Mirko Fontana and Diego Marquez

MILAN Blufin, the fashion group controlling the Blumarine brand, is launching a new upper contemporary label, named Be Blumarine.

The new brand replaces Blugirl, which will be discontinued from the pre-fall 2019 season, when the company will unveil the first Be Blumarine collection.

To inaugurate the new course, Blufin has tapped Mirko Fontana and Diego Marquez, the founders of the Au Jour Le Jour contemporary brand, as creative directors of Be Blumarine. Blugirl was previously designed by Anna Molinari, who will remain creative director of the Blumarine luxury line.

“This new brand was born after some serious consideration on the Blugirl label. We wanted something more mature, more modern and more dynamic, and I think that we had to incorporate in the new brand the name of our first line, which is well-known in the world,” said Gianguido Tarabini, Blufin chief executive officer. “Be Blumarine is for a woman aged from 25 who want to dress herself in a young way, with high-quality clothes that reflect the Blumarine world but are more accessible in terms of prices.”

In order to mark a clear distinction between Blumarine and Be Blumarine, Blufin developed a range for the contemporary line featuring an average wholesale price of 100 euros. “This is about 30 percent lower than the average price of the Blugirl line, which turned out to be too close to Blumarine creating commercial overlaps.”

A sketch from the Be Blumarine pre-fall 2019 collection

A sketch from the Be Blumarine pre-fall 2019 collection.  Courtesy Photo

“We are extremely honored to have started this prestigious partnership. It is a great challenge for us,” Marquez said. “For the Be Blumarine project, we started from the Blumarine heritage trying to highlight its great strength in today’s fashion system and combining it with our contemporary vision and energy.”

“We think Be Blumarine represents an answer, rich of contents and with a strong aesthetic, to what international fashion requires today,” Fontana added.

While the first Be Blumarine pre-fall 2019 lineup will be presented at buyers at the company’s showroom in November, the fall 2019 collection will be unveiled with an event during the upcoming Milan Men’s Fashion Week in January.

Along with being distributed from Blufin’s Milanese showroom, Be Blumarine will be also sold by agents across Italy, Europe and Asia from the pre-fall 2019 season. The brand will make its debut in the U.S. market later, with the fall 2019 collection.

According to Tarabini, Be Blumarine’s sales are expected to be between 30 and 40 percent up compared to those of Blugirl, which was available in 380 multibrand stores in the world.

The actual Blugirl 9 monobrand boutiques and 22 corners, located across the globe, will be also converted into Be Blumarine shops.