MILAN — Genny will bow at Bergdorf Goodman in November with a dedicated collection for resort 2017. This is a first for the Italian brand at the store, which will devote a corner to the 25-piece line on its sixth floor.
Artistic director Sara Cavazza Facchini translated a Miami Deco inspiration into embroideries of palm trees on soft chiffon dresses, or graffiti details in fluorescent colors, from fuchsia to azure. An azure jacquard dress is embellished with silver Lurex threads with a 3-D chessboard effect. The collection ranges from cocktail dresses and suits to riding jackets. There is also a white V-neck cadi jumpsuit with embroidered silver sequins running the length of the legs on the sides.
“I’m very proud to see that my designs respond to real needs of the Bergdorf Goodman customer,” said Cavazza Facchini. “There is a certain affinity between my product and Bergdorf Goodman’s, with chic, elegant looks for special occasions.” She observed that the collection is meeting a specific market request and filling a precise product gap.
Core retail prices of the designs for Bergdorf Goodman range from $300 to $500 for pants and shirts; from $500 to $1,000 for dresses; from $800 to $1,500 for jackets, and from $400 to $700 for knits.
Mathias Facchini, chief executive officer of Genny’s parent company Swinger International and Cavazza’s husband, expressed his “great satisfaction. Bergdorf Goodman is a fundamental to approach the U.S. luxury market.”
He noted that Genny has “historically always been loved in the U.S.” In the Eighties and Nineties, spearheaded by Donatella Girombelli, Genny attracted a following for its sharply tailored suits, ornate details and lively prints that catered to working women. In 2001, the Prada Group bought Genny and its sister label, Byblos. Swinger International acquired Genny in February 2011, tapping designer Gabriele Colangelo to revamp it. Byblos is also controlled by the Italian apparel manufacturing group. A former model, Cavazza Facchini, who cut her teeth under Colangelo, debuted her first collection as artistic director with the spring 2014 season.
Facchini was confident the agreement with Bergdorf’s would pave the way to working with other leading U.S. department stores and said that he was eyeing the opening of a boutique in Los Angeles next year.
A store in Los Angeles will fuel and “complete” Genny’s relationship with celebrities, he said. Jaimie Alexander wore a black and emerald-green gown with a geometric pattern at the Golden Globes in January. Other recent examples include Olivia Holt at the iHeartRadio Music Awards in April; Kiersey Clemons, and American country music singer and songwriter Kacey Musgraves all donning Genny designs.
Currently, the company has stores in Rome, Italy’s luxury resort Forte dei Marmi and at the exclusive yacht marina Porto Montenegro. Genny is also available at 100 multibrand stores. La Rinascente will carry the brand’s resort 2017 collection. Facchini said he is looking at opening a store in Milan. He added that the Middle East is also an important market for the brand.
The executive declined to provide financial details about the brand, which he described as “a sleeping beauty” that is being reawakened, but said that it has been seeing a growth progression of 20 percent.
The executive revealed that the company has inked a new license with Eurocosmesi beginning in January for the launch of a new fragrance for Christmas 2017.
Swinger International is based outside Verona and the company has a department dedicated solely to Genny. The line is produced entirely in Italy.