MILAN — Sardinian designer Antonio Marras and Bergamo-based Emmegierre Fashion have signed a new, long-term production agreement for the fashion label’s men’s wear, with the first resulting fall-winter collection to debut in January during Milan fashion week.
“I had long had a special wish to start over again with men’s wear. It was my duty — I owed it to my father and to him I dedicate my collection,” said Marras, adding that he aimed to create modern pieces that would appeal to individualistic men.
“People with style aren’t worried that excess or eccentricity may triumph over the monotony and dullness of ordinary looks,” he noted.
Emmegierre Fashion and Marras will work together to develop the distribution network, focusing heavily on the Italian, Russian and Chinese markets. In Italy, the new men’s wear will be displayed alongside the existing Antonio Marras women’s wear line, as well as the I’M Isola Marras range, at the Circolo Marras showroom on Milan’s Via Cola di Rienzo.
Jackets will be priced between 390 euros and 550 euros, or about $530 and $748 at current exchange. Trousers will run from 190 euros to 300 euros ($258 to $408), tops from 230 euros to 350 euros ($313 to $476) and T-shirts from 90 euros to 150 euros ($122 to $204).
Founded in 2004 by the Vavassori family, Emmegierre Fashion is the offshoot of another family business started in 1962. The firm is specialized in knitwear technology and prides itself on its innovative yarns and garments.
In October, Marras inked a production deal with manufacturer Loma for his I’M Isola Marras line.