Attico designers Giorgia Tordini, left, and Gilda Ambrosio

EXPERIMENTING WITH NEW FORMATS: The Attico is skipping Milan Fashion Week.

On Tuesday, the brand’s founders and creative directors Giorgia Tordini and Gilda Ambrosio communicated their decision with a personal e-mail, where they also explained their strategy for the season, which they described as an “experiment.”

According to the designers, The Attico fall 2020 collection will be unveiled closer to the time it will hit the stores.

“Instead of the blast of the presentation followed by six months of silence until the clothes get available in the stores, the launch will be immediately followed by the delivery to the shops,” Tordini and Ambrosio wrote in the e-mail. “Communication and sales will be aligned because what we care about most is what women love, do and wear. This move is also part of a global strategy aimed at satisfying our customers in a more organic way.”

According to the brand, the strategy will be unveiled one step at a time to “further engage with the public.”

“Skipping the presentation is not the final solution, it’s just feels right now,” they added. “When The Attico was launched, it was part of the boom of the digital culture. The online is fantastic, but it’s not enough. Experiences are those truly capturing the attention of the public. For this reason, The Attico wants to get closer to customers.”

Founded in 2016, The Attico received an investment from Remo Ruffini, who acquired a 49 percent stake in the company through a vehicle called Archive Srl, controlled by Ruffini Partecipazioni Holding Srl.

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