MILAN — Mark the calendar with a women’s show in January in Milan.
This story first appeared in the November 29, 2011 issue of WWD. Subscribe Today.
Alberta Ferretti plans to show her pre-fall collection and her limited edition, demi-couture line in Milan with a runway show on Jan. 13. The event will be held at Ferretti’s headquarters, a stately palazzo that dates back to 1920.
“This is a moment of general crisis and tension, but we must remain positive and stimulate the market, so I felt the timing was right for this move,” Ferretti told WWD, adding that this will be the first time a designer will hold a runway show in Milan to present a pre-collection.
“We all know how important pre-collections have become, and I would like to convey the right image, showing the clothes worn on the runway,” said Ferretti, who was in Toulon to shoot the spring ad campaign for the signature brand.
The designer underscored both the location and timing of the show, which will take place at the tail end of the men’s trade show Pitti Uomo in Florence and a day before Men’s Fashion Week in Milan. “It’s an important moment for Milan, with an international press here and I would like to draw attention to the city, its energy and business,” said Ferretti.
Except for one show held more than 10 years ago at the palazzo, this will also be the first time the designer will opt for her headquarters as a backdrop.
The show will be divided into two parts: the first, featuring the pre-collection, will be worn by models, while the second part, the capsule line, labeled Alberta Ferretti limited edition, will be worn by “‘It’ girls,” said Ferretti, such as Wonderland fashion editor Julia Sarr-Jamois, blogger Hanneli Mustaparta and Andie MacDowell’s daughter, Sarah-Margaret Qualley, who also modeled the Philosophy line in New York in September.
Last January, the designer showed a capsule collection as a special event at Pitti Uomo, modeled by Camilla Belle, Carmen Dell’Orefice and Marisa Berenson, to name a few. “The line does not have a huge distribution, but it’s been very successful, we had a great sellout and it makes sense to continue,” said Ferretti.
The first collection was associated with the The Jordan River Foundation, chaired by Queen Rania of Jordan, and next year, the event will benefit a yet-to-be-determined women’s association as well, said the designer.