Julisis.

MILAN — Brama Group is expanding in beauty.

The European distributor of apparel labels ranging from J Brand and Frame to Equipment, Opening Ceremony and Norma Kamali, has partnered with the Muse & Heroine sales agency, which promotes a cherry-picked selection of international natural beauty brands.

Thanks to the deal, Brama is the first European showroom network to feature a concept dedicated to niche, green beauty as it will be the exclusive distributor for all the brands represented by Muse & Heroine.

The partnership intends to respond to the market’s increasing demand of integrating a beauty offering in high-end fashion retailers, as well as to facilitate the connection between emerging labels and consumers.

“Change is now coming faster than ever and the fashion business is so closely intertwined with beauty,” said Brama Group’s chief executive officer Renzo Braglia.

The executive noted that “the integration of this new luxury health and clean beauty phenomenon for fashion retailers is just at the beginning in Europe,” conversely to what happens in the U.S.

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Muse & Heroine’s founder Janine Knizia — who’s also the current creative director of the Fine Edge knitwear label launched by Brama in 2017 —confirmed Braglia’s words. Spending her time in New York and Los Angeles, she noticed the rise of an eco-luxe beauty trend that eventually encouraged her to launch the concept almost two years ago.

Emerging labels promoted by Muse & Heroine include Le Prunier, Julisis, Radiće and Activist. In addition, the concept offers the Electric & Rose activewear brand and a six-item handmade cashmere collection inspired by Knizia’s own globetrotting lifestyle.

Radiće products.

Radiće products.  Courtesy Photo

“My vision for Muse & Heroine is to bring all these pioneer brands and their unique stories to Europe and challenging the existing system with the upcoming world of healthy living, clean beauty, well-being and nutrition,” she said.

Muse & Heroine is already working with key European retailers, including LuisaViaRoma in Florence, Antonia in Milan and Montaigne Market in Paris, among others.

Based in Modena, Italy, Brama Group operates seven showrooms in key European cities, with the first one opened in Paris in 2011. The others are based in Madrid, Düsseldorf, Munich, Copenhagen, Antwerp and Milan, which is the most recent addition launched in 2017.

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