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08 March 2017

VANESSA INCONTRADA AND ELENA MIRO': NEW CAPSULE COLLECTION P/E 2017 DEDICATED TO ALL WOMEN

Presentation in Piazza della Scala on 8 March during International Women's Day: #nontiscordardite

Images and videos archive (Dropbox): bit.ly/EM-pe17

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Wednesday 8 March is the presentation day for the new capsule collection. "Vanessa Incontrada designs Elena Mirò" at the Elena Mirò store – Piazza della Scala.
"There could be no better date to present a collection designed by a woman for all women" said Hans Hegstedt, the new CEO of Miroglio Fashion, adding that it puts "the seal on a particularly satisfying partnership between Vanessa and Elena Mirò, which began in the autumn of 2016 and has produced great results that will see their ultimate expression in the spring/summer 2017 collection. A design process in line with our company mission – women, our passion and our job – which translates into a real statement and tangible projects for all women".
Vanessa Incontrada, now very comfortable in her designer role, enthusiastically endorses these words and concepts.
"I conceived my new collection for Elena Mirò as an act of freedom because freedom generates a feeling of safety and self-confidence. It's like a little tribute to contemporary women. A woman who is increasingly pushed for time and has more things to do. A woman who, as we well know, must be worker, wife, mother and possibly lover. But she doesn't want to give up on the pleasure, which is more a right, to feel good about herself, to be herself. Feeling comfortable everywhere, in every situation, at all times of day."
An ideal continuation of the "Vanessa style" presented in the autumn-winter collection, this capsule has also been created by following a very specific approach: "I embraced the concept of fluidity", Vanessa Incontrada told us, "with lines that don't restrict the body, but rather accompany it very naturally. A very easy-going and versatile way of dressing, with a perceptible yet not ostentatious femininity, highlighted by the lingerie tops, conceived to be worn with tencel denim shirts with updated volumes with hints of the 90's".
The photo shoot for the new capsule collection has been entrusted to the keen eye of one of the most renowned and appreciated Italian and international photographers, Giovanni Gastel. The press and web campaign is set to start on 8 March in conjunction with the launch of the #nontiscordardite project, in which a collection of thoughts, images and videos dedicated to women is accompanied by a message from Vanessa herself.

The new capsule collection

The concept

A collection of 39 garments, designed to suit the many different situations of everyday life and a woman with a diminishing amount of time on her hands.
The collection comprises 39 garments and is conceived for the different situations in the day of a modern, contemporary woman: 30 articles of daywear and nine smart outfits.
"I conceived my new collection for Elena Mirò", said Vanessa Incontrada, "as an act of freedom because freedom generates a feeling of safety and self-confidence. It's like a little tribute to contemporary women. A woman who is increasingly pushed for time and has more things to do. A woman who, as we well know, must be worker, wife, mother and possibly lover. But she doesn't want to give up on the pleasure, which is more a right, to feel good about herself, to be herself. Feeling comfortable everywhere, in every situation, at all times of day."
An ideal continuation of the "Vanessa style" presented in the autumn-winter collection, this capsule has also been created by following a very specific approach: "I embraced the concept of fluidity", Vanessa Incontrada told us, "with lines that don't restrict the body, but rather accompany it very naturally. A very easy-going and versatile way of dressing, with a perceptible yet not ostentatious femininity, highlighted by the lingerie tops, conceived to be worn with tencel denim shirts with updated volumes with hints of the 90's".
According to Roberto Baracco, Elena Mirò' Creative Director: "We've built up a real relationship with Vanessa, a journey brimming with enthusiasm and endeavour. Together we've focused on the recurring, iconic themes of her 'Vanessa Style', like the 'V' necks and the taste for lingerie."

Description
 

A collection that transcends the concept of theme to become a wardrobe with the season's 'must haves'.
Starting with the khaki bomber to be twinned in feminine style with small botanical prints with a touch of powder pink on black, or the pin stripes, which can be positive or negative.
Versatile garments for casual 'everyday' outfits that can also become a new form of office wear. Comfortable, flowing with that extra touch glamour, like the white cardigan-jacket, with the criss-cross leotard and the baggy trouser for a very graphic and essential black and white look.
But spring-summer is also a season packed with special occasions. And that's why the capsule's line also includes garments that are the ultimate in sophisticated elegance, rich in the iconic style details so adored by Vanessa, like the 'V' necks and the accented waist, all features that enhance and highlight a woman's figure. The same woman who on a daily basis likes to wear flowing and comfortable outfits, on special occasions wants to add a touch of sexy smart to her dress style. The men's cut jacket in powder pink with black lapels goes perfectly with a lingerie style top. The collection's iconic dress is ankle length, in black and nude look, created using precious lace with diagonal overlays.
As an alternative there's the sheath stretchy dress, while, for all women who abhor black, the collection is rounded off with two long dresses in night blue and fire red: made out of layers of georgette with a deep split hidden by a spiral cut, simple yet at the same time eye catching.

A summary of the economic data: Vanessa Incontrada and Elena Mirò capsule collection
 

The new capsule collection will be distributed exclusively in Italy, in 85 monobrand Elena Mirò outlets in the corners of the main Italian department stores, in a select range of monobrand stores and online at elenamirò.com.
In 2016 the brand with a sales force in 20 different countries worldwide, achieved a turnover of 104 million euro.
Main national markets: Italy, Spain, Germany, Russia and the rest of Europe.
In 2017 a number of outlets are to be restyled, a project that will involve all the company's brands and which, in the case of Elena Mirò, will lead to a restyling of 35 sales outlets, in line with the new brand image and identity.