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A crowd of well-heeled attendees sported the label at Marni’s New York fashion show on September 10. The decades-old founder and consultant to luxury brands will host a trunk show at the Marni store on Madison Avenue on September 7 to give shoppers an up-close look. Some of his esteemed customers from Dallas, Houston, Los Angeles and Arkansas attend to see what’s one-of-a-kind and decide which one to donate to the runway show.
While editors, influencers and other powerhouses in the fashion industry are known to strut their stuff on any runway show, Marni creative director Francesco Risso took the practice to a whole new level by outfitting every attendee at the brand’s show last fall. In Marni.
Along with Fendi, Marni is one of the first European labels to touch Don in Manhattan. Digital savvy and marketing minded Renzo Rossi, president of Marni’s parent company OTB, certainly knows how to create memorable experiences.
As New York Fashion Week shifts into high gear for the first time since the pandemic and millions return to their offices a few days a week, Silver believes consumers will dress again. “At the beginning of the pandemic, I started telling brands, ‘Don’t think we’re going to wear sweats for the rest of our lives.’ Many people were late to custom dressing. [looks]. People want to play dress up and express themselves and everyone wants an Iris Affleck moment. We just celebrated her 101st birthday.
Nordstrom, Neiman Marcus and designer houses are introducing more stylish looks to reverse the wave of emergency that swept across the US in 2018. In the winter of 2020, 60 percent of Americans said sweat pants or athletic clothing were WWH and only 6. A study by the Society for Human Resource Management found that 10 percent wore business attire.
The global second-hand market is also growing, and is expected to more than double by 2026, reaching $82 billion, according to online resale platform ThredUp.
“A lot of people want to have fashion as one-of-a-kind art,” Silver said of the interest in Marni’s archive items. A couple of dozen pieces will be preferred and some notable fashion benefactors (“the owners, not the lenders” in Silver) will be vying for the styles already worn.
A two-hour sale on September 7 is scheduled to be entered into their diary. Marni fans are expected to make their way to the Upper East Side store after the FIT Couture Council luncheon in the park at Lincoln Center, where Dior’s creative director of women’s haute couture, ready-to-wear and accessories collections, Maria Grazia Chiri.
Pleased with the response to a one-month pop-up at Sage & Madison in Sag Harbor, Silver is considering a three-month pop-up in the Hamptons next summer. “We had a secret pop-up that was a destination for fashion lovers who didn’t want to be. [fashion] Victims. This is related to Marni’s project because it’s all about one-of-a-kind. As things become more accessible in luxury, these brands need to respond and offer something discriminating to customers who want something that no one else has, Silver said.
As celebrities become more open to wearing luxury pieces from past seasons, luxury brands are opening their archives to make a standout statement piece next year, he said. Julia Roberts Black and White Vintage Valentino More environmentally conscious.
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