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21 November 2017

CARACTÈRE INAUGURATES ITS FIRST FLAGSHIP STORE IN PIAZZA SCALA

Celebrations with launching of the “Caractère Heritage” capsule collection

Image archive (Dropbox)bit.ly/caractere_store

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Caractère’s return to Milan has been eagerly awaited by many. For around 10 years Milan had been lacking “the ideal place” to best represent one of the most interesting brands on the Italian prêt-à-porter scene. Today this is all possible once more in the heart of Milan, between via Verdi and via Manzoni, with 8 windows looking onto Piazza della Scala. 250 square metres with an original, contemporary style available to all women of character.

Caractère’s history is certainly important, beginning as it did in the ‘90s and carried forward internationally through a narrative that has seen a succession of testimonials over time, all with the same mission: to represent women of character.

So following on from each other over the years have been Carla Bruni (the brand’s testimonial for 5 years), Valeria Mazza, Esther Cañadas, Helena Christensen and Eva Riccobono. Not just top models, but women with a strong identity in life and at work, encapsulated in their passions, their character.

And it is precisely in order to pay just tribute to this history and long-awaited return to the heart of Milan that Caractère has created Caractère Heritage. “It is an exclusive collection made up of iconic garments” emphasizes Stefano Depentor, Caractère Brand Director. “A reworking with a modern approach of the garments that have strongly distinguished the brand over the course of the years, including those worn by exceptional brand ambassadors and testimonials. A fitting tribute for an Italian brand with an international outlook for women of character, expressing contemporary feel, style, originality and passion. The collection is made up of 12 garments and 3 accessories (boots, iconic bag and fur collar) made of precious materials, such as the pure cashmere in the jumpers, the alpaca wool for the coats, the leather and all natural sheepskin, the silk in the shirt and for the dress. All strictly made in Italy”.

The new location represents a unique, exclusive space. A place where an extraordinary light welcomes and guides customers through 8 windows that open out onto Piazza della Scala. A timeless architectural space in which contemporary materials and design come together to highlight Italian know-how. Here marble dialogues with the velvets, brass-coated surfaces, glass and wood in a continual exchange of perspectives and focal points. An interpretation of space that reconnects with the place and its history, art and fashion.

November 15th will be the first in a series of events dedicated to “women of character” which will be taking place over time, transforming the new Caractère flagship store into a venue where these women can meet up and tell their stories. Women who have distinguished themselves in their ventures through a strong  identity, their approach to work, their passion… women of character.

The first will be an appointment with Rosalba Piccinni, aka “Cantafiorista”, the Singing Florist: an artist, a creative, a singer; an eclectic woman who has managed to transform her profession of florist into something more evolved in realizing her dream to combine her passions for flowers, food and music into a single project. A noted example of storytelling that Caractère has chosen to place centre-stage.

“This inauguration” concludes Hans Hoegstedt, Miroglio Fashion’s MD “represents a comeback in style which the company is strongly committed to in responding to the thousands of calls from the media and our customers. We felt the need and the duty to give a strong, tangible and convincing response and I think that it could not have been any better than this. A clear signal for the company that makes us all proud. Today Caractère has a “home” in Milan once more. An important space where it can best convey its style, the originality of the collection and Italian passion in prêt-à-porter”.

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Caractère

Launched in the early ’90s as a brand for a cosmopolitan woman associated with very formal use and special occasions, today it has developed an original style concept of elegance which is wearable every day.
Over the years Caractère has conducted communication campaigns with testimonials who embody this strong identity, such as Carla Bruni, Valeria Mazza, Esther Cañadas, Helena Christensen and Eva Riccobono.
The brand is distributed through 11 branded stores and 420 wholesale channel shops in 15 countries. The main countries are: Italy, Russia and the United Kingdom.
Caractère is one of the 12 brands by Miroglio Fashion, the number three company on the Italian womenswear market, and part of the leading textile and fashion Miroglio Group founded in 1947.
The launching of the new Flagship Store forms part of the “300 in 300” project Miroglio Fashion embarked on at the beginning of 2017, investing 15 million euro in the opening and restyling of 300 stores in 300 days.