HAPPY WOMEN: Slowear is testing the waters for its womenswear range, currently accounting for between 5 per cent and 10 per cent of its sales. And for the first time he hosted a Milan Fashion Week presentation to reveal the spring collection.
Welcoming guests to Slowear’s flagship in Brera’s arts district — an experimental space called Slowear 18, which combines retail space with a bar and mixology cafe — chief executive Marco Bernardini said the company is testing what works best. well for the female line-up in terms of distribution and communication, acknowledging that the current most important market is Italy and there is little international exposure.
“We thought an event was a great start, the range has already received attention and I think it deserves to grow in terms of communication as well,” said Bernardini.
The lineup on show was a highly curated edit by designer Tanya Jones, brought in by the in-house women’s design team led by Misa Tesic to distill their vision of urban gear infused with ease and practicality, the same goes for for menswear, the company’s forte.
Earth tones, best exemplified by ivory baggy pants cut to the ankles and paired with coats with poetic shoulder sleeves, as well as fluid linen pantsuits that trade blazers for elongated waistcoats, are mixed with sherbet-colored clothing. A pea green wool jacket, in the same weight of fresh cotton, was matched with linen trousers in a slightly lighter shade, while an A-line pleated skirt paired with a voluminous utilitarian jacket was done in a pink easy.
“The conversation with Misa revolved around the DNA of the brand and her expertise in menswear. We added a feminine touch, never weird or too weird, it’s about the urban ladies, the ones seen walking around Brera,” said Jones.
Asked to elaborate on the outlook for the women’s range, Bernardini said it is too early to predict sales volumes, but he is looking forward to 2023 to launch a dedicated strategy.
An established menswear player, Venice-based Slowear is the parent of Incotex casual pants; High-end Zanone knitwear; Glanshirt casual shirt; Montedoro outerwear, and Officina Slowear accessories and shoes. As reported earlier this year, the company opened its third retail location in the US, but first in New York in NoHo.