Herno staged an elaborate presentation in a former cinema to illustrate the theme of its fall collection, Touch, but the best way to experience the concept was to pick up the garments themselves.
From a gray cashmere coat with mink panels in front to a white down vest topped with a cream knit cape, many of the pieces were exceptionally light, the result of avant-garde techniques such as heat-bonded taping and ultrasound stitching.
Herno showcased items ranging from the technologically advanced — jackets in a two-layer Windstopper fabric developed with the makers of Gore-Tex — to the stylistically forward, namely the women’s pendant of its capsule collection with graphic artist Pierre-Louis Mascia, unveiled at Pitti Uomo in January.
Claudio Marenzi, president and managing director of the firm, said Herno would focus this year on expanding in the United States, which accounted for 6 percent of its sales in 2015. “In percentage terms, it’s the market that has been growing the most in the last three seasons,” he explained.
Herno also plans to open its first freestanding stores in Seoul and Kiev, Ukraine, and its second stand-alone store in Tokyo. It makes 70 percent of its revenues overseas and has seen turnover rise tenfold to 71 million euros, or $78.8 million, since Marenzi took over the company founded by his father in 2007.