It seems the fashion world can’t have enough cooperation, has in recent years become a powerful marketing tool for both established and emerging names.
Taking this concept to the next level, shoe brand Ilio Smeraldo, part of the group of shoe specialists Gia Borghini, will launch its spring 2022 collection through 18 partnerships with international individuals, each Everyone designs a small number of shoe styles.
It marks a departure from the disposable capsules that other brands have made, as the partnership is integral to the company’s entire offering.
Barbara Borghini, founder of the group, said: “Our goal was to create a hub to give every woman a voice, because they are all unique, and the synergy is extraordinary. that can flourish.” “In addition to sending a message of sisterhood, our aim is to highlight more women and their voices.”
Entirely handcrafted in Tuscany, the collection reflects the creative ethos of each personality. They were given full creative freedom and asked only to follow a predetermined color palette, to which some collaborators added their own colorful brushstrokes.
“My goal is not necessarily to provide a cohesive collection; I wanted first of all that every woman could express her creativity,” Borghini said.
The list of partners includes 17 women and one man. They are close to Borghini or someone the businessman has always wanted to associate with.
They include stylist Elizabeth Sulcer, a longtime friend of Gia Borghini Group, Kate Young; Rebecca Corbin-Murray; Justin Lee and Florrie Thomas; Chinese-French chef and best-selling cookbook author Mimi Thorisson; model, photographer and philanthropist Laura Bailey; model Grece Ghanem; fashion director Jiyoung Kim; art collector Lorena Vergani; digital talents Cher Bai, Claire Rose Cliteur, Ai Kamoshita, Giulia de Lellis, Ilenia Toma and Géraldine Boublil; Gaelle Drevet, founder of Frankie Shop, as well as male model and designer Simon Nygard.
The full collection offers a mix of styles, from strength-honored Sulcer combat boots or Young’s comfy clogs, to sexy heels like Corbin’s mules and strappy sandals. Lee’s midsole and Bailey’s ’80s-inspired loafers. The result is a line of shoe racks in which fashion styles are flanked by timeless sports and options. a pair of shoes.
According to Borghini, the intuition paid off as the ongoing sales campaign was going strong.
“Work on these types of ads cooperation around the world allows me to meet and collaborate with so many beautiful, talented, strong and creative women like Barbara and her team at Ilio Smeraldo, and that really inspires me with as an artist,” said Sulcer.
Retail from 250 to 350 euros, a pair of shoes has been selling directly to consumers on the brand’s e-commerce for some time, although interest from retailers has spurred Borghini to open a wholesale channel and grow the company’s business potential. newly established.
Following the women’s empowerment message, 10% of proceeds from each pair of shoes sold online are donated to Fondazione Fiorenzo Fratini, a Florence-based NGO that supports girls and boys Need help and psychological counseling.
Young praised the brand’s values of “family and women’s empowerment” while Bailey said Ilio Smeraldo’s ethos aligns with her own and praised the foundation’s efforts to “improve lives.” emotional and economic well-being of the most vulnerable women and girls”.
“We want to celebrate women and share positive messages but also act proactively. Words need to be followed by actions,” Borghini said.
The entrepreneur said new co-designers could be added to each of the two collections per year the brand plans to offer in the future.
Source link Elizabeth Sulcer, Kate Young Of Ilio Smeraldo’s 18 Contributors – WWD