MILAN — Guglielmo Miani, chief executive officer of the 93-year old Italian luxury brand Larusmiani, previewed the brand’s men’s spring collection Friday at the label’s Via Montenapoleone showroom. The collection will be presented Sunday during Men’s Fashion Week.
Larusmiani showed 13 looks in vivid fruit colors, such as cherry red, kiwi green, papaya and berry shades. There was also a banana leaf print on the T-shirts. Silk was one of the most-used fabrics, both in the formal and casual pieces, including a red evening jacket in a stiffer silk kimono fabric with a wavy print or a reversible, water-repellent sports jacket with leather piping. “For us all the details are very important,” said Miani. “They give a preciousness that is not ostentatious, but it’s for someone that looks at the details and also discovers them while wearing the collection,” said Miani of his target customer, adding that it’s important for customers to understand the quality more than just a logo.
The U.S. — where the brand is available at Bergdorf Goodman — and China are the most important markets for Larusmiani. “It’s very interesting, that the Chinese client is very quick and fast to buy, he is a fast learner,” said Miani. “Also if you consider that the brand for most of them is unknown, because they haven’t seen it in China. Just here in the store in Milan, Chinese clients account for about 25 percent of sales.”
Miani — who has also been president of the Associazione della Via Montenapoleone since 2010 — said the association that groups retailers on the tony street will open a VIP lounge for select luxury brand customers at Via Montenapoleone 23 in July. Customers will be able to gain access with a special key, given by one of the 10 five-star hotels in Milan or by the luxury brands themselves and will receive 24-hour concierge service, airport transfers and assistance with airport-related procedures.