, a philosophy, a continuous search for quality and uniqueness that each customer can discover, season after season. At the heart of its philosophy is a constant quest for quality, tradition, and the beauty of "Made in Italy." It’s not just about offering trendy pieces, but about carefully selecting brands that collaborate with companies keeping the art of tailoring alive. A success story that made a second opening possible: after the first boutique located in the heart of Brera, the two owners opened a new space on Via Mascheroni, one of the most elegant and historically rich areas in Milan. We spoke with Paola Vazzoler, founder and owner.

Tell us briefly the story of Bivia Boutique. When and where was it born?

In 2009, in the heart of Brera, my husband Igor and I opened the first boutique. After this successful experience, we decided to open a new one on Via Lorenzo Mascheroni, 12: a concept store dedicated to those looking for a distinctive and never predictable style. The idea behind it is to offer a curated shopping experience, where each garment and accessory tells a story of quality, research, and personality.

How is the selection of brands made?

The selection of brands is driven by a careful search for quality, design, and uniqueness. Our goal is to propose emerging and established brands that share our vision of contemporary elegance, mixing craftsmanship, inno-

PANORAMICA

Boutique Name: Bivia Boutique

Owners: Paola Vazzoler and Igor Carola

Address: Via Lorenzo Mascheroni, 12 (20145) - Milan (MI)

Size: 100 m²

Website: biviaboutique.com

Instagram: biviaboutique

Top-selling brands: Antonelli Firenze, Chiemar, Chie Mihara, Circolo 1901, Co.Go, Del Carlo, Giada Curti, Gimo's, Gran Sasso, Kiltie, Max Mara, Orciani, Sartoria Latorre, Santoro, Via Masini 80

vation, and sartorial details. Each collection is chosen to offer something special to our customers, far from fast fashion and fleeting trends.

Who is the typical customer of the boutique?

Our customer is someone attentive to quality and details, who seeks exclusive pieces to express their personality through style. It's an audience that loves to stand out without ostentation, preferring refined and versatile pieces, perfect for a contemporary and adaptable wardrobe.

How do you manage to balance current trends with creating a distinctive identity for the store?

We follow trends with a selective eye, integrating only those that align with the aesthetics and values of Bivia Boutique. Our focus is not just on current fashion, but on a timeless style idea that can be reinterpreted with a contemporary twist. This allows us to create a strong and recognizable identity that goes beyond passing fads.

Milan is a city with a high flow of tourists. How does the store cater to both local and international customers?

It is a cosmopolitan city, and Bivia Boutique reflects this global spirit. Our selection of brands and products caters to both Milanese customers, who seek exclusivity and quality, and international visitors, who want to take a piece of Milan with them through unique garments and accessories. The boutique experience is designed to welcome each customer with personalized service, able to meet different style needs.

What are the future projects for Bivia Boutique? Are there any upcoming developments you can share with us?

The future of Bivia Boutique is focused on innovation and continuous research. We are working to expand our selection with new brands and exclusive collaborations, as well as improving the in-store shopping experience and support, which for us is and will always remain a great added value.

Some images of the interior and exterior of Bivia Boutique

Paola Vazzoler: founder e titolare

BENEATH THE SURFACE

The coat, always a symbol of charm and stylistic power, goes far beyond its practical function, representing a form of identity and social status

by Maria Pina Ciuffreda

Its evolution over time has told of deep cultural and social transformations, but also of complex meanings that go beyond its aesthetics. An emblematic interpretation of the link between the coat and social status is offered by Alberto Lattuada in the film Il cappotto (1952). The protagonist buys an overcoat that becomes his symbol of authority. However, when a beggar steals the coat, his social position disappears, revealing how appearance was the only true factor of acceptance in society. This example illustrates how fashion can serve as a mirror to social fragility. Another example can be found in Belle de Jour (1967) by Luis Buñuel. The protagonist, Séverine Serizy, wears a midi coat that seemingly expresses bourgeois conformism. Her choice to wear this formal garment becomes a perfect disguise for her desire to explore prostitution, a transgression that emerges in the less visible details, such as the contrast with the Yves Saint Laurent trench. The choice of the coat in this film is not accidental, but a means of portraying the complexity of the protagonist, torn between the appearance of a bourgeois woman and her more unconventional side. Fur, another historical luxury garment, has been a symbol of nobility but also of brutality, reflecting the contradictions of past eras. A dramatic example is seen in the film The Zone of Interest (2023) by Jonathan Glazer, where Hedwig, the wife of a Nazi official, wears a fur stolen from a deportee, conveying a disturbing sense of vanity tied to oppression and historical memory. In this case, the coat is not just a luxury item but becomes a symbol of unsettling power. In the contemporary context, the coat has lost its ability to define belonging to a social class, but it remains a “style elevator.” Even on the most casual days, a well-chosen coat can transform a mundane look into an expression of elegance, demonstrating its ability to turn a lazy outfit into a statement of class. The evolution of the coat as a symbol of modernity and status is also visible in its iconic reinterpretations. In 1966, Yves Saint Laurent redesigned the men’s coat for women’s fashion, creating a milestone for the emancipated woman of the 1960s. Worn by figures like Catherine Deneuve and Paloma Picasso, it helped redefine the concept of independence. Chanel’s maxi coat, introduced in the 1950s, is another example of an enduring icon. With its linear silhouette and clean design, made of tweed or wool, it represented timeless versatility, able to adapt to different occasions and styles. Its minimalist design redefined the idea of elegance, remaining a staple of the female wardrobe. In the world of bolder proposals, the leather overcoat by Dolce & Gabbana from the 1990s became a true icon. Inspired by grunge and futuristic aesthetics and made famous by the film The Matrix (1999), it embodied power, sensuality, and rebellion. Worn by models such as Gwyneth Paltrow and Linda Evangelista on the runway, it became a symbol of powerful femininity, standing out

for its provocative charm. Another legendary coat is the mink fur by Christian Dior, launched in 1947 as part of the New Look collection. Wide and luxurious, it represented opulent femininity and an assertion of extreme elegance. In 1981, Anne-Marie Beretta designed the coat 101801 for Max Mara, which quickly became a symbol of the brand. With its clean lines and impeccable proportions, it became a fundamental element in every wardrobe, thanks to its ability to adapt to different styles. This coat became synonymous with tailoring and savoir-faire, solidifying itself as a timeless must-have.

An image of the Icon Coat 101801 by Max Mara

M&A MARKET IN FASHION

The mergers and acquisitions segment in the fashion sector is preparing for a rebound in 2025, driven by the interest of private equity funds, more favorable valuations, and new expansion strategies for luxury brands by Angelo Ruggeri

The mergers and acquisitions (M&A) market in the fashion sector is gearing up for a 2025 marked by recovery and dynamism, after a 2024 characterized by a reduction in the volume of transactions. According to the report PwC Global & Italian M&A Trends in Consumer Markets e Outlook 2025, the number of deals in fashion decreased by 21.7% in Italy, dropping from 78 to 61 transactions, in the context of a general downturn in the M&A market in the country (-18%). However, signals for 2025 indicate a shift in trend with an increase in interest for strategic acquisitions.

Private Equity at the Forefront

A key role in the recovery of the market is played by private equity funds, which accounted for over 53% of the value of M&A transactions globally, compared to 42% of corporate deals. Among the most significant in 2024 were the delisting of Tod’s by L Catterton for over 500 million euros and the acquisition of 50.2% of the Autry brand by Style Capital. Acquisitions were not limited to the fashion sector but also involved eyewear, with EssilorLuxottica acquiring Supreme for 1.5 billion dollars. Meanwhile, Trussardi was acquired by the Miroglio Group, and Marco Bizzarri, former CEO of Gucci, entered the capital of Betty Blu, the owner of Elisabetta Franchi. L’Oréal, on the other hand, officially announced its entry as a mino-

rity investor in Jacquemus. The cosmetics giant signed an exclusive and long-term partnership with the fashion house, connecting two French icons that will empower each other, making their respective empires stronger and more impactful. This alliance marks a significant step for Jacquemus, which is expanding its offerings by entering the beauty sector with L’Oréal’s support. As stated in the announcement by the cosmetics company, the agreement involves L’Oréal acquiring a minority stake in Jacquemus, providing the capital necessary to launch a beauty product line under the creative direction of Simon Porte Jacquemus: a smart and strategic move that will allow the house to benefit from L’Oréal’s expertise and resources in beauty, accelerating its entry into a highly competitive market.

Acquisition Opportunities Due to Lower Valuations

The decline in luxury sales and the changing sentiment of investors have led to a reduction in valuation multiples, making the sector more attractive for acquisitions under favorable conditions. This scenario facilitated LVMH’s investment in Remo Ruffini’s Double R holding to strengthen its position in Moncler, and the takeover of Goldenpoint by OVS. In the watches & jewellery segment, international interest was shown through Richemont’s acquisition of Vhernier for 118 million euros and Watches

Palm Angels’ flagship store in Los Angeles

Versace headquarters in Milan, Skims’ advertising campaign, and exclusive and collectible products from Supreme.

of Switzerland Group’s acquisition of exclusive distribution rights for Roberto Coin for 130 million dollars.

Prospects for 2025

2025 began with major transactions such as Acon Investments’ takeover of True Religion and L Catterton’s entry into Kapital’s capital. Kidswear brand Bonpoint was acquired by the Chinese conglomerate Youngor Group, while Italian holding company J. Jardin acquired Hebe Studio and Nanán. Among the most anticipated deals is the potential sale of Versace and Jimmy Choo by Capri Holdings, with a strategic focus on Michael Kors. Golden Goose saw the sale of a minority stake to Blue Pool, while Permira took a 40% stake in K-Way. Kering also made strategic moves, selling 60% of luxury real estate assets in Paris to Ardian for 837 million euros.

Expansion into Food & Hospitality Sectors

A new emerging trend in the M&A fashion market is the expansion of luxury houses into the food and hospitality sectors. Kering purchased a historic property on Via Montenapoleone in Milan, while LVMH invested in the Parisian bistro Chez L’Ami Louis. This phenomenon reflects a diversification strategy aimed at strengthening the link between fashion, lifestyle, and customer experience.

Start-ups and New Record Valuations

In addition to traditional transactions, 2025 sees the growth of start-ups that have reached impressive valuations. Skims, Kim Kardashian’s brand, is valued at around 4 billion dollars, while Vuori, a sportswear brand, has reached a valuation of 5.5 billion dollars. According to the Fashion & Luxury Private Equity and Investors Survey 2024 by Deloitte, M&As in 2025 will increasingly involve SMEs in the sector, considered a pillar of the Italian and international economy.

Palm Angels Under Bluestar Alliance

The latest news, but not the least important: Palm Angels has been acquired by Bluestar Alliance, a New Yorkbased company specializing in brand management and commercialization. The luxury streetwear brand, founded by Francesco Ragazzi, now falls under new ownership, with Ragazzi announcing his departure from the label. The financial details of the deal were not disclosed. This acquisition follows Bluestar Alliance’s acquisition of Off-White, completed in November 2024. The brand, founded by the late designer Virgil Abloh, had previously been acquired by LVMH in 2021. Bluestar Alliance’s portfolio now also includes Scotch & Soda, Hurley, Justice, Brookstone, Tahari, Bebe, Kensie, Catherine Malandrino, Nanette Lepore, English Laundry, and Limited Too.

ELEGANCE THAT CHALLENGES PERFORMANCE

Macron Clubhouse revolutionizes the concept of clothing, combining innovation and Italian design. Drop 02, designed for winter, offers sophisticated garments that guarantee comfort and performance without compromise

In the fashion world, where aesthetics and functionality often seem to belong to separate realms, there is one reality that manages to skillfully blend both: Macron Clubhouse, the new lifestyle project by the eponymous brand Macron. Its collection stands out as a perfect balance between innovation and tradition, merging highly technical fabrics with refined Italian design. Sophisticated-looking garments where attention to detail, material quality, and performance optimization are the secrets that make this line a mul-

With its new collection, Macron Clubhouse reaffirms its commitment to exploring the boundaries of “Beyond Performance.” Where fashion stops, the brand’s philosophy begins: the perfect union of aesthetics and functionality. Each garment is designed to integrate into daily life, accompanying the wearer not only with style but also with unrivaled comfort. There is no longer any need to choose between the perfect look and the pleasure of feeling comfortable. Designed for the winter season, Drop 02 is enriched with unique outerwear. The star of the collection is the coat, available for both men and women, made from a combination of wool and neoprene that guarantees warmth and durability without sacrificing elegance. The lightweight yet comfortable padded jackets complete a line that invites wearers not to fear the cold. Dark tones dominate, with black as the common thread, complemented by navy blue for men and ivory for women. A refined and sober color palette that conveys discreet luxury and the modernity of a brand that makes

Some images from Macron Clubhouse Drop 02

NEW BALANCES IN FASHION

Changes in creative leadership and major corporate moves. Stylistic revolutions and financial operations are reshaping the global fashion landscape

by Angelo Ruggeri

The fashion world is undergoing a period of intense change, with shifts in creative leadership and new acquisition strategies. The appointment of Glenn Martens as the new creative director of Maison Margiela marks an important turning point for the house, while rumors are growing about potential acquisitions that could redefine the luxury sector.

Glenn Martens at the Helm of Maison Margiela

After weeks of speculation, the OTB Group officially confirmed Glenn Martens as the new creative director of Maison Margiela, confirming long-standing rumors. Martens succeeds John Galliano, who left the house last December after a decade as creative lead. Martens’ appointment represents continuity with the brand's innovative legacy. The Belgian designer, known for his avant-garde vision, has an impressive background, having led Y/Project for 11 years until the brand's closure in 2024. Martens will also retain his role as creative director at Diesel, another brand under the OTB umbrella. "After Martin Margiela and John Galliano, I am proud to have another couturier leading the maison," said Renzo Rosso, president of OTB.

Mario Arena Takes the Lead at Joseph The British brand Joseph is also changing creative direction, appointing Mario Arena, who will debut with the spring-summer 2026 collection. Arena will replace Anna Lündback Dyhr and Frederic Dyhr, who led the brand for the past four years. Coming from JW Anderson, where he was director of product and ready-to-wear, Arena brings with him solid experience with brands like Nanushka, Christopher Kane, and Celine.

Champion Puts Its Faith in Maurizio Donadi

The sportswear brand Champion has appointed Maurizio Donadi as its new creative director. A designer with a background between Los Angeles

and Italy, Donadi has worked for Giorgio Armani, Levi’s, and Ralph Lauren before founding his atelier Transnomadica, which specializes in revamping and reinterpreting vintage pieces. "Thanks to his ability to breathe new life into iconic brands with a sustainable vision, Donadi represents a strategic choice for Champion," said the brand, controlled by Authentic Brands Group.

Acquisition Strategies: Woolrich and Versace in Focus

In addition to stylistic changes, the fashion sector is witnessing new financial maneuvers. According to rumors, BasicNet might acquire the Woolrich brand for the European market, further consolidating its portfolio. In the luxury sector, the race for Versace is heating up. After Prada, Permira, and Marco Bizzarri, Renzo Rosso has also joined the list of potential buyers for the Medusa brand. American holding company Capri Holdings, the current owner of Versace, is considering various options for the brand’s future, including the sale of Jimmy Choo. The market hopes for a return of Versace under Italian ownership, but negotiations remain ongoing.

Sabato De Sarno Leaves Gucci

In another shake-up in the fashion world, Sabato De Sarno has announced his departure from Gucci after just two years as creative director. The news comes just weeks before the autumn-winter 2025 runway show, scheduled during Milan Fashion Week. The collection will be presented by the internal design team on February 25. Stefano Cantino, CEO of Gucci, thanked De Sarno for his commitment and respect for the brand's craftsmanship and heritage. Francesca Bellettini, vice-CEO of Kering, emphasized De Sarno’s loyalty and professionalism, announcing that a new creative director would be appointed in due course to continue Gucci's leadership in fashion and sustainable growth.

From left: Glenn Martens, Maurizio Donadi, Marco Boglione, Renzo Rosso, Mario Arena, and Sabato De Sarno

The new FW 25/26 men’s and women’s collection from RRD represents an innovative vision through a completely “Stitchless” capsule, without seams, to enhance quality, comfort, design, and style. The proposal includes the evolution of the patented SURFLEX technical fabric, made from 100% recycled polyamide thread. With a super matte appearance reminiscent of more traditional textures, it is compact, soft, and versatile ideal for creating elegant, easy-care, no-iron garments

A DREAM THAT STARTS FROM THE SEA

RRD has redefined the concept of performance and design, becoming a benchmark for enthusiasts. Today, 30 years after its founding, it celebrates three decades of passion and innovation

The story of RRD began in 1989, between Italy and Hawaii, when Roberto Ricci, driven by his passion for water sports, laid the foundations for a brand destined to make history. The first breakthrough came in 1994 when Ricci designed windsurf boards for Swedish sailor Anders Bringdal, who won a leg of the World Cup in Noumea, New Caledonia. However, it was in 1995 that everything truly began with a company dedicated solely to clothing: in front of the fireplace at via Belgio 14, three young Maremman entrepreneurs founded Montecristo Snc, which would later become RRD Spa. Among the many successes that marked the brand’s journey, the iconic “Maestrale” shorts stand out, which in 1997, without advertising or specific marketing strategies, became a must-have in Italian beach fashion. Starting in 2001, RRD reached new heights with the production of the first 150,000 pairs of swim shorts, while in 2012 the first wetsuit collection for water

TIMELINE >>

1989 RRD is founded between Italy and Hawaii

1994 Year zero

1995 Montecristo, named after the treasure island, is chosen by three young Maremman entrepreneurs to represent their dreams in the clothing world. First kiteboard and birth of s.n.c.

1997 The Maestrale is born: the shorts that immediately became an icon

1999 MPE Board Collection is a line of windsurf boards for waves that revolutionizes the international market.

2000 The first kite model looking to the future is born: the Type 4

2001 The first 150,000 swim shorts are produced

2010 Surfin’ Venice: the first demonstration parade attracting rowing enthusiasts from around the worldee

2012 The first wetsuit collection for water sports and the Winter Storm jacket are launched

2015 VThe SURFLEX fabric is patented and quickly becomes an icon of innovation

2016 The Chino Revo, made from SURFLEX, is born. The latest pants feature the internal elastic Waistflex, making them more versatile and customizable, redefining the concept of size

2017 CThe first Hydrofoil is introduced with the Y23 collection

2019 The quarter-century collection QCCRRD is created

2021 The flagship store opens in Forte dei Marmi

2024 The showroom on via Tortona in Milan is inaugurated

INTO THE FUTURE…

Stitchless technology redefines the boundaries of design in clothing, ensuring high comfort, greater durability, and a contemporary aesthetic

ALWAYS A STEP AHEAD

In the heart of Milan’s fashion and design district, specifically at via Tortona 31, the Tuscan company RRD opens its second showroom, alongside the historic location inaugurated in 2019. A 750-square-meter space, divided over two levels, adds to the previous 500, welcoming the brand’s collections not only for Italian clients but also for foreign customers, buyers, and journalists in reserved and specially arranged areas. The new venue also hosts events and presentations related to the company’s technological developments in fabrics, new projects, and live performances revolving around the world of fashion and the sea.

A NEW ERA WITH STITCHLESS TECHNOLOGY

In 2025, RRD prepares to celebrate its 30th anniversary with revolutionary Stitchless technology, a seamfree construction that promises unprecedented comfort and a contemporary aesthetic. Charting a new course for the future, where every product is not only functional but represents an innovation in design, durability, and comfort. Pants made with this technology revolutionize the concept of size, offering a more versatile and customizable fit. Thanks to the internal elastic WAISTFLEX, the brand has created a solution that perfectly adapts even to intermediate sizes, overcoming the constraints of traditional measurements.

sports was launched, marking the brand’s entry into a new sector. Simultaneously, CEO Roberto Bardini began revolutionizing the clothing landscape with an innovative approach, developing exclusive multi-layer fabrics with Lycra finishes, combined with minimalist designs and accessories suitable for both outdoor use and everyday wear. The result of this vision was the Winter Storm, a jacket that changed the rules of the game in Italian clothing. In 2015, SURFLEX arrived, an advanced Lycra that represented a true revolution in technical clothing, ensuring unprecedented freedom of movement. 2016 marked further evolution with the introduction of the Chino Revo, pants made from SURFLEX, and in recent years RRD has consolidated its presence by opening new spaces: in 2021, the flagship store in Forte dei Marmi and in 2024, the Milan showroom at via Tortona, 31. These developments mark an important step towards the internationalization of the brand. With 30 years of innovation and passion behind it, RRD is not just a water sports brand but a reference point for those seeking garments that combine functionality, comfort, and design. The company looks to the future with the goal of offering new opportunities for adventure while keeping alive the passion that has made it an iconic name in the world of fashion and the outdoors.

A MATTER OF (EST)ETHICS

Fur continues to be a distinctive element in the fashion world. However, its role has radically changed in recent years

by Maria Pina Ciuffreda

2025 marks a crucial crossroads in the fur industry, a sector that has always represented the epitome of elegance and exclusivity, but today faces the new demands of sustainability and ethics. The fashion industry is, in fact, grappling with how to reconcile the luxury heritage of real fur with the growing demand for more conscious, cruelty-free alternatives. Natural furs, once a symbol of status, continue to pique the interest of high-fashion consumers, but they are now at the center of a heated debate. While a niche group of buyers still prefers the timeless charm of authentic furs, these remain an exclusive option for a select few, and their production is increasingly regulated with the aim of reducing environmental impact. However, the real revolution lies in the innovation of synthetic furs. Advanced technologies have made these materials so realistic that it’s almost impossible to distinguish them from natural furs. Not only are they a viable alternative, but they also offer unparalleled versatility, fitting perfectly with the most modern trends without compromising the aesthetic of the garment. The material revolution is being spearheaded by emerging brands like House of Fluff and Stand Studio, which use bio-based fi bers and regenerated fabrics. The shift was symbolically marked in 2017 by Christopher Bailey’s farewell at Burberry, with Cara Delevingne walking the runway in a fake fur. Among the most emerging is AMF, a brand founded in 2024 by Alessandra Maria Frassinato that places sustainability at the heart of its creative vision, reflecting on the connection with nature and its essence. London was the first to declare itself fur-free, followed by many other capitals and California, which banned the production and sale of fur. This change is being driven by the increasing awa reness of consumers, who are becoming more conscious of ecological and social issues. Younger generations, such as Millennials and Gen Z, are particularly inclined to choose brands that demonstrate a commitment to sustainability, reducing their ecological footprint, and respecting animal ri ghts. These new purchasing habits are pushing fashion houses to respond with responsible sourcing policies and to embrace eco-frien dly solutions. The use of recycled polyester, biodegradable synthetic furs, and fibers derived from renewable materials is be coming more common, with the goal of combining luxury with responsibility. These efforts are a sign of “sustainable luxury” that meets the needs of modern consumers who are increasingly aware and eager to make ethical choices. The “fur-free” movement is gaining more global success. Organizations like the Fur Free Alliance, which push for the elimination of animal-derived furs, are gaining support from high-fashion brands, transforming the very concept of luxury. It is no longer just a matter of aesthetics, but of ethics. The eco-fur market continues to grow: according to Navio Tech, it is expected to exceed 200 million dollars

by 2026. The boom in vintage furs, supported by platforms like Vestiaire Collective, is also pushing towards a more responsible fashion. In Italy, 92% of the population refuses to buy from brands without clear ethical guidelines. Despite the growing consensus for synthetic alternatives, natural furs will not disappear from the market anytime soon. Some consumers continue to appreciate their intrinsic value, and historic brands like Fendi and Louis Vuitton are investing in more responsible sourcing practices, without compromising on the craftsmanship that sets them apart. In this evolving scenario, the fur trend finds itself at a crossroads between tradition and innovation. The demand for real fur is declining, but its production remains a symbol of priceless luxury, destined to remain in an exclusive niche. The challenge for the fashion industry will be to adapt to this new reality, without compromising on quality, craftsmanship, and heritage, but responding with awareness and innovation to the needs of the contemporary consumer.

An image from the collection Coll 00 AM FAKE by AMF

100 PUNTI DI VISTA

Now in its fourth edition, Hub Style Magazine presents an exclusive survey aimed at analyzing sales trends in 2024 and predictions for 2025. The spotlight is on retailers

by Sara Fumagallo

Our magazine, attentive and sensitive to retailers and their needs, has once again investigated the viewpoints of retailers regarding the past year. They are the essential link in the distribution chain, and even though we regularly give them a voice throughout the year, we wanted to carry out the “100 points of view” survey a 360-degree market research. In this fourth edition, 100 businesses were interviewed to analyze the past year's balance and prospects for 2025, new trends, challenges, and opportunities. With 2024 behind us, what is the sentiment of retailers? Here are the first 50 analyses, offering interesting insights for all industry operators.

1. END OF YEAR BALANCE AND FORECASTS

a) What was the sales trend in-store in 2024 (in %)?

b) What were the main factors affecting the sales trend?

c) What are your sales forecasts for 2025?

2. PURCHASE TRENDS

a) In 2024, how much did online sales contribute (in %) to your total turnover?

b) Have you noticed new trends in consumer purchasing behavior in the past 12 months?

c) Are customers more inclined towards “impulse buying” or do they prefer to reflect for a longer time, especially for high-end items?

3. CONSUMER

a) There’s an increasing focus on products made with eco-friendly/responsible materials. Did you notice this trend in 2024?

b) Are consumers willing to pay more for a “green” product, or do they still prioritize other factors?

c) Who is your typical customer?

4. SHOPPING EXPERIENCE

a) More and more, customers ask for personalized shopping experiences. How do you respond to this demand?

b) Do customers tend to research online before going to the store, or is in-store shopping still predominant?

c) What impact do technologies like Augmented Reality (AR) or Virtual Reality (VR) have on purchases? Are customers looking for more interactive experiences even in physical stores?

5. SOCIAL MEDIA

a) Which social media platforms do you use most?

b) Do you use them for direct sales, promotions, or simply to build your community?

c) Have you noticed an increase in engagement or sales from these platforms in 2024?

6. TRENDS

a) What were the main fashion trends in 2024 that generated the most interest and influenced product sales?

b) Which product categories saw an increase in sales in 2024? Which ones saw a decrease?

7. TOP SELLING BRANDS IN 2024

Please list the top 3 brands for each category:

a) Women’s Apparel

b) Men’s Apparel

c) Men’s and Women’s Accessories

d) Men’s and Women’s Footwear

8. BEST-SELLING BRANDS OF 2024

9. FINAL CONSIDERATIONS

SPINNAKER - ALASSIO (SV) CLAUDIO BETTI,

END OF YEAR BALANCE AND FORECASTS

1a. +2%

1b. Slowdown in the international context, offset by domestic sales both in-store and online. 1c. We expect a decrease.

PURCHASE TRENDS

2a. Between 30% and 50%.

2b. Increased online spending and stable offline sales. 2c. Reflective.

CONSUMER

3a. Very weak.

3b. Price is the primary factor.

3c. Our typical customer is a man or woman aged between 25 and 60, passionate about fashion trends and interested in product quality at a fair price.

SHOPPING EXPERIENCE

4a. Direct personal shopper-client contact. 4b. Online and physical stores are complementary. 4c. Yes.

SOCIAL MEDIA

5a. Facebook and Instagram.

DELL'OGLIO – PALERMO (PA) MARIO DELL'OGLIO, CEO

END OF YEAR BALANCE AND FORECASTS

1a. +8%

1b. A cyclical crisis in the high-end goods sector.

1c. No change from 2024 and a slight decrease expected.

PURCHASE TRENDS

2a. Between 10% and 30%.

2b. Both online and in-store sales of high-priced fashion products have declined.

2c. Customers prefer to think longer, especially for high-end items.

CONSUMER

3a. Yes, it's a consistent and current trend.

3b. Most consumers still prioritize price, brand, and aesthetics.

3c. We don’t have a specific typical customer, as our stores and items appeal to various types of people of both genders and all ages. Our typical customer is certainly trend-conscious, loves quality, and prefers high-end tailoring and prestigious brands.

SHOPPING EXPERIENCE

4a. We try to provide personalized service with appointment-based sales and a tailored offering for each customer.

4b. In-store shopping is still dominant at the moment. 4c. No, there’s no such request from our clientele.

CEO

5b. Promotions and branding.

5c. Stable.

TRENDS

6a. Quiet luxury and accessible fashion.

6b. Increase: clothing and sneakers. Stable: accessories. Decrease: luxury footwear.

TOP SELLING BRANDS

7a. Brunello Cucinelli (+); Miu Miu (+); Prada (=)

7b. Brunello Cucinelli (+); Tagliatore (+); Stone Island (=)

7c. Prada (=); Gucci (-); Miu Miu (+)

7d. Autry (+); Prada (-); Gucci (-)

BEST-SELLING BRAND

8. Prada

FINAL CONSIDERATIONS

9. Consumers are too confused by inconsistent and overly varied prices between luxury and accessible brands.

SOCIAL MEDIA

5a. Instagram.

5b. We use it for promotions and to build a loyal community.

5c. None, everything is stable.

TRENDS

6a. The main trends of 2024 were burgundy and brown colors, suede material, quiet luxury style, oversized bags, and ballet flats.

6b. No increase. Decrease: all product categories.

TOP SELLING BRANDS

BRAND BEST SELLER

8. Prada

7a. Prada (+); Gucci (-); Moncler (=)

7b. Prada (+); Gucci (-); Moncler (+)

7c. Dolce&Gabbana (=); Gucci (-); Prada (+)

7d. René Caovilla (=); Jimmy Choo (=); Prada (+)

BILLI 1926 – TORTONA (AL) PIERLUIGI BILLI, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. -15%.

1b. Negative factors that influenced the performance were the economy, e-commerce, and outlets.

1c. We hope for stability.

PURCHASING TRENDS

2a. We do not have an e-commerce.

2b. We have not noticed new trends in purchasing behavior.

2c. Customers are more oriented toward impulsive buying.

CONSUMER

3a. We have not observed particular attention to products made from eco-friendly/responsible materials. 3b. They prefer other variables such as price, brand, and aesthetics.

3c. Our typical customer is a man aged around 4060.

SHOPPING EXPERIENCE

4a. With continuous research and "tailored" service. 4b. For our customers, shopping in boutique stores is still predominant.

4c. Currently, our customers are not seeking more interactive experiences.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. We use them to build our community. 5c. Yes.

TRENDS

6a. We have noticed the country-chic trend. The most popular colors were light shades, browns, and blues. The most fashionable item was the suede jacket.

6b. Increase: knitwear and footwear. Decrease: outerwear.

BEST-SELLING BRANDS

7a. Non commercializziamo la categoria

7b. Fay (=); Manuel Ritz (=); Gran Sasso (+)

7c. John Peter (+)

7d. Munich (+); Dockstep (+)

BEST SELLER

8. Gran Sasso

CASTAGNO ABBIGLIAMENTO – BARGE (CN)

PAOLO CASTAGNO, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. -3%.

1b. Negative factors were numerous. First among them was the climate not in line with seasonal temperatures, as well as the disinterest in the clothing sector. People prefer spending money on food, travel, and entertainment.

1c. Stability.

PURCHASING TRENDS

2a. We do not have an e-commerce.

2b. We have not observed new trends in purchasing behavior.

2c. They are certainly more impulsive CONSUMER

3a. Yes, we also observe interest in products made from green materials.

3b. Price plays a significant role in the selection, so they are often inconsistent.

3c. We have not yet observed this trend.

SHOPPING EXPERIENCE

4a. With assisted sales.

4b. Generally, customers do online research before making purchases in-store.

4c. No, they do not seek more interactive experiences in physical stores.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. We use them to introduce our brand and products to as many people as possible. 5c. Yes, we have noticed an increase in engagement and sales.

TRENDS

6a. Higher volumes. 6b. Increase: clothing. Decrease: accessories.

BEST-SELLING BRANDS

7a. Barbour (+); Save The Duck (+); Circolo 1901 (+)

7b. Barbour (+); Circolo 1901 (+); Baracuta (-)

7c. Rains (=); Patagonia (=); Barbour (-) 7d. Non commercializziamo la categoria

BRAND BEST SELLER

8. Barbour

DIDI UOMO – ALBISSOLA MARINA (SV) PIETRO REBAGLIATI, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. +10%.

1b. The decision to focus on high-quality products has been positive.

1c. Our forecast is very positive.

PURCHASING TRENDS

2a. We do not have an e-commerce.

2b. We notice a lack of attention to online.

2c. Customers buy confidently if they trust the store.

CONSUMER

3a. It’s a false trend. If you want to be eco-friendly, you can’t do it in Bangladesh.

3b. They do not believe in green products.

3c. A customer who cares about the market, quality, service, and is tired of the sales gimmicks.

SHOPPING EXPERIENCE

4a. I don’t believe so.

4b. Absolutely not.

4c. The customers who love to spend well do not consider these technologies.

SOCIAL MEDIA

5a. Instagram. 5b. No.

5c. No.

TRENDS

6a. High-quality Made in Italy products. 6b. Increase: perfumes. Decrease: eyewear.

BEST-SELLING BRANDS

7a. Duno (+); Arovescio (+); Reign (+)

7b. Duno (+); Arovescio (+); Reign (+)

7c. Tbd Eyewear (+); Valsport (+); Farmacia SS. Annunziata (+);

7d. Munich (+); Valsport (+)

BRAND BEST SELLER

8. Duno

GINO BAUDINO – TORINO (TO) PAOLO BAUDINO, PARTNER

END OF YEAR BALANCE AND FORECASTS

1a. +3.6%.

1b. The favourable autumn-winter weather compensated for the negative results of the first real summer. Unfortunately, some of our supplier brands have become major competitors due to their aggressive policies on their respective e-commerce. Their discounts, even outside the sales period, are very painful for multi-brand shops.

1c. Our commitment will be for a substantial hold.

PURCHASING TRENDS

2a. Less than 10%.

2b. No.

2c. On average, the customer enters the shop already knowing what he needs.

Impulse buying, especially for men, is rare.

CONSUMER

3a. Unchanged approach.

3b. Few people choose the green product in the first place, even though the question of the origin of the materials used in the packaging is fairly widespread.

BOUTIQUE CANEPPELE – TRENTO (TN) MARIO CANEPPELE, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. +6%.

1b. We have focused more on accessories, which was certainly a positive factor.

1c. Stability.

PURCHASING TRENDS

2a. Less than 10%.

2b. We have not noticed new trends in purchasing behavior.

2c. Customers are more oriented toward reflective purchasing.

CONSUMER

3a. Yes, we have noticed particular attention to products made from eco-friendly/responsible materials.

3b. They prefer other variables.

3c. Our typical customer is a man or woman around 40 years old.

SHOPPING EXPERIENCE

4a. We focus on keeping the customer at the center of attention and providing excellent assistance and after-sales service.

4b. Many customers visit our site for information but finalize purchases physically.

4c. Not yet, but it is a point we are working on and developing.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. We use them for direct sales, promotions, and building our community.

5c. Yes, we have noticed an increase in engagement.

TRENDS

6a. Soft luxury.

6b. Increase: accessories. No decrease.

I MARCHI PIÙ VENDUTI

7a.

BRAND BEST SELLER

8.

COLOGNESE 1882 – MONTEBELLUNA (TV) PAOLO COLOGNESE, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. -8%.

1b. The main negative factor was high prices.

1c. We forecast a 20% decline.

PURCHASING TRENDS

2a. Between 30% and 50%.

2b. No, we have not noticed new trends in purchasing behavior.

2c. The customer is much more reflective.

CONSUMER

3a. Not for now.

3b. At the moment, they prefer other variables. 3c. Our typical customer is a contemporary man and woman between the ages of 35 and 55.

SHOPPING EXPERIENCE

4a. We offer a personal shopper service for those who wish.

4b. I would say it’s a 50/50 split. 4c. Not yet.

SOCIAL MEDIA

5a. Facebook, Instagram, and LinkedIn.

GIANNI ITALIA – MILANO (MI) MAURIZIO ITALIA, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. Stable.

1b. Positive aspects: product selection and professionalism. Negative aspects: too much confusion on the market.

1c. Working towards an increase.

PURCHASING TRENDS

2a. We do not have an e-commerce.

2c. Reflection and great attention.

CONSUMER

3a. Not so much.

3b. Careful about aesthetics and price.

3c. Our customer is a man of about 45 years old with a medium-high lifestyle.

SHOPPING EXPERIENCE

4a. Offering great professionalism, to which we being "Bottega Storica" are accustomed.

4b. Generally, yes.

3c. Our customers are 60% men and the remaining 40% women over 35.

SHOPPING EXPERIENCE

4a. With assisted personal selling and after-sales contact.

4b. Difficult to state a percentage but, especially for footwear, the consumer arrives already informed.

4c. Not here at the moment.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. We use them to build our community. 5c. Yes, we have noticed an increase in both sales and engagement.

TRENDS

6a. Sporty trends. 6b. Increase: sneakers/tennis shoes. No decrease.

BEST-SELLING BRANDS

BRAND BEST SELLER

8. Salomon

4c. Not particularly.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. To build our community.

5c. Not particularly.

TREND

6a. Quality.

6b. Increase: knitwear. Decrease none.

BEST-SELLING BRANDS

7a. Non commercializziamo la categoria

7b. Moorer

BRAND BEST SELLER

8.

5b. To make ourselves known and keep in touch.

5c. Slight increase.

TREND

6a. In ceremony the boho-chic alternatives. In sportswear the high-quality, high-performance materials.

6b. Increase: clothing. Decrease none.

BEST-SELLING BRANDS

7a. Woolrich (+); Gran Sasso (+); Barbour (+)

7b. Canali (+); Gran Sasso (+); Woolrich (+)

7c. Barbour (+); Rains (+)

7d. Flower Mountain (+); Blundstone (+); Saxone (+)

BRAND BEST SELLER

8. Barbour

7a. Max Mara (+); Alexander Wang (+); Moncler (+)

7b. Gran Sasso (+); Selected (+); Moncler (+) 7c. Givenchy (+); Tom Ford (+); Lanvi (+) 7d. Ugg (+); Autry (+); Salomon (+)

Herno (=); Nine In The Mornig (+); Barbour (+) 7b. Hindustrie (+); Herno (+); Nine In The Mornig (+) 7c. Orciani (+); Faliero Sarti (+) 7d. Autry (+); Flower Mountain (+); Birkenstock (+)

Autry

(+); Incotex (=); Kangra (+)

7c. Mc2 Saint Barth (+); Gallo (=); Restelli (+)

7d. Ortigni (+); Valsport (=)

Kangra

INCONTRI BOUTIQUE – MILANO (MI) FEDERICO GARDINI, AMMINISTRATOR

END OF YEAR BALANCE AND FORECASTS

1a. +2%.

1b. The positive aspects were the introduction of new brands and projects.

1c. We expect stability in sales.

PURCHASING TREND

2a. Between 10% and 30%.

2b. Customers pay a lot of attention to price.

2c. More reflection from the customer.

CONSUMER

3a. Stable trend.

3b. They continue to prefer variables like price, brand, and aesthetics.

3c. Our typical customer is a working woman between 40-60 years old with a strong interest in travel.

SHOPPING EXPERIENCE

4a. We offer attentive and professional customer service.

4b. Customers are more prepared thanks to online research, but the in-store shopping experience still

remains dominant.

4c. Low impact of AR. Our customers are not currently looking for interactive experiences.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. Social media is mainly used to build our community and drive sales.

5c. We have seen a slight increase.

TREND

6a. Ecological coats and jackets. 6b. Increase: coats. Decrease: skirts.

BEST-SELLING BRANDS

7a. Brunello Cucinelli (=); Max Mara (=); Fay (=)

7b. Non commercializziamo la categoria

7c. Brunello Cucinelli (=); Max Mara (=); Avenue 67 (=)

7d. Brunello Cucinelli (=); Panchic (+)

BRAND BEST SELLER

8. Herno

MARIO&SONS – SEREGNO (MB) ALBERTO PALEARI, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. -25%.

1b. The negative aspect was the lack of attention from customers in dedicating time to the fashion sector.

1c. We expect stability.

PURCHASING TREND

2a. Between 30% and 50%.

2b. Less spending online.

2c. In the mid-to-high range, purchases remain impulsive.

CONSUMER

3a. Not much.

3b. For now, they prefer price and quality, less the brand.

3c. Our typical customer is a 50% male and 50% female, between 25 and 65 years old, passionate about sports and travel.

SHOPPING EXPERIENCE

4a. Our staff assists customers at every moment of the purchase, striving to offer the best experience and satisfaction.

4b. Some check our website and then come to the store for the purchase.

4c. It's not yet a major trend.

SOCIAL MEDIA

5a. Facebook, Instagram, and TikTok.

5b. For now, it's only for our community.

5c. Yes.

TREND

6a. There hasn’t been a clear purchase trend from our customers.

6b. Increase: shoes and bags. Decrease: clothing.

PETER CI COMO – COMO (CO) MARCO CASSINA, OWNER & BUYER

END OF YEAR BALANCE AND FORECASTS

1a. +1%.

1b. High-end tourism helped us maintain the forecasts.

1c. We expect stability.

PURCHASING TREND

2a. Less than 10%.

2b. We observed an increase in the average receipt due to VIC (very important client) loyalty.

2c. In general, high-end customers still make impulsive purchases, but also based on the “relationship” with the salesperson/store.

CONSUMER

3a. We do not perceive particular sensitivity from consumers on this issue.

3b. Sustainability is a plus in corporate communication rather than in sales.

3c. Our typical customer is a man between 40 and 60 years old, intere-

sted in travel and sports. He focuses more on substance than appearance.

SHOPPING EXPERIENCE

4a. For 25 years, we’ve been organizing trunk shows in major global capitals, primarily in London, New York, and Los Angeles. We place great emphasis on the human relationship that forms and believe strongly in what is called "relationship sales."

4b. If there's a specific interest, customers search online; otherwise, they rely on the boutique. 4c. Not in our case.

SOCIAL MEDIA

5a. Instagram.

5b. We have a small community of loyal followers, mainly our customers, including foreign ones, who like following us for insights on new trends, colors, and shapes.

5c. We are in a stable period.

BEST-SELLING BRANDS

7a. Barbour (+); The Garment (+); Forte Forte (=)

7b. C.P. Company (+); Stone Island (=); Barbour (+)

7c. ATP Atelier (=); Furla (+); Barbour (+)

7d. Autry (+); Sebago (=); Flower Mountain (+)

BRAND BEST SELLER

8. Autry

FINAL CONSIDERATIONS

9. It seems that the new trend is returning to in-store shopping. Online shopping is becoming less credible due to continuous promotions and price differentiation from one site to another. There’s too much confusion.

ISELLA MODA – MEDA (MB) ANGELO ISELLA, AMMINISTRATOR

END OF YEAR BALANCE AND FORECASTS

1a. -7%.

1b. The main negative factor is the general concern over the global geopolitical situation, as well as the economic challenges.

1c. We expect stability.

PURCHASING TREND

2a. Between 10% and 30%.

2b. Increase in physical sales.

2c. More reflective purchasing, focused on consulting with staff

CONSUMER

3a. Continual attention, though not decisive during the purchase phase.

3b. It is considered but in a more holistic sense.

3c. Our typical customer is a man and woman aged 25-65 with moderate spending ability and an active lifestyle.

SHOPPING EXPERIENCE

4a. We train our sales staff (in terms of materials, style, and versatility) to provide all the necessary

information to consumers.

4b. Customers are updated thanks to online searches.

4c. Currently, we do not observe such needs.

SOCIAL MEDIA

5a. Facebook, Instagram, and TikTok.

5b. Both for building our community and informing about commercial initiatives.

5c. Not significantly.

TREND

6a. A trend toward softer fits, with a search for more relaxed fits without excessive volume.

6b. Increase: clothing. Decrease: none.

BEST-SELLING BRANDS

7a. Brunello Cucinelli (+); Max Mara (+); Moorer (=)

7b. Brunello Cucinelli (+); Moorer (=); Lardini (=)

7c. Non commercializziamo la categoria

7d. Santoni (-); Max Mara (=)

BRAND BEST SELLER

8. Brunello Cucinelli

OLIVARI MODA – BAGNOLO MELLA (BS) FEDERICA OLIVARI, PARTNER

END OF YEAR BALANCE AND FORECASTS

1a. Stable.

1b. Interest in mid-range clothing has slowed down: available budgets have shifted to other sectors, such as travel and dining. On the other hand, those who continue to choose high-quality clothing make more targeted and quality purchases.

1c. There seems to be a slowdown in both purchasing timing (ahead of the season) and in the price tag value, though we hope to be wrong in our forecast.

PURCHASING TREND

2a. We do not have e-commerce. 2b. No, we have not seen new trends in purchasing behavior.

2c. There’s no one-size-fits-all answer: some customers buy impulsively (usually very satisfied), while others require more reflection (in 80% of cases, they do not complete the purchase).

TREND

6a. Quiet luxury.

6b. Increase: casual clothing and tailored products, including formal ones. Decrease: formal ready-to-wear.

BEST-SELLING BRANDS

7a. Non commercializziamo la categoria

7b. Pescarolo (+); Mandelli (+); Canali (+)

7c. Non commercializziamo la categoria

7d Non commercializziamo la categoria

BRAND BEST SELLER

8. Mandelli

FINAL CONSIDERATIONS

9. Many brands have overreached in trying to cater to every type of customer, shifting from monobrand boutiques to outlets. The latter has negatively impacted the perception of the product's value.

PETRONIO – MANTOVA (MN) MAURIZIO CAMPAGNOLI, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. Stable.

1b. The positive aspect was definitely customer loyalty.

1c. We expect to confirm previous statistics.

PURCHASING TREND

2a. We do not have e-commerce.

2b. Nothing particular, just a steady influx.

2c. Our customers are reflective, with clear ideas.

CONSUMER

3a. We have not noticed this trend.

3b. They demand Italian-made quality.

3c. Our typical customer is a man and woman aged 30-70 years.

CONSUMER

3a. We have not noticed this trend.

3b. The choice of product is mainly based on brand affiliation, quality, and aesthetics.

3c. Our typical customer is a man and woman aged 40-50 years.

SHOPPING EXPERIENCE

4a. We believe in customer service as a distinguishing element: we create private appointments outside of regular hours and assist in creating looks and wardrobe curation.

4b. Recently, it’s a mix between independent research and the shopping experience, though the latter still dominates.

4c. Our customers enjoy trying on items in person.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. It is more of a virtual showcase.

5c. Instagram remains a platform that brings in new customers (even without paid ads).

TREND

6a. A well-tailored but more relaxed look, where overshirts, knitwear, and two-hole lace-up shoes have been winning categories, at the expense of formal wear and nylon.

6b. Increase: shoes and bags. Decrease: outerwear.

BEST-SELLING BRANDS

7a.

7b.

; Drumohr (+)

7c. Doucal’s (+); Orciani (+) 7d. Doucal’s (+)

BRAND BEST SELLER

8. Stone Island

– VALBREMBO (BG) ORFEO LUMINA, CEO

END OF YEAR BALANCE AND FORECASTS

1a. +12%.

1b. The positive aspects were the quality of service and communication.

1c. We expect stability.

PURCHASING TREND

2a. Less than 10%.

2b. Less spending online.

2c. They prefer choosing based on the information the consultant is ready to provide and inspire during the presentation phase.

CONSUMER

3a. No.

3b. They are more influenced by brand, aesthetics, and emotional involvement.

3c. Our typical customer is a man and woman between 40 and 60 years old who loves travel, food, watches, and luxury bags.

SHOPPING EXPERIENCE

4a. Appointment and dedicated space.

SHOPPING EXPERIENCE

4a. We respond to this request with tailored advice to meet the customer's needs.

4b. Our customers do not consider online shopping.

4c. We do not notice this trend.

SOCIAL MEDIA

5a. Instagram.

5b. We mainly use social media to keep

4b. Quite a bit, but for the high-end segment, they prefer the immersive in-boutique experience.

4c. Not at the moment.

SOCIAL MEDIA

5a. Facebook, Instagram, and TikTok.

5b. Both for direct sales, promotions, and building our community.

5c. Yes.

TREND

6a. No particular trend.

6b. Increase: shoes. Stable: clothing. Decrease: none.

BEST-SELLING BRANDS

7a. Max Mara (+); Dondup (+); Peserico (+)

7b. Tagliatore (+); Stone Island (=); Autry (+)

7c. Orciani (+); Zanellato (=)

7d. Autry (+); Doucal’s (=)

BRAND BEST SELLER

8. Autry

customers updated.

5c. No, we have not noticed any increase in engagement or sales.

TREND

6a. Updated classic.

6b. Stability for all our product categories, none have seen growth or decline.

BEST-SELLING BRANDS

7a. Gimo’s (=); Purotatto (=);

7b.

7c.

7d.

BRAND BEST SELLER

8. Montecore

MODAMICA

Weekend By Maxmara (+); Dondup (+); Aspesi (+)

Stone Island (+); Dondup (+)

Kangra (=)

Montecore (=); Rota Pantaloni (=); Canali (=)

Aquascutum (=)

Valsport (=); Ortigni (=); Voile Blanche (=)

PRINI 2 – SAVONA (SV) GIANCARLO DI MAGGIO, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. Stable.

1b. The trend for 2024 was stable, so there were no particular factors influencing the year.

1c. We foresee stability with a positive trend.

PURCHASE TREND

2a. Less than 10%.

2b. We noticed a trend towards a return to in-store shopping.

2c. Customers are reflecting more before buying.

CONSUMER

3a. No, I wouldn’t say so.

3b. Other variables such as aesthetics and product quality.

3c. Our typical customer is both male and female, with a wide age range.

SHOPPING EXPERIENCE

4a. We respond with tailored service to customers with personalized advice.

4b. The dominant shopping experience is in the boutique.

4c. Not with us.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. We use them for both promotions and as a showcase.

5c. I’d say no.

TREND

6a. Quiet luxury.

6b. Increase: bags and clothing. Decrease: footwear.

BEST-SELLING BRANDS

7a. Max Mara (+); Liviana Conti (=); Ballantyne (=)

7b. Gant (+); Ferrante (+);

Canadian (=)

7c. Orciani (+); Pinko (+); Michael Kors (+)

7d. Premiata (-); Premiata (+); Ash (-)

BRAND BEST SELLER

8. Max Mara

FINAL CONSIDERATIONS

9. Starting from the SS 25 season, our boutique will focus mainly on women’s fashion.

SIR ANDREW’S – CARPI (MO) MARCO SOLIERI, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. +8%.

1b. The weather, the desire to start buying again after slower years, and the return to stores.

1c. Stable.

PURCHASE TREND

2a. Less than 10%.

2b. Increased spending in-store.

2c. Customers prefer to reflect before making a purchase.

CONSUMER

3a. Many customers are not interested in eco-friendly materials.

3b. Other variables: not exceeding a certain price range for each item is essential.

3c. Our typical customer is both male and female, around 45 years old, with medium-high

spending power.

SHOPPING EXPERIENCE

4a. When requested, we try to satisfy customers with live sessions, videos, or private appointments.

4b. Customers often arrive at the store with clear ideas, having already viewed our website and social media channels. 4c. No.

SOCIAL MEDIA

5a. Facebook, Instagram, and TikTok.

5b. We use them both for online sales and to grow our community. 5c. Instagram is always the platform with the most interactions.

TREND

6a. A return to wool fabrics, ba-

sic sportswear is in demand, and the “death” of down jackets.

6b. Increase: sneakers, knitwear, jeans. Decrease: none.

BEST-SELLING BRANDS

7a. Non commercializziamo la categoria

7b. C.P. Company (+); Arovescio (+); People Of Shibuya (+)

7c. Non commercializziamo la categoria

7d. Autry (+); Premiata (=)

BRAND BEST SELLER

8. Autry

FINAL CONSIDERATIONS

9. We hope customers want to return to buying clothing in-store rather than online.

THE STORE – MILANO (MI) VEVA VILA, CO-OWNER

END OF YEAR BALANCE AND FORECASTS

1a. +5%.

1b. The search for new brands.

1c. A constant and moderate growth in sales.

PURCHASE TREND

2a. Less than 10%.

2b. Social media in our shop serve to communicate our exhibition spirit, color proposals, combinations, and new volume proposals. The customer realizes whether they like it through the feeling it creates.

2c. There are different types of customers: some come enthusiastic, searching for something that strikes them, while others are more reflective and insecure and seek approval from others.

CONSUMER

3a. Yes.

3b. So far, the quality of the product and attention to detail are still predominant.

3c. Our typical customer is both male and female, aged between 40 and 45 years, with interests in fashion, travel, sports, and art. They have an already established or growing professional lifestyle.

SHOPPING EXPERIENCE

4a. With enthusiasm. It’s one of our strengths.

4b. The information provided online encourages

customers to gather more details about the product, but a good salesperson enhances the experience.

4c. We have no elements to confirm.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. The main purpose is to create and maintain an informed community, but we also make direct sales.

5c. Certainly.

TREND

6a. Change in volume and increased attention to the weight of fabrics/yarns for comfort and milder seasons.

6b. Increase: trousers and knitwear. Decrease: accessories and shirts.

BEST-SELLING BRANDS

7a. Kujten (+); Nine in the Morning (+); Destin (+)

7b. Laneus (+); Tagliatore (+); Briglia 1949 (+)

7c. Ant45 (+); Destin (+)

7d. Autry (+); Moa Concept (+)

BRAND BEST SELLER

8. Laneus

VALTELLINI – ROVATO (BS) DIDI CORBETTA, CO-OWNER

END OF YEAR BALANCE AND FORECASTS

1a. +10%.

1b. The service we provide to customers, communication, and some leading brands.

1c. It would be nice to know. We have positive feelings, but who knows.

PURCHASE TREND

2a. Less than 10%.

2b. Most sales start with a phone call or a message on social media,

followed by sending photos and information.

2c. "I’m thinking about it" is always a classic in our work, though those who enter our store rarely leave without buying: they come well-prepared and with the intent to purchase.

CONSUMER

3a. It’s especially in logistics (biodegradable packaging, staggered shipments) that we finally notice

RAMBELLI – MILANO (MI) LUDOVICO RAMBELLI, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. +5%.

1b. A new awareness from the consumer who now seeks quality. 1c. A slight decline is anticipated.

PURCHASE TREND

2a. We don’t have e-commerce. 2b. A significant return to local stores, in contrast to department stores.

2c. Our customers are more knowledgeable and aware, which leads to a careful reflection before each purchase.

CONSUMER

3a. Not really, we’ve noticed attention to the quality of products and the search for made-in-Italy items.

3b. Consumers seem more willing to invest higher amounts, provided companies don’t engage in gre-

END OF YEAR BALANCE AND FORECASTS

1a. -10%.

1b. Negative factors included discounts and e-commerce: sales should be moved to mid-February, and companies cannot compete with online sales. We buy with high risks, they sell already profiting and competing with e-commerce.

1c. I don’t see anything that might give hope. Moving the sales at least 30-45 days later could help.

PURCHASE TREND

2a. Less than 10%.

2b. Customers noticed the price increases, often without reason. 2c. They are very attentive, and we are focusing on lesser-known brands that pay attention to Italian products and fair pricing policies.

CONSUMER

3a. Many customers care about ecology, but price is always essential.

3b. No.

it. We try to sensitize companies to reduce shipments, sending only complete series.

3b. Green issues are not particularly relevant.

3c. We have customers of all ages. Recently, we’ve had a lot of young people, and we even had a wonderful customer who treated himself to a rich outfit for his 90th birthday!

SHOPPING EXPERIENCE

4a. Listening to them and dedica-

enwashing.

3c. Our typical customer is both male and female, between 28 and 50 years old, more interested in the culture of dressing than trends. They live in the present while being mindful of the importance of the past.

SHOPPING EXPERIENCE

4a. True, we work as if we are each customer's personal stylist.

4b. In our store, the experience of discovering niche products selected every season remains dominant, while those coming for a well-known brand are usually already well-prepared.

4c. Not with us.

SOCIAL MEDIA

5a. Instagram.

5b. Both to build an organic community and for direct sales.

3c. We have four stores with age groups ranging from 20 to 60. Generally, we serve young people who are attentive to dressing well with some eccentric touch, to professionals who prefer "made-to-measure."

SHOPPING EXPERIENCE

4a. It’s essential to follow and pamper the customer, also presenting new brands. The goal is customer trust.

4b. In-store, the ability to follow the customer directly and personally remains an unparalleled value. The physical contact with the product, the ability to touch and try it, represents an experience no technology can replicate completely.

4c. Not yet, fortunately.

SOCIAL MEDIA

5a. Facebook and Instagram. 5b. We’re just starting, and we see some interest. 5c. Yes.

TWENTY BOUTIQUE – BORDIGHERA (IM)

LORENZO MARZOLA, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. +10%.

1b. The positive aspect was foreign tourism in the summer.

1c. We expect a decrease in winter and an increase in summer.

PURCHASE TREND

2a. We don’t have e-commerce.

2b. Slight decrease in online sales.

2c. Women are more impulsive, while men are more reflective.

CONSUMER

3a. Yes, we’ve noticed this trend.

3b. Yes.

3c. Our typical customer is a

ting ourselves 100% to them.

4b. Pre-purchase research is mostly done, but we continue to see a return to stores.

4c. For us, there is no impact.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. Mainly to build our community, with other activities being a consequence. Social media are an important showcase. 5c. Yes.

5c. Not a particular increase but a steady growth.

TREND

6a. A return to classic taste and sobriety, after the street style craze of recent seasons.

6b. Increase: accessories and knitwear. Decrease: outerwear.

BEST-SELLING BRANDS

7a.

7b.

7d.

BRAND BEST SELLER

8.

TREND

6a. The return to more comfortable trousers (1 or 2 pleats), and the double-breasted jacket has become important.

6b. Increase: trousers. Decrease: none.

BEST-SELLING BRANDS

7a. Herno (=); Ralph Lauren (+); Ibrigu (+)

7b. Berwich (+); Montecore (+); Incotex (-)

7c. Orciani (=)

7d. Botti 1913 (+); Panchic (+); Flower Mountain (-)

BRAND BEST SELLER

8. Berwich

FINAL CONSIDERATIONS

9. The unfair price increases and overly early sales might block the market.

woman aged between 30 and 40 who loves to travel and has medium-high spending power.

SHOPPING EXPERIENCE

4a. We focus a lot on quality and the customization of service.

4b. Fortunately, it is still dominant.

4c. No.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. To build our community.

5c. Slight increase in sales and engagement.

TREND

6a. Evolved sportswear and a

TREND

6a. Quiet luxury.

6b. Increase: knitwear and sweatshirts. Decrease: outerwear and accessories.

BEST-SELLING BRANDS

7a. Ralph Lauren (+); Herno (=); Fabiana Filippi (=)

7b. Stone Island (=); Ralph Lauren (+); Herno (=)

7c. Ralph Lauren (+); Orciani (+); Stone Island (=)

search for quality.

6b. Increase: cashmere knitwear and coats. Decrease: skinny jeans and down jackets.

BEST-SELLING BRANDS

7a. Liviana Conti (+); Scaglione (+); 8pm (=)

7b. Roy Roger’s (+); Scaglione (=); Gran Sasso (=)

7c.

7d. Non commercializziamo la categoria

BRAND BEST SELLER

8. Roy Roger’s

7d. Copenhagen (=)

BRAND BEST SELLER

8. Ralph Lauren

FINAL CONSIDERATIONS

9. We are expanding our fine perfume department, where we are seeing growth.

Barbour (+); Gloverall (=); Via Masini 80 (+)

Barbour (+); Santaniello (+); Daniele Fiesoli (+)

7c. Campomaggi (=); Alberto Luti (+); Barbour (+)

Non commercializziamo la categoria

Barbour

TAVAZZI LODI 1875 – LODI (LO) ANTONIO TAVAZZI, OWNER

Pinko (+); Ezcaray (=); Camerucci Archivio (-)

EREDI CHIARINI – FIRENZE (FI)

CARLOTTA CHIARINI, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. +7%.

1b. The positive factor was the increase in international clientele, while the negative factor was the geopolitical and climatic situation.

1c. We foresee a stable situation in 2024.

PURCHASE TREND

2a. Less than 10%.

2b. No.

2c. Impulsive, especially in the high-end range.

CONSUMER

3a. No, we have not observed this trend.

3b. They prefer other variables.

3c. Our typical customer is a male entrepreneur between 40 and 60.

SHOPPING EXPERIENCE

4a. Yes, we offer a customized experience tailored to each customer.

END OF YEAR BALANCE AND FORECASTS

1a. +3%.

1b. The positive aspects were the search for products, positive attitudes, and collaboration with suppliers.

1c. We forecast overall stability, possibly with a slight decrease.

PURCHASE TREND

2a. We do not have an e-commerce.

2b. Younger customers in stores. 2c. They reflect more than before and pay more attention to price.

CONSUMER

3a. Quite a bit, if the added value is explained, it is appreciated.

3b. They prefer aesthetics, the brand, the price, and also the fact that it's a responsible product.

3c. Our customer is an entrepreneur or professional, both male and female, around 40 years old, who loves sports, vacations, and food.

END OF YEAR BALANCE AND FORECASTS

1a. Stable.

1b. Positive side: return to physical stores. Negative side: uncontrolled discounts.

1c. We foresee stability, with results in line with 2024.

PURCHASE TREND

2a. We do not have an e-commerce.

2b. Social media as a showcase for in-store purchases.

2c. It’s impulsive, but the purchase is always based on sought-after products with a fair quality-price ratio.

CONSUMER

3a. There is still not much demand for eco-friendly products in stores.

3b. At the moment, it's not a variable.

END OF YEAR BALANCE AND FORECASTS

1a. +3%.

4b. They first research and then experience shopping in-store. 4c. No.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. Both for image and sales. 5c. Yes.

TREND

6a. High quality. 6b. Increase: trousers and denim. Decrease: suits.

BEST SELLING BRANDS

7a. Non commercializziamo la categoria

7b Jacob Cohën (+); PT Torino (+); Moorer (+)

7c. Non commercializziamo la categoria

7d. Barrett (+); Ortigni (+); Cheaney (+)

BRAND BEST SELLER

8. Jacob Cohën

SHOPPING EXPERIENCE

4a. Great service and professionalism.

4b. Perhaps the opposite, they seek emotions in-store and then check the price online. Many return for the purchase. 4c. No, not for now.

SOCIAL MEDIA

5a. Instagram.

5b. To build our community.

5c. Definitely, we have seen a good amount of interest, but it's not quantifiable.

TREND

6a. The best performances we achieved were by setting up specific windows with supplier collaboration, hosting events for product presentations, and organizing fittings for custom-made suits and shirts.

6b. Increase: knitwear, accessories, and jackets. Decrease: suits and shirts.

3c. Our typical customer is a man or woman between 30 and 70 years old, professionals or entrepreneurs.

SHOPPING EXPERIENCE

4a. We try to build a relationship with the customer, even sending photos of purchased items for their needs. We also work by appointment.

4b. For us, it’s dominant, but customers usually check products online first and then may need advice on what to buy, both in terms of fit and color.

4c. We do not have this request at the moment.

SOCIAL MEDIA

5a. Instagram.

5b. We use it to show our products and possible combinations. During sales periods, we also use

1b. Negative aspect: general crisis. Positive aspect: service and research products offered to the customer.

1c. We foresee a decrease due to the economic situation of our textile district.

PURCHASE TREND

2a. We do not have an e-commerce.

2b. Customers come to us for the personal

relationship we offer.

For the purchase of heavy outerwear, customers waited for the sales.

BEST SELLING BRANDS

7a. Herno (+); Polo Ralph Lauren (+); Mc2 Saint Barth (+)

7b. Tagliatore (+); Mc2 Saint Barth (+); Polo Ralph Lauren (+)

7c. Orciani (+); Polo Ralph Lauren (+); Mc2 Saint Barth (+)

7d. Hogan (=); Doucal’s (=); Chie Mihara (-)

BRAND BEST SELLER

8. Polo Ralph Lauren

FINAL CONSIDERATIONS

9. The price increase imposed by suppliers, with the consequent impact on the entire supply chain, represents the main cause of reduced consumption in the fashion sector. A phenomenon that, despite the decrease in orders, few companies still fully understand. In reality, it would take very little to give the sector a new boost.

it as a showcase. 5c. Yes.

TREND

6a. Definitely luxury products that are also comfortable.

6b. All categories have remained in line with past seasons.

BEST SELLING BRANDS

7a. Herno (+); Hindustrie (+)

7b. Herno (+); Hindustrie (+); Tagliatore (+)

7c. Alberto Luti (+); Manikomio Dsgn (+)

7d. Autry (+); Henderson (+); Officine Creative (+)

BRAND BEST SELLER

8. Autry

2c. There’s definitely more careful reflection compared to the past.

CONSUMER

3a. Yes, there’s more attention to the ecological factor.

3b. They prefer aesthetics and price.

3c. Our typical customer is a man or woman around 50 years old, professionals and entrepreneurs with a medium-high lifestyle, with many interests: from travel to events, to fashion.

FIORILLI & TASSIELLO – NETTUNO (RM) UGO FIORILLI, COLLABORATOR

END OF YEAR BALANCE AND FORECASTS

1a. Stable.

1b. The negative aspect of 2024 was mainly the issue of online sales and many stores often (if not always) being on sale.

1c. We foresee an increase of about 10-20%.

PURCHASE TREND

2a. Between 10% and 30%.

2b. No.

2c. They look for emotional products.

CONSUMER

3a. Yes.

3b. Yes.

3c. Our typical customer is a woman between 30 and 40 years old.

SHOPPING EXPERIENCE

4a. Yes.

4b. Yes.

4c. No.

SOCIAL MEDIA

5a. Instagram.

5b. Yes.

5c. Yes.

TREND

6a. Sporty-chic.

6b. Increase: accessories. Decrease: footwear.

BEST SELLING BRANDS

7a.

7b.

7c.

7d.

BRAND BEST SELLER

8. Weekend

GAGLIARDI BOUTIQUE – VILLA SANT’ANTONIO (AP)

ROBERTO DI GIROLAMI, CO-OWNER & BUYER

END OF YEAR BALANCE AND FORECASTS

1a. Stable.

1b. Negative factors: discounts during every period of the year (mid-season sales, Black Friday, etc.) and price increases. Positive factors: a cooler autumn than 2023.

1c. In line with 2024.

PURCHASE TREND

2a. Less than 10%.

2b. No.

2c. They reflect more and wait for discounts.

CONSUMER

3a. No.

3b. They prefer other variables.

3c. Our typical customer is a man or woman around 40 years old, with a middle-class lifestyle, passionate about travel and experiences.

SHOPPING EXPERIENCE

4a. We follow the customer in-store, advising them. 4b. They follow us on social media and often come to the store with clear ideas after noticing items in our posts.

4c. No impact so far.

END OF YEAR BALANCE AND FORECASTS

1a. +10%.

1b. The proposal of exclusive and high-quality items. 1c. +10%.

PURCHASE TREND

2a. Between 10% and 30%.

2b. More online spending and on exclusive items. In-store purchases usually happen after a consultation on the site and social media.

2c. Foreigners are definitely more impulsive, while Italians generally reflect more.

CONSUMER

3a. Currently, the final customer still doesn't care much.

3b. Other variables.

3c. Our typical customer is a man between 40 and 45 years old, an entrepreneur or freelancer who travels a lot and frequents trendy locations.

SHOPPING EXPERIENCE

4a. We are available for appointments even outside of store hours.

SHOPPING EXPERIENCE

4a. In a collection, we try to select products with the features that distinguish our store. People visit us for the uniqueness and exclusivity of the products we select.

4b. Yes, many customers go through this information phase before coming to the store.

4c. Not with us.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. For the community and occasional pro-

(-)

SOCIAL MEDIA

5a. Facebook, Instagram, and TikTok.

5b. We use them as a virtual showcase for our products, mainly to promote ourselves and grow our community. Sales only in-store.

5c. An increase in customers coming to the store after noticing items of interest in our social media posts.

TREND

6a. Rediscovery of brands with a significant heritage and past, oversized fits for both men and women, and jackets for both.

6b. Increase: clothing. Decrease: bags.

BEST SELLING BRANDS

7a. Barbour (+); Pinko (+); Liu Jo (=)

7b. Barbour (+); Rrd (+); L.B.M. 1911 (=)

7c. Barbour (+); Orciani (=)

7d. Non commercializziamo la categoria

BRAND BEST SELLER

8. Barbour

motions.

5c. No. TREND

6a. Light colors, from grays to sand.

4b. Almost all of our customers visit the store for the shopping experience, with only a few coming after checking our site or social media.

4c. No.

SOCIAL MEDIA

5a. Instagram and TikTok.

5b. For both purposes.

5c. Definitely yes.

TREND

6a. The most valuable items.

6b. Decrease: footwear and accessories. The rest remained stable.

BEST SELLING BRANDS

7a. Non commercializziamo la categoria

7b. Fedeli (+); Pescarolo (+); Kired (+)

7c. Orciani (-); Rains (-)

7d. Barrett (=); Andrea Ventura (=); Pellettieri di Parma (=)

BRAND BEST SELLER

8. Fedeli

6b. Increase: trousers and knitwear. Decrease: outerwear.

BEST SELLING BRANDS

7a. Tagliatore (=); Circolo 1901 (-); Nine in the Morning (+)

7b. Tagliatore (=); L.B.M. 1911 (+);

Gran Sasso (+)

7c. Bahobab (=); Altea (=); Rosi Collection (=)

7d. Ortigni (=)

BRAND BEST SELLER

8. Tagliatore

Weekend (+); Dondup (-); Pinko (=)

Non commercializziamo la categoria

Majo (=); Marcella (-); Pinko (-)

Ugg (+); Puraai (+); Saucony

FELLONI – FERRARA (FE) GIULIO FELLONI, OWNER

GUARINI – PESCARA (PE) FRANCESCO GUARINI, OWNER

HENRY – PRATO (PO) SILVANO MAMMOLI, PARTNER

GUARINO – ROMA (RM) ALESSANDRO GUARINO, OWNER

MARTINI ABBIGLIAMENTO – SESTO FIORENTINO (FI)

MATTEO MIANO, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. Stable.

1b. Positive factor: new customers. Negative factor: significant decrease in daily receipts.

1c. The alternating periods of intense work and total work stoppage make it difficult to predict longterm trends.

PURCHASE TREND

2a. We do not have an e-commerce site.

2b. The same customer visits us several times during the same season.

2c. They tend to build a wardrobe, so purchases are aimed at new items but also at those that can be used with what they already own.

CONSUMER

3a. Certainly, there is more attention and special appreciation for garments made from recycled materials.

3b. The brand continues to be the greatest guarantee.

3c. We serve a classically inclined man, around 40-50 years old, who needs a timeless look for the work he does.

SHOPPING EXPERIENCE

4a. We engage in long conversations with the customer. We want the items purchased to be useful, so we ensure a perfect fit and that they are genuinely suitable for the wearer’s lifestyle.

4b. We do not have online platforms, but the internet helps customers understand the real price of a branded item, indirectly rewarding physical stores that apply fair prices all year round. 4c. Focusing on quality, buying a garment is inseparable from wearing it.

SOCIAL MEDIA

5a. We do not have social media channels.

TRENDS

6a. More fabric, less nylon, a marked trend toward more comfortable fits.

6b. Increase: blazers, jeans, and t-shirts. Decrease: suits and accessories.

BEST-SELLING BRANDS

7a. Non commercializziamo la categoria

7b. Lardini (+); Jacob Cohën (+); People of Shibuya (=)

7c. Orciani (=); Gallo (+); Baobab (+)

7d. Non commercializziamo la categoria

BR AND BEST SELLER

8. Lardini

FINAL CONSIDERATIONS

9. In the past year, we have observed a greater trend toward classic products, but only if they are well-made and crafted from high-quality materials.

Q STORE – PIEDIRIPA (MC) MAX QUATRINI, MANAGER DIRECTOR

END OF YEAR BALANCE AND FORECASTS

1a. +18%.

1b. Positive aspects: detailed descriptions of products and various information provided to the final consumer. Negative aspects: requests based solely on the price from followers.

1c. We forecast a 15% increase in 2024.

PURCHASE TREND

2a. Less than 10%.

2b. Customer requests for technical product features.

2c. Impulse buying.

CONSUMER

3a. Yes, absolutely, we have been

selling these kinds of products for several years.

3b. Primarily, they look at the brand; if it's eco-friendly and reasonably priced, that's even better.

3c. Our typical customer is a man or woman aged 30-55, who loves sportswear and is interested in travel, sports, food, and nature.

SHOPPING EXPERIENCE

4a. Explaining the origin of the item.

4b. Absolutely yes. 4c. Not necessarily.

SOCIAL MEDIA

5a. Facebook and LinkedIn. 5b. For both purposes.

BANANA MOON 1978 – BARI (BA) NINO CAROFIGLIO, STORE MANAGER

END OF YEAR BALANCE AND FORECASTS

1a. +20%.

1b. We created a community thanks to our events in collaboration with our brands.

1c. We hope to increase even further.

PURCHASE TREND

2a. Between 10% and 30%.

2b. We’ve noticed many trends in consumer behavior: the average cart has increased, and in-store pickup remains a good option.

2c. Customers tend to make impulse purchases.

CONSUMER

3a. Not always; there is a small niche of customers who prefer green products. The rest do not.

3b. They prefer other factors.

3c. Customers are aged 16-50, mostly men, but also women who

love music, fashion, and art.

SHOPPING EXPERIENCE

4a. Our work has completely changed; we now need to inform customers about our market research and the quality of the items available in-store.

4b. Most customers rely on the store’s reputation, but online research predominates.

4c. No.

SOCIAL MEDIA

5a. Facebook, Instagram, and TikTok.

5b. We use social media for marketing activities, sharing new arrivals, promotions, and event communications.

5c. Yes.

TRENDS

6a. In 2024, there was a huge interest in street fashion.

5c. Absolutely yes. TRENDS

6a. Daily fashion with a touch of sportswear, and a particular focus on technical garments.

6b. Increase: jackets and knitwear. Decrease: suits and dresses.

BEST-SELLING BRANDS

7a. Woolrich (+); Kaos (=)

7b. Woolrich (+); Sun68 (=); Barbour (-)

7c. Ant45 (+)

7d. Mizuno (+); Autry (-)

BRAND BEST SELLER

8. Woolrich

MINCIARELLI – TODI (PG) FEDERICO MINCIARELLI, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. +5%.

1b. During the Spring/Summer season, the “plus” was the presence of tourists from the USA, Europe, and Australia starting in April. The “minus” was fluctuating sales in certain months, with reasons still unknown and not related to any external factors (weather, political/ economic crises, ongoing wars). During the Autumn/Winter season, the positive aspect was the winter with the right temperatures, while the negative was the sales too close to Christmas. These discounts discouraged customers from buying the "big" gift for the holidays.

PURCHASE TREND

2a. Less than 10%.

2b. We still sell 99% in-store.

2c. Italians tend to reflect before purchasing, while foreigners are more driven by instinct and taste.

CONSUMER

3a. Certainly, we focused more on

this aspect during the sale.

3b. No, green is an added value, but customers are not willing to pay more for it. In fact, they believe a recycled item should cost less.

3c. Our customer is a man between 40-45 years old with a well-off lifestyle.

SHOPPING EXPERIENCE

4a. There is still no full realization of this demand; customers are in a hurry, and the recurring phrase is: "We’ll see you later with more time." It’s not possible to talk about shopping experiences with those who rush around all day. Some carve out two hours during the weekend to shop, and in this case (if possible), we serve the customer as a couple.

4b. Google and image search are always at the top of the list.

4c. Not at our store.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. Primarily for promoting items. Most customers then visit the store to see, try on, and buy.

RAFFAELE PANARELLI – L’AQUILA (AQ) RAFFAELE PANARELLI, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. +5%.

1b. Positive factor: customer choice of reliable, high-quality, and stylistically sound products. Negative factor: price increases from some companies that were not justifiable.

1c. We expect stability.

PURCHASE TREND

2a. We do not have an e-commerce site.

2b. No.

2c. Customers tend to reflect longer for high-end items.

6b. Increase: clothing. Decrease: accessories, footwear, and bags.

BEST-SELLING BRANDS

7a. Carhartt WIP (+); Asics (+); New Balance (+); 7b. Carhartt WIP (+); Barbour (+); New Balance (+)

7c. Carhartt WIP (+); Barbour (+); Dickies (+)

7d. New Balance (+); Asics (+); Adidas (+)

BRAND BEST SELLER

8. Carhartt WIP

CONSUMER

3a. We have not observed this trend.

3b. They prefer other variables.

3c. Our customers are men and women aged 20-50.

SHOPPING EXPERIENCE

4a. I’m not sure.

4b. They conduct online research.

4c. No.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. To build our community.

5c. Yes.

5c. I would say no.

TRENDS

6a. Knitwear. A particularly interesting trend is the use of technical fabrics (e.g., Rrd), as customers are realizing that with these technologies applied to ready-to-wear, they can stay comfortable and neat without necessarily looking stiff.

6b. Increase: footwear. Stable: shirts. Decrease: outerwear and knitwear.

BEST-SELLING BRANDS

7a. Non commercializziamo la categoria

7b. Barbour (+); RRD (=); Tagliatore (-)

7c. Barbour (+)

7d. Doucal’s (=)

BRAND BEST SELLER 8. Barbour

TRENDS

6a. Casual wear from historic brands.

6b. Increase: footwear and apparel. Decrease: accessories.

BEST-SELLING BRANDS

7a. Ralph Lauren (+); Barbour (+); Herno (=)

7b. Ralph Lauren (+); Stone Island (+); Barbour (+)

7c. Zanellato (=); Orciani (-); Armani (-)

7d. Autry (+); Doucal’s (=); Henderson (=)

BEST SELLER

8. Ralph Lauren

CHIRICO MESSINA – MESSINA (ME) MARZIO CHIRICO, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. +5%.

1b. The first part of the season experienced slower sales, influenced by uncontrolled online discounts and weather conditions. However, in the second half, there was a solid recovery.

1c. We are optimistic about sales growth in 2025.

PURCHASE TREND

2a. Between 10% and 30%.

2b. Online sales of footwear and accessories increased compared to previous years.

2c. Great attention during the purchase phase, especially for high-end items.

CONSUMER

3a. Less interest than the previous season.

3b. Greater interest in brand and functionality of the product.

BOUTIQUE FALPALÀ – CORIGLIANO SCALO (CS) ANTONIO TREBISONDA, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. In 2024, the economic trend remained consistent with the previous year.

1b. Growing awareness among consumers, who are now more informed before making a purchase.

1c. We are unable to provide an accurate forecast, as in addition to the usual commercial factors, a new and unpredictable element has emerged: the climate.

PURCHASE TREND

2a. We do not have an e-commerce site.

2b. We have finally noticed a growing demand for information about products.

2c. Economic uncertainty makes consumers reflect more. However, a beautiful and well-made garment can trigger an impulsive yet satisfying purchase.

CONSUMER

3a. The big trend right now is that every brand is turning its attention toward the

production of eco-friendly items.

3b. Growing preference for green products fits within a broader lifestyle change.

3c. The average age of our customers is around 30-35 years old, a diverse group with varied interests, who see social media and shared activities as central reference points in their social lives.

SHOPPING EXPERIENCE

4a. This is the new frontier of customer needs, a trend we embrace enthusiastically.

3c. Our customer’s average age ranges from 20 to 65 years: an informed, attentive audience with a propensity for travel.

SHOPPING EXPERIENCE

4a. Continuous training for our collaborators.

4b. Increasingly, customers conduct online research before visiting the store.

4c. At our physical store, we prefer direct interaction with customers, without using devices.

SOCIAL MEDIA

5a. Facebook, Instagram, and TikTok.

5b. We use them for direct sales, encouraging immediate interaction with customers.

5c. Social media is a key tool for increasing sales.

TRENDS

6a. Workwear, British style, quality and durable products.

4b. Yes, customers are increasingly researching in advance.

4c. We are happy to offer a more personal, human, and emotional shopping experience.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. Both for direct sales and for building our community.

5c. No. TRENDS

6a. Comfortable fits and quality fabrics.

6b. Increase: footwear and accessories. Decrease: heavy jackets.

BEST-SELLING BRANDS

7a. Barbour (+); Lauren Ralph Lauren (=); MVP Wardrobe (=)

7b. Tagliatore (+); Kired (+); Montecore (=)

7c. Barbour (+); Lauren Ralph Lauren (=); Carhartt (=)

7d. Autry (+); Via Roma 15 (=); Asics (+)

BRAND BEST SELLER

8. Autry

FINAL CONSIDERATIONS

9. I believe that, in the future, it will be essential to create synergies between store owners and suppliers to meet the needs of an increasingly demanding clientele, which has rediscovered the value of multibrand stores.

6b. Increase: knitwear. Decrease: heavy outerwear.

BEST-SELLING BRANDS

7a. Barbour (+); K-Way (=); Rrd (=)

7b. Barbour (+); K-Way (=); Rrd (=)

7c. Altea (+); Barbour (+); K-Way (=)

7d. Blundstone (+); Panchic (=)

BRAND BEST SELLER

8. Barbour

DEFLORIO 1948 – NOICATTARO (BA)

GAETANO DEFLORIO, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. +10%.

1b. The brand mix of the companies has been a positive aspect.

1c. We are confident.

PURCHASE TREND

2a. Between 10% and 30%.

2b. The physical store is a guarantee, and customers prefer being guided and advised.

2c. Emotion is a fundamental part of the purchase.

CONSUMER

3a. Few customers are attentive to various eco-friendly materials.

3b. They are very attentive to the brand, quality, and fit.

3c. Our customer is a man and a woman with an average age of 45 years.

SHOPPING EXPERIENCE

4a. Absolutely yes, we work about 70% by appointment.

4b. New customers research our products on our social channels before entering our boutique.

FABIAN – CAMPOBASSO (CB)

4c. Currently, we are not fully ready.

SOCIAL MEDIA

5a. Facebook, Instagram, and TikTok.

5b. We try to maximize everything that transmits emotions to the final consumer.

5c. Absolutely yes.

TREND

6a. In our boutique, trends are transversal, ranging from chic to contemporary style.

6b. Increase: footwear and outerwear. Decrease: bags.

BEST-SELLING BRANDS

7a. Elisabetta Franchi (=); Max Mara (=); Fay (=)

7b. Tagliatore (=); Fay (=); Rrd (=)

7c. Etro (=); Mc2 Saint Barth (=); Elisabetta Franchi (=)

7d. Philippe Model (=); Premiata (=); Hogan (=)

BRAND BEST SELLER

8. Max Mara

GIOVANNI SIANO, MANAGING PARTNER

END OF YEAR BALANCE

AND FORECASTS

1a. +5%.

1b. An offer, both in depth and breadth, always adequate.

1c. We forecast a 7% growth.

PURCHASE TREND

2a. Between 10% and 30%.

2b. Conscious purchase.

2c. Definitely not impulsive.

CONSUMER

3a. Yes.

3b. Price first, then brand.

3c. Our customer is a professional man or woman with an average age of 45 years.

SHOPPING EXPERIENCE

4a. This is the only defense against online shopping, service, and availability. 4b. They certainly come informed about the product to buy, but they prefer buying in boutique. 4c. We have not identified this need yet.

SOCIAL MEDIA

5a. Instagram. 5b. Promotions and community. 5c. Yes.

TREND

6a. For us, outerwear represents always an important part, although casual weekend wear, more

GIANNINI MODA – VIBO VALENTIA (VV)

MARIO GIANNINI, GENERAL MANAGER

END OF YEAR BALANCE AND FORECASTS

1a. +10%.

1b. Positive factor: return of consumers choosing clean lines without logos, and consequently seeking assistance in trusted stores.

1c. Stability.

PURCHASE TREND

2a. Between 10% and 30%.

2b. Increase in online sales with payment in three installments.

2c. Purchases are more thoughtful.

CONSUMER

3a. Yes.

3b. They lean toward green products.

3c. Our typical customer is a professional man or woman around 40 years old, with medium-high spending capacity.

SHOPPING EXPERIENCE

4a. Personal shopper by appointment. 4b. For no-logo products, the in-boutique experience prevails. 4c. Not at the moment.

SOCIAL MEDIA

5a. Facebook and Instagram. 5b. We try to use them 360 degrees, in everything. 5c. Yes.

TREND

6a. Greater demand for natural

comfortable and less formal, is always in demand. 6b. Increase: clothing. Decrease: footwear.

BEST-SELLING BRANDS

7a. Fay (=); Emporio Armani (+); Liviana Conti (+)

7b. Fay (=); C.P. Company (+); Emporio Armani (+)

7c. Hogan (+); Armani (+)

7d. Hogan (+); Doucal’s (=); Ghoud (+)

BRAND BEST SELLER

8. C.P. Company

fabrics over synthetic ones.

6b. Increase: footwear. Decrease: bags.

BEST-SELLING BRANDS

7a. Ralph Lauren (=); Herno (=); Moorer (+)

7b. Ralph Lauren (=); Herno (=); Moorer (+)

7c. Ralph Lauren (-); Hogan (-); Orciani (=)

7d. Autry (+); Hogan (-); Doucal’s (=)

BRAND BEST SELLER 8. Autry

GRUTTADAURIA MICHELE – CALTANISSETTA (CL)

MICHELE GRUTTADAURIA, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. -8%.

1b. Drop in store visits and average transaction value.

1c. We forecast further decline.

PURCHASE TREND

2a. Less than 10%.

2b. Focus more on product quality.

2c. Reflecting.

CONSUMER

3a. Yes, more attention.

3b. Other variables.

3c. Our customer is a professional man of around 50 years.

SHOPPING EXPERIENCE

4a. With tailoring and made-to-measure services. 4b. They research online. 4c. Not yet.

SOCIAL MEDIA

5a. Facebook and Instagram. 5b. Yes. 5c. Yes.

TREND

6a. Quality and durability of

EDWARD UOMO

– TRANI (BT) EDOARDO VACCANIO, LEGAL REPRESENTATIVE

END OF YEAR BALANCE AND FORECASTS

1a. +5%.

1b. Positive: climate. Negative: excessively crowded competitive context.

1c. Impossible to predict.

PURCHASE TREND

2a. Between 10% and 30%.

2b. More online spending.

2c. Customers reflect longer and begin their shopping from home, consulting the online catalog.

CONSUMER

3a. No.

3b. They prefer the brand.

3c. Our customer is a man aged between 30 and 70 years.

SHOPPING EXPERIENCE

4a. We try to advise and encourage purchases, providing the customer with tailoring services and a dedicated customer service for remote requests.

4b. The experience almost always starts with a consultation on our e-commerce site.

4c. I have not noticed this expectation from customers.

SOCIAL MEDIA

5a. Instagram.

5b. To build our community and expand our audience.

5c. Yes.

TREND

6a. Quiet luxury, no logo, relaxed.

6b. Increase: footwear. No decrease.

BEST-SELLING BRANDS

7a. Non commercializziamo la categoria

7b. Herno (+); Fay (+); Emporio Armani (=)

7c. Emporio Armani (=)

7d. Santoni (=); Premiata (+); Philippe Model (-)

BRAND BEST SELLER

8. Rrd

GIAMAR – PARABITA (LE) BIAGIO GIANNELLI,

END OF YEAR BALANCE AND FORECASTS

1a. Stable.

1b. Positive factors: return of customers choosing quality products and the pleasure of being advised and pampered. Negative factors: new generations distracted by impulse buying online, not attentive to quality, inflation of low-quality products, and competition from brands with e-commerce.

1c. Honestly, I don't expect growth, but I hope to maintain the same sales volume.

PURCHASE TREND

2a. We do not have an e-commerce. 2b. Desire to be advised, and who better than someone with thirty years of history?

2c. In-store, the trend is to reflect and choose after evaluating the quality-price ratio.

CONSUMER

3a. Honestly, there’s still little sensitivity to this aspect, and high prices, even if justified, often push the final consumer away.

3b. They prefer other variables; the high price is a limitation.

3c. Our average customer is a 35-year-old man or woman looking for products that excite, quality, and made in Italy. They are interested in good food and travel, always indulging without excess.

SHOPPING EXPERIENCE

4a. For 30 years, our activity has focused on pampering customers from the start, making them feel at home, dedicating time to getting to know them. Only later does the sale begin, always with full attention and with qualified, friendly staff. To meet customer needs, we often do after-hours appointments to make them feel more at ease and unique.

products.

6b. Increase: knitwear. Decrease: outerwear and jackets.

BEST-SELLING BRANDS

7a. Non commercializziamo la categoria

7b. Pt Torino (+); Duno (+); Briglia 1949 (+)

7c. Non commercializziamo l a categoria

7d. Valsport (+); Sun68 (+); Boemos (+)

BRAND BEST SELLER

8. Gran Sasso

OWNER

4b. They don't tell us this directly, but since they follow our social pages closely, we assume they gather information beforehand by comparing with other boutiques.

4c. Honestly, they seek more of a human relationship with us.

SOCIAL MEDIA

5a. Facebook, Instagram, and TikTok.

5b. We use social media mostly for advertising, and in doing so, we’ve created our community.

5c. I would say sales from social media are still important, but certainly less than a few years ago when we were among the few using these tools.

TREND

6a. Most of our customers don’t follow trends excessively but approach them gradually. In any case, we have seen an increase in the sale of quality sweaters and wide-leg trousers.

6b. Increase: accessories. Stable: clothing. Decrease: footwear.

BEST-SELLING BRANDS

7a. iBlues (=); Meme Road (=)); Kontatto (=)

7b. Marciano (=); Luca Bertelli (=); Officina36 (=)

7c. Cult (+); iBlues (+); Marciano (+)

7d. Munich (-); Cult (+); Adidas (=)

BRAND BEST SELLER

8. iBlues

GRIECO – MATERA (MT) MAURIZIO GRIECO, MANAGING DIRECTOR

END OF YEAR BALANCE AND FORECASTS

1a. Stable.

1b. Change in consumers' lifestyle in our field. 1c. Not a leap year, so I think positively (I'm not superstitious!).

PURCHASE TREND

2a. We do not have an e-commerce.

2b. No.

2c. Some make an impulsive emotional purchase, but for the rest, they reflect.

CONSUMER

3a. No.

3b. More attention to quality and price.

3c. The customer ranges from young people to men, medium-high income, with a strong interest in brand and style.

SHOPPING EXPERIENCE

4a. They become more loyal by finding our availability in recommending the most appropriate styles for them.

4b. Social interaction is still predominant in southern Italy, and we maintain a warm approach to ensure customers enjoy a pleasant, friendly purchase.

4c. Optimistic about this; I think customers will increase their demand for more in-store interactions.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. Promotion announcements.

5c. No.

TREND

6a. New colors based on natural and soft shades, like beiges, comfort, and practicality in wear and care.

6b. Stable.

BEST-SELLING BRANDS

7a. K-Way (=); Barbour (+); Rrd (=)

7b. K-Way (+); Barbour (+); Rrd (=)

7c. Orciani (=); K-Way (=)

7d. Saucony (-); Flower Mountain (=); Sebago (+);

BRAND BEST SELLER

8. K-Way

FINAL CONSIDERATIONS

9. Our market is full of changes that we can't decipher, hard to interpret as it's constantly evolving.

L’UOMO ALTA MODA – CAGLIARI (CA) MAURO SINI, PARTNER

END OF YEAR BALANCE AND FORECASTS

1a. +10%.

1b. We maintained high product quality, which led to a selective customer base interested in beauty, style, and elegance.

1c. We hope to at least match the previous year.

PURCHASE TRENDS

2a. We don't have an e-commerce platform.

2b. Cities are deserted, which can only mean one thing: people are shopping online or in malls.

2c. Fortunately, we have chosen to sell high-end products, which leads to more thoughtful purchasing behavior.

CONSUMER

3a. No.

3b. They certainly pay more, but for high-quality products.

3c. Our customers are male entrepreneurs, with an average age of 60.

SHOPPING EXPERIENCE

4a. More and more people are unaware of what defines cut, fit, and quality. We try to present and teach the difference.

4b. It’s the boutique experience that stands out for us, but we’ve noticed some younger customers have a different attitude.

4c. Not with us.

SOCIAL MEDIA

5a. Facebook.

5b. We advertise certain items or displays. 5c. We don’t know exactly.

TRENDS

6a. Classic styles are being appreciated again, across all ages.

6b. Increase: clothing and accessories. Decrease: footwear and casual wear.

BEST SELLING BRANDS

7a. Non commercializziamo la categoria

7b. Caruso (+); Gran Sasso (-); Montecore (+)

7c. P. Vitale (=); Ferretti (=); Tramarossa (+)

7d. Barrett (-); Blu Barrett (-); AM (-)

BRAND BEST SELLER

8. Montecore

FINAL CONSIDERATIONS

9. The policies of the last 20 years have favored the expansion of large shopping malls. Consequently, cities are destined to fade away.

MICHELE INZERILLO – PALERMO (PA) MARCO INZERILLO, CEO

END OF YEAR BALANCE A ND FORECASTS

1a. +5%.

1b. Careful buying decisions.

1c. We forecast stability.

PURCHASE TRENDS

2a. Between 30% and 50%.

2b. In-store pick-up is on the rise.

2c. More often, it’s impulsive.

CONSUMER

3a. No.

3b. I don’t see green as a sales lever.

3c. Our customers are men and

women, around 30 years old, professionals, and athletes.

SHOPPING EXPERIENCE

4a. We offer customers dedicated opening hours and “wardrobe” review services on-site.

4b. Yes. 4c. No.

SOCIAL MEDIA

5a. Facebook and Instagram. 5b. Yes, we use social media to promote dedicated offers. 5c. Yes.

TRENDS

6a. Hiking and workwear are performing well.

6b. Increase: footwear. Decrease: bags.

BEST SELLING BRANDS

7a. Sporty&Rich (+); Slowear (+); Kujten (+)

7b. Herno (+); Hindustrie (+); C.P Company (+)

7c. A.P.C. (+); Zanellato (+)

7d. Ugg (+); Autry (+)

BRAND BEST SELLER 8. Ugg

NOHA – BRINDISI (BR) NATALE DE STRADIS, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. +5%.

1b. Positive factors include service, availability to customers, and a wide range of products.

1c. We forecast stability.

PURCHASE TRENDS

2a. We don't have an e-commerce platform.

2b. Customers demand established, historic brands, and the average ticket price is increasing.

2c. They reflect carefully, especially when they have to make larger purchases.

CONSUMER

3a. Not very high.

3b. No, they focus more on the brand and aesthetics.

3c. Our typical customers are men and women, around 40 years old, independent professionals who are up to date on trends.

SHOPPING EXPERIENCE

4a. We advise on entire looks, including hair, meals, and daily life, aiming to be 360-degree consultants.

4b. Boutique shopping experience wins because customers love discovering everything through our expertise and filters.

4c. We haven’t noticed any significant impact from this trend.

SOCIAL MEDIA

5a. Facebook and Instagram.

5b. Direct sales, product promotions, and community engagement.

5c. No, just a slowdown.

TRENDS

6a. Updated formal and workwear styles.

6b. Increase: footwear. Decrease: accessories.

BEST SELLING BRANDS

7a. Herno (=); Ralph Lauren (+); Tagliatore (+)

7b. Tagliatore (+); Stone Island (+); Ralph Lauren (+)

7c. Orciani (=); Zanellato (=)

7d. Autry (+); Doucal’s (=); Hogan (+)

BRAND BEST SELLER

8. Ralph Lauren

FINAL CONSIDERATIONS

9. We hope companies will end these price increases and stop competing unfairly and aggressively through their websites or partners.

LEVEL STORE – ORTIGIA (SR) DANILO FRAGALI, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. +15%.

1b. Positive aspects mainly relate to emotional connection. Customers are drawn to newness, rewarding “courage.” On the downside, there is a certain “disinterest” that needs to be interpreted and addressed to stimulate consumer engagement.

1c. 2025 will focus on consolidating the progress made so far.

PURCHASE TRENDS

2a. Between 10% and 30%.

2b. These purchasing methods are likely more accepted (and well-developed) on fast-fashion platforms. However, more discerning customers seem to be more engaged by the boutique experience than online options.

2c. I believe a more thoughtful approach is emerging compared to the past.

CONSUMER

3a. It’s in line with previous years.

3b. Price remains a key factor (and discriminating element) in purchases, even for green products.

3c. Our typical customer is a young man (average age 40), a professional, interested in quality and good taste, and attentive to trends.

SHOPPING EXPERIENCE

4a. Loyalty is crucial. We engage customers through targeted initiatives throughout the season.

4b. Certainly, customers are more knowledgeable due to the vast amount of information available, but they still trust the boutique’s proposals and consultants.

4c. Currently, we don’t use this technology, and we haven’t seen much interest from our customers in it.

SOCIAL MEDIA

5a. Facebook, Instagram, and TikTok.

5b. Primarily to build our community and keep them updated on in-store activities.

5c. Yes, we often receive feedback or product inquiries from social media.

TRENDS

6a. Thanks to mild weather, overshirts (in all forms) have been a trend with strong performance. Additionally, the “travel” concept remains a steady trend. 6b. Increase: footwear. No decreases.

BEST SELLING BRANDS

7a. Herno (=); Fay (=); Polo Ralph Lauren (+)

7b. Herno (=); Fay (=); C.P. Company (+)

7c. Ralph Lauren (+); Armani (-); Campomaggi (+)

7d. Doucal’s (-); Ugg (+); Philippe Model (-)

BRAND BEST SELLER

8. Herno

NEGRI THE GALLERY – SORRENTO (NA) ALFONSO NEGRI, MANAGING DIRECTOR

END OF YEAR BALANCE AND FORECASTS

1a. -10%.

1b. 2023 was a post-COVID rebound year. In 2024, we returned to more realistic values.

1c. In line with 2024.

PURCHASE TRENDS

2a. Between 10% and 30%.

2b. The role of influencers is strengthening, especially among younger customers. 2c. No.

CONSUMER

3a. Yes, but moderately. 3b. For now, they continue to

consider other factors.

3c. Our typical customers are 60% men and 40% women, around 40 years old, and love to travel.

SHOPPING EXPERIENCE

4a. With greater assistance and guidance in smaller stores.

4b. Boutique experience is still dominant.

4c. No.

SOCIAL MEDIA

5a. Facebook and Instagram. 5b. Only for community engagement. 5c. No.

TRENDS

6a. Denim (our core business).

6b. Increase: jeans and shirts. Decrease: outerwear.

BEST SELLING BRANDS

7a. Armani Exchange (=); Calvin Klein Jeans (=); Tommy Jeans (=)

7b.

BRAND BEST SELLER

8. Armani Exchange

NUGNES – TRANI (BT) GIUSEPPE NUGNES, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. Stable.

1b. Positive aspect: tourism growth in the region. Negative aspect: weather.

1c. Forecasting a 2% revenue increase.

PURCHASE TRENDS

2a. Between 30% and 50%.

2b. More frequent in-store pick-up; physical purchases remain dominant.

2c. The behavior is certainly more thoughtful.

CONSUMER

3a. Yes.

3b. They are definitely attracted to

PICCIONELLO CONFEZIONI – MODICA (RG) ANGELO PICCIONELLO, OWNER

END OF YEAR BALANCE AND FORECASTS

1a. +20%.

1b. Negative aspects include low-margin products, unfair competition, and early discounts before Christmas, along with inflation’s impact on purchasing power. On the positive side, professional recognition from loyal customers and new customer acquisition were highlights.

1c. 2025 forecast is uncertain, but expects at least a 20% sales increase.

PURCHASE TRENDS

2a. Less than 10%.

2b. No.

2c. We have a diverse clientele: some customers make impulsive purchases, while others take more time to reflect

CONSUMER

3a. We’ve noticed growing interest in product quality, particularly craftsmanship and Made in Italy.

3b. No.

3c. Our typical customer is male, aged 30 to 60, interested in fashion, technology, and an active lifestyle, with a focus on quality and performance.

SHOPPING EXPERIENCE

4a. We focus on assisted selling, creating a welcoming environment and friendly rapport with customers.

4b. Today’s customers, especially younger ones, tend to do research online before visiting the store.

4c. No.

SOCIAL MEDIA

design items.

3c. Our typical customer is a woman aged between 25 and 50 years, passionate about fashion and travel.

SHOPPING EXPERIENCE

4a. We create private appointments in VIP rooms with dedicated staff.

4b. Yes, but in-store experience remains dominant.

4c. One of our projects is integrating interactive experiences in-store.

SOCIAL MEDIA

5a. Instagram and LinkedIn.

5b. Yes.

5c. Yes.

5a. Facebook and Instagram.

5b. Yes.

5c. Yes.

TRENDS

6a. In 2024, there has been a trend towards more functional clothing that requires easy washing and ironing.

6b. Increase: knitwear, pants, shoes, shirts, jeans, jackets, and coats. Decrease: technical outerwear (down and nylon).

BEST SELLING BRANDS

7a. Non commercializziamo la categoria

7b. Montecore (=); Gran Sasso (=); Latorre (=)

7c. Mamikomio Dsgn (-);

TRENDS

6a.

BEST

Mc2 Saint Barth (+)

7d. Valsport (+); Premiata (-); Calce (+)

BRAND BEST SELLER

8. L.B.M. 1911

FINAL CONSIDERATIONS

9. A proposal to consider is postponing winter sales to February and summer sales to August, to better align with climatic changes. Also, clearer national rules for sales would be beneficial.

Armani Exchange (=); Levis (=); Tommy Jeans (+)

7c. Armani Exchange (=); Calvin Klein (+); Tommy Jeans (=)

7d. Calvin Klein (+); Tommy Hilfiger (+); Armani Exchange (+)

Quiet luxury. 6b. Increase: footwear. Decrease: clothing.

SELLING BRANDS

7a. Miu Miu (+); Moncler (+); Gucci (+)

7b. Moncler (+); Zegna (+); Loro Piana (+); 7c. Miu Miu (+); Alaïa (+); Loro Piana (+); 7d. Golden Goose (+); Gucci (+); Alexander McQueen (+)

BRAND BEST SELLER 8. Golden Goose

BACKPACK REVOLUTION

DONE! reinvents the urban backpack, making it horizontal. A new exercise in style born from the needs of those who live the city with dynamism but also of travelers

In a world where accessories have become true style statements, DONE! stands out for its ability to combine innovative design, functionality, and sustainability. The Italian brand, specializing in backpacks, bags, and accessories, has recently launched a new version of its flagship model, the >East+West<, now made with durable Cordura fabric. This feature also improves its durability. DONE! is born from observing people’s daily needs and the desire to offer them a practical and versatile solution, without sacrificing style. The concept behind the horizontal design of the >East+West< is inspired by military products, known for their robustness and functionality, but reinterpreted in a contemporary way to meet the needs of those who live the city with dynamism.

The Perfect Travel Companion One of DONE!’s distinctive elements is its constant pursuit of the perfect balance between design, functionality, and style. Every product originates from a rigorous creative process, based on three fundamental questions: does the design reflect the brand’s identity? Does the functionality meet the user’s needs? Is the aesthetic refined and satisfying?

Only when all these conditions are met, a new model is launched on the market. The >East+West< backpack embodies this philosophy perfectly: designed to offer versatility and comfort, it is the brand’s emblem and testifies to its continuous commitment to innovation, without sacrificing sustainability. Thanks to its partnership with Save the Planet, DONE! merges aesthetics with environmental responsibility. The brand’s expansion strategy focuses on strengthening its presence in Italy and Europe, aiming for significant growth in the USA and with the ambition to conquer global markets. The goal is to make >East+West< a globally recognizable icon, adaptable to different cultural contexts, and become a symbol of connection between the East and West.

“DONE! WAS BORN FROM OBSERVING MY PHOTOGRAPHS OF PEOPLE WEARING BACKPACKS, ALMOST ALWAYS VERTICAL AND BELONGING TO THE SAME BRANDS. I THEN ASKED MYSELF: WHY IS SUCH A COMMON ACCESSORY SUBJECT TO SO LITTLE INNOVATION? FROM THIS REFLECTION, THE IDEA OF DEEPENING RESEARCH ON MATERIALS, FUNCTIONALITY, AND STYLE WAS BORN, GIVING RISE TO A PRODUCT ABLE TO ADAPT TO ANY CONTEXT.”

STEFANIA GNUTTI, FOUNDER

THE ICONIC >EAST+WEST< M, A TIMELESS CLASSIC

Among the most loved variants of the collection, the >East+West< M in dove gray stands out, a model that perfectly embodies DONE!’s philosophy. Made from waterproof recycled nylon, it has a capacity of 18 liters and compact dimensions, ideal for everyday life. The horizontal design, the brand’s signature feature, optimizes internal organization, ensuring quick access to items and maximum comfort. Versatile and suitable for any situation, it can be carried by hand, over the shoulder, crossbody, or as a backpack, adapting to a dynamic lifestyle. Equipped with a padded compartment for laptops up to 13”, a security pocket on the back, and side pockets with a drawstring closure, it combines aesthetics with functionality. The orange nylon lining improves visibility, while details like the removable sliding chest strap and side clips enhance practicality. Elegant and timeless, the dove gray enhances its sophisticated simplicity, making it perfect for both the city

THOSE WHO SEEK, FIND...

High-quality fashion is born from a deep understanding of raw materials. YC Whyci Milano, with over three generations of experience, confirms itself as an excellence in made-in-Italy craftsmanship

Synonymous with refinement and craftsmanship, the collections of YC Whyci Milano are the result of a careful selection of pure, untreated fibers that, with their weight, texture, and feel, become the inspiration for creations with a sober and always contemporary style. Every season, the brand enriches its offerings with details such as embroidery and prints, born from the mastery of an entire region, creating garments that are a true synthesis of natural elegance and international appeal.

The perfect synthesis With the arrival of FW 25/26, YC Whyci Milano prepares to present a collection of outerwear distinguished by comfort, versatility, and refined craftsmanship that never compromises. The brand’s new offerings meet the needs of the modern woman who, on every occasion, knows how to maintain a discreet yet always refined elegance. One of the main novelties are the reversible padded jackets, a true must-have of the brand in recent years. These jackets are enhanced with new features such as quilting and prints, while the design evolves with the magnetic closure, a detail that adds practicality, along with a new version featuring button closure to ensure even greater versatility. The result is a highly functional garment, water-repellent and windproof, designed to offer protection against the elements without compromising on comfort and warmth. Furthermore, the collection is enriched with outerwear made from felted wool, available in three models with clean, essential lines: peacoat, slim jacket, and bomber. Each model is designed to adapt to different body types, with volumes that ensure an impeccable fit. The distinctive element of this new collection is the perfect fusion of craftsmanship and innovation. The various fabrics, carefully selected and hand-printed, are combined to create unique patterns that make each piece not only functional but also a true piece of craftsmanship.

images from the

Some

FW 25 collection by YC Whyci Milano

A JOURNEY BETWEEN COOLNESS AND HERITAGE

Ash is the result of a stylistic alchemy with a well-defined identity and a clear aesthetic vision, blending a vintage boho-chic touch with contemporary design innovation

Ash is much more than a brand: it is a meeting of worlds, a perfect union between French design and Italian tradition, a product that thrives on elegance, audacity, and indisputable quality. Founded more than 20 years ago by Patrick Ithier, a French designer, and Leonello Calvani, an Italian entrepreneur, the brand was born from the idea of creating a product that united the best of both worlds, without ever sacrificing quality and innovation. The brand’s name itself, lacking great symbolism, is an euphonic word, easy to remember, and perfect for a brand that wants to speak to everyone.

The minimalist sneaker that defines the future

From the meeting of elegance and functionality comes the Kill Bill, a new sneaker model by Ash that isn’t afraid to dare while maintaining a subtle minimalist grace. With its low sole and somewhat retro style, the Kill Bill is immediately recognized as one of the standout pieces of the SS 25 collection, destined to leave its mark. This model is not just a sneaker, but an ode to modernity, simplicity, and versatility, all encapsulated in a flawless design. The choice of materials, a mix of suede, leather, and technical fabric, is never random: every single detail of the Kill Bill is designed to offer a superior comfort experience, while maintaining a refined and assertive style. The silhouette, simple yet bold, adapts to every occasion, effortlessly transitioning from everyday looks to more sophisticated ones. The absence of unnecessary elements, the clean lines, and that feeling of lightness that can be felt with every step, make this sneaker a must-have for those seeking a balance between aesthetics and practicality.

Some images of the Kill Bill model by Ash

SHOES THAT TELL A STORY

Every product from Satorisan is a tribute to the art of craftsmanship, where every detail is carefully chosen, every material is selected for its durability and positive environmental impact

In a world where speed and the fleeting seem to dominate every aspect of our lives, there are still pockets of resistance, where the art of quality, reflection, and respect for the planet continues to thrive. Satorisan is one such reality, a brand that has chosen to create something that withstands the passage of time, with the awareness that true beauty does not lie in perfection, but in authenticity and imperfection. The brand’s approach goes beyond simply creating shoes; it builds comfort experiences that evolve and enrich with the passing years.

A Journey into Cosmic Memory

Satorisan doesn’t stop at shoe production: it opens a window to the future. The Stardust project, a symbol of a deep connection to the universe, invites us to reflect on the origin of

all things. Inspired by 1960s soccer boots, Stardust becomes a bridge between eras, a memory of a time that no longer exists but continues to live in our actions. Each model in the FW 25 collection tells not only the nostalgia of an era but also the promise of a future where journey, memory, and emotion intertwine. The Chacrona Pull Up, on the other hand, is the evolution of the iconic Chacrona model. Characterized by a sporty and dynamic design, the shoe features double laces ready to be tied together, a slightly modified upper, perforations for better breathability, and modern details such as the logo engraved on the leather, replacing the embroidered patch. Made of bovine leather with a pull-up finish, natural nubuck, and soft suede, it combines elegance and sportiness, making it a versatile, comfortable, and sophisticated footwear option, ideal for various occasions..

Some images of the new models from the FW 25 collection by Satorisan

CONTINUOUS EXPLORATION

A concept that the F.lli Campagnolo brand, Jeanne Baret, brings to every collection. Inspired by the figure of the pioneering botanist of the same name, the FW 25/26 collection embodies the spirit of adventure. For the true “daily explorer”

What does it mean to be a “daily explorer” today? For Jeanne Baret, it’s a woman in constant evolution, a figure who energetically tackles everyday challenges without losing her connection with nature. And the autumn-winter 2025 collection is the perfect expression of this: an innovative mix of contemporary elegance and a tribute to the natural world, a celebration of exploration understood not only as a physical journey but as a path of inner and personal discovery. The brand takes its name from the incredible Jeanne Baret, the 18th-century explorer who was the first woman to circumnavigate the globe, bringing with her a passion for plants and botany. A story of courage, curiosity, and determination that is now the beating heart of all the collections of the brand of the same name. This is also true for the FW 25/26 collection, presented last November at the Arsenale in Venice during an exclusive fashion show.

Nature as the Inspiring Muse

Nature is the muse behind the winter collection and is also reflected in the colors. The color palette, in fact, is a sensory journey that passes through natural landscapes and atmospheres full of energy, reflecting the versatility of the Jeanne Baret woman, continuously exploring the essence of nature and the challenges of urban life. The “snow drop” white and “rock” stone gray evoke the solidity of natural environments, while the deep black honors the earth. Warm shades of almond and wood reflect the organic beauty of flora, while more vibrant tones of “scarlet,” “mar-

igold,” and “plum” bring the intensity of a garden in full bloom. Natural, Flower, and Stone are the three main color themes of the new line, each reflecting different aspects of the Jeanne Baret woman. Natural is for those who seek a balance between urban style and a connection to nature. Flower is an explosion of energy and passion, suitable for those who love to stand out with elegance. Finally, Stone is for a sophisticated and determined woman who finds strength in the resilience of natural elements.

Innovation as a Key Word

Another aspect that sets the brand apart is its constant research and innovation in materials. The FW 25 collection is a meeting of technology and fashion, with particular attention to sustainability. F.lli Campagnolo’s iconic fleece is reinterpreted in a capsule collection that transforms it from an outdoor product into an elegant and practical choice. However, the real standout is the patented “Ceramica di Riopele” fabric, a material that combines polyester and viscose with a Vicuña wool effect, ensuring high performance and unparalleled softness. Among the most distinctive pieces are the Anemone Padded Jacket, which stands out for its fusion of style and technology: padded with 3M Thinsulate for optimal insulation, it is a garment that ensures warmth and comfort in adverse weather conditions. The Myrtle Padded Long Jacket, on the other hand, is the essence of winter comfort, with Sorona Aura padding that provides thermal insulation without compromising lightness. The Pansy Padded Long Coat, made of 4-way stretch nylon, is designed to offer freedom of movement and protection against the cold and light rain. Other key pieces include the Pansy Cardigan Jacket, a mix between a cardigan and a jacket that combines style and functionality, and the Primrose Zip-Up Hooded Jacket, a versatile proposal made with the revolutionary Ceramica di Riopele fabric. Finally, the Rochefort Reversible Vest and Rochefort Cargo Pant are designed for those who love outdoor adventure but don’t want to sacrifice practicality and comfort in the city.

Some images of the new FW 25/26 collection by Jeanne Baret

UNCOMPROMISING DESIGN

A mix of innovation, functionality, and design that responds to the new needs of a constantly evolving society, where outerwear is not just a piece of clothing but a true tool for urban expression

Canadian is a chapter in the history of Artcrafts International, the Florence-based company that has been the custodian of cultural and commercial heritage since 1958, developing brands that tell stories of fashion, sport, and lifestyle. With a turnover exceeding 100 million euros in 2024 and a network spanning retail, distribution, and e-commerce, the Group is an example of resilience and vision, a crossroads of culture and innovation.

The new collection

For autumn-winter 2025, Canadian presents a collection divided into three distinct lines, designed to meet the tai lor-made desires and needs of each consumer. Each segment explores new stylistic frontiers while maintaining consi stency with the brand’s philosophy: functionality, comfort, and trends. In the Capsule line, elegance blends with the se arch for innovative materials and craftsmanship. Among the novelties are down jackets with prismatic surfaces inspired

by origami, which enhance the three-dimensional volumes and give a new shape to the classic puffer jacket. The Gold series stands out for its luminosity, with cuts that accentuate the brightness of the fabrics. A hint of streetwear culture emerges with the use of all-over denim print on puffers and padded jackets. The Premium section represents the synthesis between aesthetics and functionality. Designed for the modern woman, this line combines sophisticated design with details that express urban elegance but with an outdoor

Some images from the FW 25/26 collection by Canadian

THROUGH TIME

In an era where fashion is constantly evolving, Arovescio confirms itself as a brand capable of blending tradition and innovation, celebrating authentic feminine beauty

Arovescio represents the essence of contem porary fashion, with a vision that combines aesthetics and a strong stylistic identity. Each collection is designed for a modern woman who wants to express her uniqueness with elegance and awareness. The brand stands out for its innovative and artisanal approach, where every pie ce, made in the Carpi workshop, tells a story of resear ch, passion, and quality. The FW 25/26 collection is no exception, offering a line that celebrates sustainable luxury and timeless sophistication.

A fusion of comfort and luxury

The proposal for the upcoming winter stands out for the use of fine natural yarns, selected to offer the ut most comfort. The design plays with a sophisticated color palette, ranging from shades of blue and pink to the warm tones of chocolate. These enveloping and deep hues define the season’s atmosphere, providing a sense of warmth. The winter collection is distingui shed by refined details, such as subtle embroidery, contrasting stitching, and exclusive appliqués that enrich each piece, giving it a distinctive character.

The true beating heart of Arovescio is its craft smanship. Hand-done prints, dyeing techniques, and meticulously finished details give each item an unparalleled look and strong identity. A perfect blend of soft and bold lines, where sophisticated colors intertwine with refined details, creating a modern and innovative vision of femininity.

Each piece tells a story of timeless elegance, able to express both strength and delicacy in a single, extraordinary balance.

Some images from the FW 25/26 collection by Arovescio

TO THE COURT OF THE COAT

Classic forms meet modern details, creating silhouettes that tell stories of refinement and functionality. The coat is not just a garment, but an invitation to experience winter with the promise of protection and beauty in every movement by Maria Pina Ciuffreda

ITALIAN TAILORING

Circolo 1901 represents the perfect blend of tailoring tradition and modernity, offering elegant and versatile collections for the contemporary man. With meticulous attention to detail and the use of high-quality fabrics, the Italian brand stands out for its ability to create garments with sophisticated design, without compromising on functionality.

THE ART OF DRESSING TIME

Bugatti envisions a sophisticated interpretation of everyday luxury. The color palette ranges from warm tones of beige, brown, and chestnut to shades of green and olive. Among the most distinctive items are blousons in mixed materials and velvet, voluminous jackets, slim parkas, checkered trench coats, and houndstooth coats.

THE FORMS OF LUXURY

The long coat from the “Attic” line by Duno, made of doublelayer wool and cashmere, embodies the sartorial elegance of the Luxury Garments segment. With a double-breasted closure, a waist belt, and side pockets, the garment stands out for its refined and functional design. Inside, an ultra-light down-scarf with feather padding offers an additional touch of comfort and warmth.

THE ESSENCE OF FUNCTIONALITY

The Bomboogie double-breasted coat stands out for its "double handmade" craftsmanship and high-quality 70% wool “alpaca look” fabric. The detachable nylon padded hood, large side slits, and adjustable drawstring waist at the back introduce a dynamic and modern element, giving the classic coat a strong and versatile character.

A NEW ERA

SENZA COMPROMESSI

Cruna marks an important evolution. The collection stands out for its color palette divided into five themes: Winter Charme with natural tones and warm whites, Poetic Sweetness in burgundy and pastel pink, Autumn Escape inspired by autumn colors, Sophisticated Core with blue and logo patterns, and Sparkling Nights, an elegant capsule in black, burgundy, and chocolate.

Il piumino Duno è realizzato in tessuto di cotone cerato con cappuccio regolabile con coulisse. Un capo multifunzionale caratterizzato dall’inserto di nastri tecnici ton sur ton che rifiniscono la chiusura frontale e nascondono le tasche al petto con chiusura a zip.

THE NEW CASUAL

Marc O'Polo blends vintage aesthetics and contemporary design with a continuous search for innovation in materials. This season presents a new interpretation of classic textures such as corduroy, tweed, denim, and leather, paired with more refined materials, creating modern and surprising contrasts.

ASSUNTA AND GIACOMO

Federico Cina ’s FW 25/26 collection is an emotional journey that unveils the power of memory and nostalgia, bringing to life the legacy of two beloved people, Federico’s grandparents. The collection takes shape through everyday, intimate, and workwear garments, reflecting the lifestyle habits of Assunta and Giacomo. It shows how daily gestures can contain an entire emotional universe.

AND FLUIDITY MEET

Federica Bonifaci celebrates the encounter between essential geometries and avant-garde tailoring, with the double-breasted tuxedo cape as the central icon. Characterized by a mix of architectural rigor and feminine fluidity, the collection offers luxurious fabrics such as wool, cashmere, leather, and silk, in a palette ranging from black to grey, with touches of powder pink, red, and animal print.

CHALLENGING CONVENTIONS

The John Richmond collection marks a sartorial revolution, where Gothic aesthetics merge with elements of contemporary high fashion. Dark enriched jacquards, oversized fur coats, and bold bombers alternate with elegant silk dresses and evening jackets with punk details. The color palette and the blend of refined materials, such as cashmere and mohair, are mixed with more streetinspired elements like bleached denim and leather cuts.

THE RECIPE FOR CRAFTSMANSHIP

Minina is a brand that stands out for its continuous research and experimentation, a true container of ideas blending French, English, and Japanese influences with solid Italian craftsmanship. Each collection is a fusion of femininity, elegance, and sobriety, with touches of rigor reflected in the meticulous details of the garments, featuring a strong couture imprint.

TIMELESS SOPHISTICATION

Sculptural silhouettes and minimalist sophistication. Dsquared2 ’s neoclassical chapter highlights angular tailoring and elegant, sensual dresses, symbols of contemporary Italian luxury. Collegiate inspiration brings an effortless elegance, with Lace Up shoes paired with denim and knitwear.

THE FUTURE OF CIRCULAR FASHION

With a genderless design and a strong poetic component, Vuscichè is a dialogue between the past and the present, tradition and innovation. The production, made locally (Km 0), reflects the brand’s craftsmanship, using ancient techniques such as scissor cutting and manual washing. Each piece, made special by the scarcity of raw materials, is unique and personalized for each boutique.

DUALISM

Les Filles d’Eva celebrates a complex and magnetic woman, with a mix of dark elegance and a rock spirit. Inspired by icons such as Vanessa Paradis and Angelina Jolie, the collection combines artistic and cinematic references, creating contrasts between strength and fragility.

Timeless elegance and modernity merge in the new Skills Milano collection, designed for a woman who loves to stand out with refined and current style. The offering alternates between soft volumes and more defined silhouettes, creating versatile pieces, from blazers to trousers, to asymmetrical skirts.

WHERE THE PAST MEETS THE FUTURE

ottod’Ame explores transformation with lines that combine elegance, urban dynamism, and autumn comfort. The main collection plays with contrasts, merging Scottish tailoring with Parisian romanticism, and celebrates special occasions with precious, retro details.

TAILORING TRADITION

Barba Napoli is a brand that has maintained the values of artisanal quality and sophistication typical of tradition while adapting to the demands of modern menswear. Each piece is a perfect blend of comfort, style, and innovation, crafted with fine materials and meticulous attention to detail.

WINTER STYLE

The Cienaga coat by Zona20 Milano is a masterpiece of elegance and comfort, made from fine Italian alpaca. Its wave pattern gives it a unique texture, while the double-layer front panel adds a touch of sophisticated innovation. An iconic piece that combines refinement and functionality, perfect for facing the cold season in style.

METROPOLITAN SOUL

Tagliatore embraces every aspect of feminine dressing, combining timeless elegance with metropolitan comfort. The coat, a symbol of refinement, is enriched with fine fabrics such as alpaca, wool, and cashmere, while the more sporty outerwear maintains the connection to traditional Italian tailoring.

BEYOND LOVE

A journey between material sensuality and sartorial savoir-faire: Balestra ’s new collection is a celebration of bold femininity. Fine fabrics, artisanal craftsmanship, and sculptural silhouettes redefine ready-towear with lurex details, foliage lace, and refined transparencies.

IN BALANCE

The Isabella kimono coat, paired with the Isabella knit dress in a wool blend, expresses refined and modern femininity. The cashmere accessory collar and cashmere and silk gloves complete the look with a touch of luxury and warmth. SA SU PHI celebrates the art of knitwear with pieces featuring fluid silhouettes and fine fabrics, offering timeless elegance that combines style and comfort.

FOR A CASUAL CHIC WRAP

In wool and cashmere, in the refined shade of Malo blue, this double-breasted coat is the emblem of the unisex tailoring style of the Florentine brand. The FW 25/26 Malo Cashmere collection highlights the tradition of Italian knitwear with fine materials and an aesthetic inspired by nature, perfectly balancing heritage, innovation, and sustainability.

THE NEW FACE OF THE WARDROBE

Sebago now expands its vision, integrating apparel and footwear into one proposal. The collection reflects a perfect fusion of classicism and experimentation, with a focus on layering and the concept of unisex. A complete, refined, and versatile wardrobe for those seeking elegance and modernity.

TAILORING INNOVATION

Inspired by the timeless charm of Castel del Monte, Hevò’s new collection blends elegance and functionality to face a constantly changing world. Cutting-edge materials, three weights of wool, and versatile padding redefine outerwear, while cotton, wool, and flannel trousers ensure comfort and adaptability.

CLASSIC IN EVOLUTION

Scaglione stands out for its unique vision of elegance, combining artisanal mastery and innovative design. Each collection is a tribute to Italian sartorial tradition, reinterpreted through modern lines and top-quality fabrics. Pieces that tell stories of refinement, versatility, and timeless class.

WITH INNOVATION

Malloni unveils a stylistic journey that blends sartorial tradition and an innovative design vision. The collection deconstructs fashion archetypes, creating essential yet visually striking pieces. The layering of volumes, textures, and materials becomes the focus, with a mix that allows for a versatile and dynamic wardrobe.

A NEW VISION

Drumohr draws inspiration from the abstract art of Cy Twombly, with blurred lines evoking urban graffiti and marks corroded by time. The textures, influenced by the artist’s works on paper, evoke the romanticism and poetry of Stéphane Mallarmé, creating a timeless balance. The colors range from intense tones of crayon pink, lacquer red, and grape to more delicate shades of gray, sage green, and alabaster, in a mix that merges history, graphic symbolism, and the brand’s Scottish tradition.

TOUCH OF INNOVATION

Avant Toi is a perfect balance between sartorial tradition and innovation, with pieces that combine quality materials and bold aesthetics. The refined details and craftsmanship give the pieces a sophisticated allure, while the color gradients and unexpected textures tell a unique stylistic vision.

DISTINCTIVE AND CONTEMPORARY

Innovation, performance, and design meet in the new Blauer USA collection, created to meet the needs of a modern, dynamic audience. The brand’s lines combine urban aesthetics, functionality, and comfort, with versatile pieces that perfectly adapt to any setting, from the city to rural spaces.

THE ART OF COMFORT

Kangra reinterprets Italian elegance with refined collections made from high-quality natural fibers. The new line combines tradition and innovation, offering versatile and sophisticated pieces that embody discreet, timeless luxury, perfect for any occasion.

STYLE THAT MEETS EVERY CHALLENGE

RefrigiWear is synonymous with performance and urban style. With a constant focus on material quality, the brand offers technical and durable pieces designed to face everyday challenges without sacrificing elegance. The new collection stands out for the use of modern details and practical solutions, perfect for those seeking a balance between style and high performance.

ICONIC SNEAKER

The Tokyo Aoyama Wool by Lotto Leggenda offers a sneaker with an innovative design, combining autumnal colors and unique materials such as boiled wool. Inspired by retro running shoes, this sneaker merges modern trends and comfort, creating an original and sophisticated look for the season.

THE MEETING OF FASHION AND ART

gentryportofino reveals a harmonious blend of sophisticated textures and minimalist layering, where traditional tailoring meets innovation. Each piece is the result of artisanal craftsmanship and handmade savoir-faire, reinterpreting iconic silhouettes in a modern light.

TO ACCOMPANY EVERY WOMAN

LaMunt celebrates its third anniversary with a collection that solidifies its identity as a premium mountain sports brand designed "by women for women." The new collection is PFAS-free and boasts a significant increase in the use of recycled fibers such as cashmere, nylon, and polyester.

CONSCIOUSLY

BOLD ELEGANCE

Anfiny presents a collection of 15 pieces inspired by the '90s, where bombers and montgomerys emerge as new season highlights, accompanied by the brand's iconic coat. The winter collection also includes trousers, jackets, and skirts, creating a chic and glamorous total look that doesn’t shy away from a bold and captivating touch.

SNEAKER COUTURE

Enterprise Japan presents a fusion of Italian craftsmanship and Japanese precision. The models, produced in the Marche footwear district, are a tribute to the pop culture of the '70s and '80s, reinterpreted through timeless aesthetics and the Japanese concept of Shibui, which celebrates beauty in imperfection.

WHEREVER YOU GO

Deha presents a traditional soft wool coat, enriched with sporty details in recycled nylon, perfectly blending classic elegance with the dynamism of athleisure. Paired with a soft-touch fabric dress, a long polo model with a belt, the look stands out for its refined comfort, ideal for travel moments.

TAILORED ELEGANCE

The double-breasted coat by Gran Sasso, made from pure wool, combines craftsmanship with functionality, creating a piece of great elegance. The braided knit sleeves, also made of wool, add a subtle originality to the design, while the double fabric, mixing compactness and softness, gives it impeccable structure and comfort.

Lara Suede Mud by TheMoirè is the clutch bag that embodies elegance and sustainability. With its iconic medium size and elegant magnetic closure, the bamboo fabric linings combine an eco-friendly footprint with superior quality, merging refinement with environmental responsibility.

NEW FEMININE DESIGN

Where is the world of sneakers headed?

by Marco

In recent years, the “female issue” has been one of the main topics of debate within the world of sneakers. More and more passionate women, collectors, or simply consumers have demanded more attention from brands, more space and recognition in the cultural field, and greater quality and care in the production of products. They did so by focusing on design, marketing, and distribution issues, highlighting how the role of female communities was sidelined despite their constant growth. One of the most frequently discussed elements is the ability to access the same sought-after releases as their male counterparts, with similar methods and products of equal quality. Whether it was new releases, collaborations with prominent artists, or the return of great classics, the issue was always the same: more pairs, more small sizes, more consideration, and the possibility of having the same sneakers as everyone else. Much has been done about this, but a lot remains to be done. At the same time, perhaps unexpectedly, something has changed: a new generation of designers, stylists, and creative directors has entered the world of sneakers, seeing potential in a product that was attracting great attention but was inevitably losing its role and cultural value. New partnerships have led to a trend shift, often driven by smaller brands where guest designers’ proposals have had greater impact and visible results in the short term, taking chances on the female

audience by creating something different from what was available on the market until then. Cecilie Bahnsen with ASICS, Ottolinger with Puma, Sandy Liang with Salomon, and then Grace Wales Bonner and Yoon Ambush with adidas Originals and Nike, respectively. There are many examples, but the common element is the return of femininity to the world of sneakers, not in a traditional sense, but as a new expression of female creativity through sports footwear. Among mary janes, ballerinas, flowers, and tulle, some might see elements that were heavily criticized a few years ago, when every women’s shoe was a celebration of platforms, pastel colors, and satin ribbons, yet overlooking a fundamental element: the real difference is that the new designs are consistent and genuine, not perceived as trends imposed from above, the result of some moodboard or strange marketing rule. However, one thing doesn’t exclude the other. The new generation of women’s sneakers is working so well that even large companies have taken notice and are rushing to catch up. However, the goal must remain a greater inclusivity in the sneaker world, both in offices and stores. The time is ripe: some of the best-selling men’s products of recent years were originally female items designed by women, just as it is now that all—whether long-time collectors or more recent enthusiasts—can buy and wear what they want, just as collectors and enthusiasts have been able to do for decades.

Above: One of Cecilie Bahnsen’s creations for ASICS

Above: Sandy Liang with Salomon and Taqwa Bint Ali with adidas, two collections inspired by the world of dance

SNEAKERSNSTUFF: FATED DESTINY?

The beginning of 2025 has been marked by the events surrounding the famous Swedish store Sneakersnstuff, which announced the unexpected closure of its historic Stockholm location, active for over 25 years, through its social media profiles. This bolt from the blue has raised many doubts about the future of SNS, which later clarified the situation with a statement: during the past year, the store management unsuccessfully sought an investor willing to step in to address the difficulties that had arisen recently. For this reason, at the start of 2025, Sneakersnstuff AB had to declare bankruptcy, halting operations of the store in Sweden. The stores in London, Berlin, and Paris remain open for now, pending clarification of the company’s overall situation.

ALL GONE PRESENTS THE NEW EDITION

As tradition dictates, Paris Fashion Week served as the backdrop for the official presentation of the new edition of All Gone, the streetwear yearbook compiled by Michael “LaMJC” Dupouy, now in its 19th publication. The launch event was hosted by the Parisian luggage brand Au Départ at its boutique just steps from Place de la Concorde. Au Départ, along with legendary Japanese designer Hiroshi Fujiwara, also designed the graphics for the two covers of the 2025 edition, decorated with the traditional pattern used for nearly 200 years to cover trunks and suitcases. The release of the new volume thus kicks off the presentation tour organized by Dupouy, which is expected to arrive in Italy in the spring.

CLARKS TURNS 200 AND TELLS ITS STORY

2025 marks the 200th birthday of Clarks, founded in Street, Somerset, in 1825. To celebrate this incredible milestone, the English company produced a documentary titled “Clarks: 200 years – from Somerset to the world,” directed by Set Free Richardson and narrated by Yasiin Bey, better known as Mos Def. The documentary features important figures from the worlds of fashion, design, and music, including Liam Gallagher, Ghostface Killah, Raekwon, Martine Rose, Yasiin Bey, Big Youth, Lila Iké, Chris Robinson, Eric Haze, Daniëlle Cathari, David Marx, and Becca Dudley. The documentary was presented to the press during Paris Fashion Week and has been available for viewing since February 5.

STADIUM GOODS CLOSES ITS NY STORE

January 19 marked the last day of operations for the Stadium Goods store at 47 Howard Street, in the heart of New York’s Soho district. Opened in late 2015, Stadium Goods represented a new model of resale store for nearly a decade, imitated worldwide and capable of competing with historic names like Flight Club, a long-time symbol of sneaker culture in New York. Stadium Goods announced the closure of its Manhattan store with an email sent to customers and sellers, stating its intention to focus its efforts on online activities.

DR. MARTENS SAYS GOODBYE TO DARREN MCKOY

In a note published on his Instagram profile, Darren McKoy announced his departure from Dr. Martens, the company he has spent the last 10 years with as global creative director. Over the years, McKoy has become the face of the English brand’s revival, which, under his leadership, has multiplied in value, sales, relevance, and public perception. Many in the streetwear world have cited McKoy as a virtuous example, capable of keeping the tradition of a company like Dr. Martens alive and in the spotlight, successfully positioning it in new market segments, executing collaborations and interesting projects, and reaching new audiences and generations of customers.

CLARKS ALSO IN THE PAF LINE-UP

The South Korean brand Post Archive Faction was once again a highlight of Paris Fashion Week, concluding with a highly anticipated runway show that showcased not only the new clothing collection but also the footwear created in collaboration for fall-winter 2025. In addition to new colorways of models developed in partnership with the Swiss brand On, models on the runway also wore unique Clarks Wallabees; the model has been reimagined with modifications to the classic upper, featuring oversized panels and side stitching, all resting on outdoor Vibram soles instead of the classic rubber ones. Three monochromatic versions appeared during the event: black, dark gray, and light gray, a classic palette for PAF chosen for the suede of these new Wallabees.

BROOKS RETURNS AND CHOOSES JEFF STAPLE

Brooks, the historic American brand among the pioneers of running footwear, will return to the lifestyle market after nearly a decade and has chosen Jeff Staple as the guest designer for this new debut. Staple, whose real name is Jeff Ng, founded the eponymous brand and the New York store Reed Space, and has curated lines, projects, and launches for nearly all the sneaker brands in the landscape, becoming one of the key figures in this culture. It’s no coincidence that Brooks entrusted him with the relaunch of the Adrenaline GTS 4, a running model set to hit stores in March. This announcement comes eight years after the closure of the Brooks Heritage line, which was discontinued in 2017.

HOKA PRESENTS THE SPEEDLOAFER

Hoka has had a busy start to the year with launches, big returns, and high-profile presentations. During Paris Fashion Week, the brand invited a select group of athletes and industry personalities to the Alps above Annecy to spend a few days testing new models. In addition to the return of the Speedgoat 2, the new Project Transport, and the Speedloafer—a unique hybrid that combines the upper of a classic men’s loafer complete with tassels with a technical trail running outsole featuring Vibram. The model made its first appearance the following week on the streets of Paris, immediately selling out upon its online launch on the Hoka website.

NEW PROJECT FOR SAUCONY AND JAE TIPS

Fresh off the success of the Matrix “No shoes in the house,” Saucony and New York rapper and designer Jae Tips have decided to unveil their next collaborative project: a Grid Jazz 9 with the slogan “I love you but I’m busy,” showcased for the first time during Paris Fashion Week. The release is scheduled for this spring and marks the return of the Jazz 9, a 2000s running model that will be available for the first time in a lifestyle version. As with the Matrix, it will be Jae Tips who will debut the model before moving on to new projects with the U.S. brand and his label, Savior Worldwide.

NEW BALANCE 1500 BY SALEHE BEMBURY NOW AVAILABLE

Salehe Bembury has decided to surprise us once again: while we eagerly await the official release of the New Balance 991v2 that appeared last summer, the American designer has chosen to showcase and release a new collaboration with the New England brand within a few weeks: a limited edition 1500, also produced at the Flimby factory in the UK, renamed “Growth be the Tree.” Unlike previous releases, the color palette and material combination are quite traditional, featuring olive green suede paired with slate gray mesh, while brighter shades are used for the embroidery and Encap units. As is customary, the model was initially made available on Sponge, Bembury’s label website.

A RELEASE FOR ASICS AND CECILIE BAHNSEN

Cecilie Bahnsen is undoubtedly one of the architects of ASICS’ renewed success, driven by a new approach to collaborations and special projects, along with excellent use of the archive. After presenting previous collaborative sneakers during Copenhagen Fashion Week, the Danish designer recently unveiled the latest chapter of her partnership with ASICS: two modified versions of the GEL-Terrain MT, elevated to mid-top with an internal neoprene sock. Both versions are adorned with the floral pattern often used by Bahnsen, embroidered in the case of the gray colorway and printed on the zip cover for the black and indigo colorway.

NIKE PRESENTS THE A’ONE

Nike chose the week before the All-Star Game to officially present the A’One, the much-anticipated first model made for Las Vegas Aces star and U.S. national team player A’ja Wilson. This signature shoe was designed with comfort and responsiveness in mind, to best suit Wilson’s playing style. The most recent example of a pro-model created by Nike for a female basketball player is the Sabrina line, now in its second edition dedicated to Sabrina Ionescu, reigning WNBA champion with the New York Liberty. Both versions of the Nike Sabrina have received an overwhelming response and are among the most worn models even on NBA courts, the top men’s league. We’ll see if the A’One can replicate this success; the initial impressions are promising.

COLLINA STRADA SIGNS AN ENTIRE COLLECTION FOR PUMA

Puma is once again collaborating with Collina Strada, entrusting Hillary Taymour’s New York label with an exclusive collection that includes various clothing items along with some limited edition colorways of Suede XL, Velophasis, and Mostro. The latter is the true star: the classic 2000s model, recently reintroduced to Puma’s line-up with a particular focus on the female audience, is available in three exclusive colorways curated by Collina Strada. The approach that made the brand famous has been utilized: oversized details, attention to aesthetics, and colors dictated by the use of reclaimed fabrics and materials, often from warehouse leftovers. Most pieces from the collection designed by Collina Strada for Puma are already available on the German brand’s website, while the Velophasis “Vintage Yellow” will remain an exclusive of the NY brand.

SALOMON AND SANDY LIANG TOGETHER AGAIN

New York designer Sandy Liang reunites with Salomon, renewing the partnership with a third collaborative project featuring the XT-Whisper. Liang had the opportunity to be the first partner of the company to sign a limited edition of the XT-Whisper, a model born as an alternative dedicated to the female audience in trail running and recently reintroduced in a unisex version by the French brand for its lifestyle line. Liang has therefore created a unique colorway of the XT-Whisper, selecting a particular shade of soft pink for the upper, paired with red for the sole and details, while maintaining the metallic silver for the shoe’s structure. The first release of the Sandy Liang XT-Whisper was reserved for the designer’s e-commerce, one week ahead of its arrival in stores.

TAQWA BINT ALI CREATES TWO MODELS FOR ADIDAS

Among the most interesting projects presented at the start of 2025 is the one created by adidas Originals and Franco-Tunisian model, activist, and creative director Taqwa Bint Ali, to whom the German brand has entrusted a pack comprising two new feminine restyling. The Adistar Pose, a 2000s running shoe that has had its tongue removed to make way for a ballerina lace, and the Megaride Mary Jane, a sandal created by modifying the classic runner. Both models are designed with a monochromatic gray colorway and were presented with a short film featuring London-based Kurdish model Deba Hekmat.

PUSHING BOUNDARIES

For a decade, Maha Amsterdam has been leading the female revolution in Sneaker Culture

di Marco Rizzi

Even in one of the capitals of Sneaker Culture like Amsterdam, the female scene was overlooked for years. Over the past ten years, Maha has successfully proposed an interesting retail model entirely dedicated to women, placing their role at the center of the sneaker world. Saskia van Hofwegen, founder of the Dutch boutique, explained to us how it all began.

First of all, tell us more about Maha: how did it start and why did you decide to focus on women?

Maha Amsterdam was founded in 2015 by me and my partner Dian, with a simple idea: to create a space where women could fully embrace their passion for streetwear and sneakers, a scene that has always been dominated by men. Our goal was to create a place where women could express themselves, access the best sneakers, and truly feel part of a world that hadn’t always given them space. Honestly, I could buy sneakers from almost anywhere, but there was nothing that really spoke to me as a woman who loved sneakers and streetwear. So, instead of waiting for someone else to create this space, Dian and I decided to build it ourselves. Focusing on women was a natural step. There was (and still is) a significant gap in the market, where the majority of Sneaker Culture didn’t seem to be available to women. It wasn’t just about sales; it was about creating a community where women felt seen and heard.

Amsterdam is one of the symbols of European and global Sneaker Culture. Was it difficult to integrate your retail model, and what is your relationship with the local scene?

Amsterdam is undoubtedly a reference point in sneaker culture and the industry worldwide, and it has a rich history. So finding our space with Maha definitely came with challenges. We knew there was already a well-established scene here, but we also felt there was room for something different, specifically focused on women, going beyond just sneakers. The Netherlands is actually a country where it’s hard to manage a store dedicated to women with a certain selection of brands. In the male scene, you can

easily walk into a store and find Stüssy next to Margiela, and no one blinks. But in the women’s industry, here, it’s almost considered blasphemy. There’s this expectation that everything should fall into a very specific category, and straying from this norm has been very difficult. Building a relationship with the local scene and communities played an important role in making this vision a reality. We didn’t want to just be another boutique; we wanted to be a hub for our community, connecting people through events, collaborations, and shared experiences. [Over time, we’ve managed to carve out a space where people feel seen, heard, and represented.] Creativity, inclusivity, and a desire for innovation have made Amsterdam an exciting place to be, and we are proud to be part of this story.

In recent years, we’ve seen more women getting involved in various aspects of the sneaker industry: designers and artists have found their place in companies, the product has improved, and there’s more attention for communities and customers. What has changed, and what do you think can still improve?

Recently, we’ve certainly witnessed a shift in the industry, with more women in key roles like designers, artists, and leaders of companies. It’s wonderful to see a broader spectrum of voices contributing to the industry, bringing fresh perspectives and ideas. Companies have started realizing the importance of reaching out to different customer categories, leading to better products, more variety, and more attention to communities and the customer experience. The culture feels more welcoming, and this is a positive change. What has changed is that women are no longer seen just as consumers, but for their active contribution to Sneaker Culture. There is greater recognition for the unique style, needs, and desires of different categories, and companies are doing a better job considering these aspects with their products and collaborations. However, there is always room for improvement. The industry still has a long way to go in terms of true representation, especially regarding diversity, ensuring that more voices are heard—not just those that have already reached visibility.

What should we expect from Maha in the future?

Looking ahead, we are very excited about what the future holds for Maha, especially with our tenth anniversary approaching. It’s been a long journey, and we’re proud of where we’ve reached, but there’s still so much to conquer. One of our main goals is to launch our own clothing line or to work on collaborations that truly represent the DNA of Maha Amsterdam. [...] As we approach our tenth birthday, we are focused on staying authentic, pushing boundaries in the right way, and carefully planning our next steps. The future is still full of potential, and we’re ready to take Maha Amsterdam to its next chapter, on our terms.

some images of the shop and café active in Amsterdam

The full interview on hubstyle.it

Opposite:

Saskia van Hofwegen e Dian Iskandar founder