Hosting press days in showrooms and fashion shows in ad-hoc spaces belongs to the past. Brands are now opting to present their collections in unconventional locations new to the fashion world. Whether they wish to entertain the audience with astounding shows or simply to revisit their presentation format, this new trend is surely gaining more and more popularity by the day.
Dior has been one of the first labels to move in this direction. A few seasons ago, the fashion house took its cruise collection to Blenheim Palace in England, embarking on a journey that called at Upper Las Virgenes Canyon Open Space Preserve in Calabasas, California, then landed at the stables of Chantilly Castle in Paris. Next stop: Marrakech, where the French label’s cruise collection is heading to this year.
And how not to recall the spectacular show event staged by Fendi at the Trevi Fountain in Rome to celebrate its 90thanniversary?
Recently, Gucci has also announced that it is unveiling its resort 2020 collection at Rome’s Capitoline Museums. Alberta Ferretti is now joining the trend, and showing its own resort collection on the French Riviera.
The Italian brand will be guest of honor at the Monte-Carlo Fashion Week (MCFW©), which runs from May 15 to 19. Alberta Ferretti is holding its show on May 18 in the exceptional location of Monaco’s Oceanographic Museum, home to a cultural and natural heritage where science blends with art, as founder Prince Albert I strongly desired. Accordingly, the museum already opened its doors to important exhibitions of contemporary art in the past, welcoming outstanding artists like Damien Hirst and Marc Quinn.
Coming back this year for its 7thedition, the Monte-Carlo Fashion Week is organized by the Chambre Monégasque de la Mode (CMM), founded in 2009 by Federica Nardoni Spinetta to support the Princess Charlene of Monaco Foundation. Established in 2012, the charity will honor Alberta Ferretti with the Made in Italy Fashion Award, a prize celebrating the brand’s creative contribution to the fashion industry along the years.
2018 ended on a positive note for Aeffe, owner of Alberta Ferretti and other brands like Moschino, Philosophy by Lorenzo Serafini and Pollini. It is the result of strategies the company has developed on a number of fronts to ensure a stronger online and offline retail presence, invest in communications and digital PR, and research style.