MILAN — Stefano Pilati is making sweeping changes at Agnona.
This story first appeared in the September 13, 2013 issue of WWD. Subscribe Today.
The designer will unveil his first looks for the brand next week as a seasonless collection and available for purchase on the spot.
The first collection, named #0, will be presented at Agnona’s new boutique at 11 Via Sant’Andrea in Milan from Sept. 18. Also expect new product categories that were not traditionally part of the brand.
A spokesman declined to elaborate on this expansion, noting the collection would be shown to press and retailers neither through a fashion show nor through a classic presentation. “This store, part pop-up, part new concept and part work-in-progress is developed by Pilati together with the Cologne, Germany-based design studio Meiré und Meiré,” said the spokesman.
To celebrate his debut at Agnona, Pilati has invited British singer Alison Moyet to perform at Milan’s 15th century Palazzo Spinola on Sept. 20.
Agnona is the women’s brand owned by men’s powerhouse Ermenegildo Zegna Group. Pilati started Jan. 1 as creative director of Agnona and head of design at Ermenegildo Zegna, with responsibility for that brand’s fashion show as well as for the Ermenegildo Zegna Couture collection.