Many of the wealthy attendees of Marni’s fashion show in New York on September 10 will be sporting the label, thanks to a trove of archival items that Cameron Silver has already started pre-selling. The Decades founder and luxury brand consultant will also host a trunk display on September 7 at the Marni store on Madison Avenue for shoppers to get a closer look. Some of her valued clients from Dallas, Houston, Los Angeles and Arkansas will travel to view the one-of-a-kind pieces and decide which one to wear to the show.
While editors, influencers and other forces in the fashion industry have been known to sync up their labels to represent the shows they attend, Marni creative director Francesco Risso took that practice to a new level by dressing all the people who attended the brand’s parade last fall. in Marny.
Along with Fendi, Marni is one of the European brands to touch gift in Manhattan for the first time. Digitally savvy and marketing-minded Renzo Rossi, president of Marni’s parent company OTB, certainly knows how to create memorable experiences.
With New York Fashion Week in full swing for the first time since the pandemic began, and millions of people returning to their offices a few days a week, Silver believes consumers will once again dress smart. “Early in the pandemic, I started telling brands, ‘Don’t think we’re going to wear sweats for the rest of our lives.’ Many people took time to return to fashion [looks]. People want to play dress up and express themselves and everyone wants an Iris Apfel moment. We just celebrated her 101st birthday.”
Nordstrom, Neiman Marcus and designer houses are announcing more refined looks for fall in a bid to reverse the tidal wave of casualization that swept the US Percent wore business attire, according to a survey by the Society for Resource Management Humans.
The global secondhand market has also been 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 own fashion as an art that is one of a kind,” Silver said of the interest in Marni’s archival items. A couple dozen pieces will be up for grabs, and some top fashion philanthropists (“aka the owners, not the lenders,” according to Silver) will compete for worn styles.
The two-hour sale on September 7 is timed to fit into their schedules. Marni fans are expected to head straight to the Upper East Side store after the FIT Couture Council luncheon across the park at Lincoln Center in honor of the creative director of couture, ready-to-wear collections. and women’s accessories by Dior, Maria Grazia Chiuri.
Pleased with the response to a month-long popup at Sage & Madison in Sag Harbor, Silver is considering a three-month popup next summer in the Hamptons. ”We had a secret pop-up that was the fate of fashionistas, who don’t want to be [fashion] victims In some way it is related to the Marni project because it is something unique. As things become more accessible in luxury, these brands have to react and offer something discriminatory to their customers, who want something that no one else has,” Silver said.
As celebrities have become more open to wearing luxury items from past seasons, luxury brands are opening up their archives so that a standout piece can be worn to make a statement next year, she said. Julia Roberts’ vintage black and white Valentino gown at the 2001 Oscars, and more recently Cate Blanchett’s flair for upcycling her red carpet looks, have contributed to consumer acceptance of used items, as well as to the interest induced by the pandemic. to be more aware of the environment.
Source: news.google.com