Blumarine: Y2K Revival to Future Rebirth
The fashion world continues to buzz with ongoing changes in creative direction. A few weeks ago, Blumarine and Nicola Brognano announced the end of their collaboration, which began in February 2020.
Mariacarla Boscono - Blumarine SS24 collection by Brognano
Marco Marchi, the CEO of Eccellenze Italiane, commented: “Nicola has been able to interpret historical Blumarine codes, reinterpreting them in an original and contemporary way, reigniting interest in the brand among industry professionals and customers.” Y2K archive, low-rise denim, and lace: this is how the historic brand, founded by Anna Molinari, was brought back to life. Brognano embraced the trend of recent years, aiming to visually capture the boldness of the digital generation in their fearless and nostalgic approach to fashion. The generation targeted is unafraid to be seen for who they are and nods to a fashion past they haven’t lived, reinterpreting it in their way while respecting its codes. This representation aligns with the brand’s erotic and libertine connotation that has always characterized it. However, reviving a brand and reimagining it in a contemporary context within the current era is not simple, especially when trying to narrate the 2000s. But the former creative director of Blumarine skillfully managed to reignite interest in a brand that had faded, thanks to his stylistic revolution and the ability to capture the audience’s attention in an era where everything must be immediate.
Gigi Hadid – Tod’s SS22 collection by Chiapponi
Now, it’s up to Walter Chiapponi, former creative director of Tod’s, to chart the course of the brand and interpret its history with new eyes. Chiapponi has made his mark in the fashion industry with his essential approach filled with savoir-faire and sensuality. His clean lines and precious materials have cleansed the overused and frivolous minimalism, creating a simple yet highly communicative image that exudes femininity without excessive adornments. The announcement came a few days ago, with the first collection set to debut in February 2024. At first glance, this choice might seem strange, but in reality, it’s more logical than one might think. Although the 2000s trend helped bring Blumarine back into the international fashion spotlight, the brand needs a fresh interpretation of femininity that respects its heritage while reinterpreting it for the contemporary audience to maintain a strong brand identity.
Blumarine has always been associated with a Lolita-esque attitude and a sensual, teasing innocence. It is now entering a new chapter in its history during a delicate period, and we cannot wait to see the brand’s new debut.
