MILAN — “This brand is not my thing.” This is how trend entrepreneur Cristina Calori kicked off an interview concerning the relaunch of Italian heritage knitwear model Avon Celli. It may sound awkward to listen to that from somebody who’s presenting a brand new challenge, but it surely really says rather a lot about Calori’s method to enterprise.
Calori is the president of WP Lavori in Corso, a Bologna, Italy-based group that manages and distributes a spread of worldwide manufacturers. In specific, the corporate owns the Baracuta and BD Baggies labels, and distributes Barbour and Blundstone.
“We are very focused on heritage brands, but they are all in the outdoors, more sporty and casual segment,” Calori defined. “Avon Celli is a heritage brand, but it’s positioned in the luxury arena and that’s why I decided to keep it separate from the other labels.”
Fully conscious of the variations separating her conventional enterprise from the posh enviornment, for the relaunch of Avon Celli, Calori determined to crew with Milan-based showroom 247, which can distribute the label’s collections ranging from the spring 2022 gross sales marketing campaign, starting this week.
The Italian entrepreneur acquired Avon Celli a couple of decade in the past, however the challenge remained on the shelf for some time. “I was too busy doing other things, but when I sold Woolrich, I finally had more time to dedicate to other things and here we go,” she defined.
Founded in Milan by Pasquale Celli in 1922, Avon Celli had a golden second within the ’90s, when the corporate was not solely promoting profitable knitwear collections underneath the Avon Celli model, however was additionally the unique knitwear producer of a spread of luxurious labels, together with Christian Dior and Yves Saint Laurent.
“My father used to wear Avon Celli beautiful sweaters that were recognized for the richness of their special stitches,” mentioned Calori, including that the model’s archives courting again via the ’80s are serving as a serious supply of inspiration for the relaunch of the label.
While traditionally the model was extra centered on males’s put on, Calori determined to dedicate the identical consideration to each collections, which for the spring 2022 season function round 20 objects every.
Mainly crafted from cotton, in addition to cotton and silk blends, the lineup affords an all-knit whole look, the place tops, starting from sweaters to polo shirts, are juxtaposed with attire, shorts and pants. “The big focus is on textures since we are using all the incredible stitches that we are finding in the archives,” mentioned Calori, including that the inventive crew primarily labored a coloration palette of vibrant tones, together with crimson, that was chosen as Avon Celli’s official hue.
The label’s spring 2022 assortment, which will even be bought on the model’s on-line retailer to be launched in February, will retail from 400 euros to 1,000 euros.
Asked concerning the potential of the model, Calori mentioned that, within the first part, Italy would be the most interesting marketplace for the model. “However, I see great potential in the United States, where the brand used to have a very good business,” she added.
Inacio Ribeiro Relaunches Clements Ribeiro Cashmere Knitwear
Sustainable Knitwear Label James Street Co. Debuts First Spring Collection
Fall 2021 Trend: Knitwear