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Slow Women: Slower is testing the waters for women’s apparel, which currently accounts for 5 percent to 10 percent of its sales. And he hosted a Milan Fashion Week presentation to show his spring collection for the first time.
Welcoming guests in the Slower flagship in the Arty Brera district – an experience space called Slower 18 that combines a retail space with a mixed bar and cafe – CEO Marco Bernadini said the company is trying the best for women’s lineup in terms of distribution and distribution. Communication, the recognition that the current most relevant market is Italy and there is little international exposure.
“We thought an event would be a good start, the region is already in the limelight and I think it deserves to grow awareness wise,” Bernadini said.
The line-up at the show was a highly edited edit by stylist Tanya Jones, the interior women’s design team led by Misa Tesic to continue their vision of urban gear embedded in simplicity and functionality, the same applied to menswear, the company’s forte.
Earthy tones exemplified by elephant wide trousers with a cut at the ankles and a poet sleeve drop shoulder coat as well as flowing linen trousers for a long umbrella with a sorbet colored dress. A crisp cotton pea green sweater of the same weight is paired with linen pants in a slightly lighter shade, while a colorful A-line skirt is paired with a tonal utility jacket in light pink.
“The conversation with Misa revolved around the brand’s DNA and expertise in menswear. We’ve added a feminine touch, whether it’s funny or edgy, it’s all about urban women, seen strolling around the Brera,” said Jones.
Asked to comment on prospects in the women’s range, Bernardini said it was too early to predict sales figures, but he would wait until 2023 to launch a different strategy.
An established menswear player, Venice-based Sloware is the parent of Incotex casual pants. Zanon’s high-end sweater; Glanshirt casual shirts; Montedoro outerwear, and Officina Slowear accessories and footwear. As reported earlier this year, the company opened its third US retail location, but first in New York in NoHo.
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