A new player and the return of a veteran.
Claire-Anne Stroll, the wife of fashion industry tycoon Lawrence Stroll, is gearing up to launch her women’s brand, Callens, Sept. 19.
“A couple of years ago, everyone I knew was constantly reaching for their workout clothing in the morning, regardless of whether or not they were training, and I did the same,” said Stroll, explaining the concept behind the label. “With the Callens collection, I want to create a wardrobe that can be worn all day long, and give women the opportunity to dress in a balance between sports and fashion, where performance meets elegance.”
In keeping with Stroll’s intention, creative director Paul Helbers designed daywear incorporating activewear influences for a chic, relaxed look. The collection includes a range of polo shirts, biker jackets, sweatshirts, track pants and cashmere knits, all worked in high-end fabrics and manufactured in Italy.
To complete the offer, Helbers designed accessories such as sneakers and handbags.
Retail prices range from 200 euros, or $258 at current exchange, for activewear, to 1,200 euros, or $1,550, for the most elaborate outerwear. The first Callens collection is expected to hit high-end multibrand boutiques and department stores across Europe and the Middle and Far East starting in February. Then, the label will launch in the U.S.
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Piazza Sempione is returning to Milan Fashion Week with an artistic partnership, and will present at the Spazio Bigli on Sept. 20.
The fashion label, which last year was acquired by Italian apparel manufacturer Sinv SpA, will present a spring collection in collaboration with the Museum of Modern and Contemporary Art of Trento and Rovereto. Piazza Sempione’s design team teamed up with the museum to study the works of Italian futuristic artist Fortunato Depero and translate some of his paintings into prints.
Focusing on “Rotations of Ballerina and Parrots,” which Depero painted in 1918 for a puppet show in Rome, the brand created sophisticated pigment prints on feminine, easy-to-wear pieces. These include a fresh, flared skirt matched with a striped top; a canvas summer coat paired with straight-lined pants, as well as a black-and-white apron dress worn over a clean white shirt.
Tops and trousers will retail at about $700 and $550, respectively, while dresses will range between $900 and $1,600.
Piazza Sempione retails in 280 stores around the world, including Saks Fifth Avenue and Neiman Marcus in the U.S., a market that accounts for 50 percent of the label’s total business.