By and  on January 25, 2008

CASTELFRANCO VENETO, Italy — Portuguese designer Francisco Rosas is taking his namesake brand to the next level with a more aggressive commercial strategy.

With a new showroom off Via Montenapoleone in Milan's golden shopping district, he made his first presentation of a demi-couture, limited-edition line of 13 exclusive evening dresses in Paris at the Hotel Le Bristol on Wednesday, and he will show his pre-fall collection in New York this week. Rosas hopes to expand his distribution network from his current roster of 60 points of sale around the world. His demi-couture featured a ballerina-inspired dress that mixed masculine flannel with feminine tulle and a couple of other confections with distinctive embroidery. It added up to a fine offering of pretty fare.

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