BACK AT BARNEYS: Philosophy di Lorenzo Serafini’s first show will be held in Milan on Feb. 27, but the young designer’s initial efforts for the Italian brand are being unveiled for pre-fall — and are already paying dividends. For the first time since the spring 2009 collection, the brand will again be available at Barneys New York at the Madison Avenue flagship as well as the stores in San Francisco, Beverly Hills, Boston, Chicago and Brooklyn, in addition to online. “The Barneys team loved the collection. It felt fresh and current, embodying a romantic, flirty spirit with undertones of a sophisticated sexiness,” said Jennifer Sunwoo, Barneys executive vice president and general merchandise manager for women’s. “[Lorenzo Serafini’s] youthful, pretty pieces convey a bohemian ease that keeps the collection from becoming too sweet.” Sunwoo pointed to the designer’s feminine prints in silk georgettes and ribbon lace in pintuck pleated peasant tops and halter neck sundresses. Serafini tapped Hilary Rhoda for the pre-fall look book, photographed by Ezra Petronio, who also created a short film to debut on Feb. 11.
Massimo Ferretti, president of parent company Aeffe SpA, tapped Serafini last October. He was most recently lead women’s wear designer at Dolce & Gabbana and succeeded Natalie Ratabesi, following Alberta Ferretti’s decision in 2012 to delegate the entire direction of Philosophy to another designer, differentiating it from the signature collection.
This story first appeared in the February 11, 2015 issue of WWD. Subscribe Today.