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New Luxury:
the designers breaking from tradition
When asked to think about Italian fashion, brands like Prada, Gucci and Fendi come to mind. Whilst still incredibly successful, all three in the top 10 best-selling brands in the world, new labels are making names for themselves as exciting by offering something different to their predecessors. These are names such as Marcelo Burlon, United Standard and Sunnei, each doing their part to change the definition of Italian fashion.
Marcelo Burlon founded his brand Marcelo Burlon: Country of Milan in 2012 by releasing a t-shirt line created with reference to Patagonia, where he was born, and ‘90s club culture- in 1998 he worked at Magazzini Generali in Milan, a renowned nightclub. The success came from word of mouth and he sold 10,000 t-shirts in its first season. Part of his fame is due to the brand also being an event agency, hosting for clients such as Nike. Having branched out from just t-shirts, his clothing and accessories are characterized by striking graphics, including his ‘cross’ logo.
Imzge: Creative Commons
Source: Pexels