Marni Fashion fans get a chance to shop archival pieces – WWD

Many well-heeled attendees at Marni’s New York fashion show on September 10 will be sporting the brand, thanks to a trove of archival items that Cameron Silver has already begun pre-selling. The Decades founder and luxury brand consultant will also host a trunk show on Sept. 7 at the Marni store on Madison Avenue to give shoppers a closer look. Some of her valued clients from Dallas, Houston, Los Angeles and Arkansas will be visiting to view the unique pieces and decide which ones to wear for the show.

While editors, influencers and other forces in the fashion industry are known to sync their labels to represent the shows they attend, Marni’s creative director Francesco Risso has taken this practice to a new level. by equipping everyone who attended the brand’s fashion show last fall. to Marni.

Along with Fendi, Marni is one of the European brands that is reaching Don in Manhattan for the first time. Renzo Rossi, president of Marni’s parent company, OTB, certainly knows how to create memorable experiences.

As New York Fashion Week kicks into high gear for the first time since the pandemic took hold, and millions return to the back of their offices a few days a week, Silver thinks consumers are going to get dressed again. “At the start of the pandemic, I started saying to brands, ‘Don’t think we’re going to wear sweatshirts for the rest of our lives.’ Many people have been slow to get back to bespoke [looks]. People want to play dress up and express themselves and everyone wants an Iris Apfel moment. We just celebrated his 101st birthday.

Nordstrom, Neiman Marcus and designer houses are announcing more polished looks for fall in a bid to reverse the tidal wave of casualness that has swept across the United States. In the summer of 2020, 60 percent of Americans said sweatpants or activewear were their WFH wardrobe and only 6 percent wore business attire, according to a survey by the Society for Human Resources Management.

The global second-hand market has also grown and is expected to more than double by 2026, to $82 billion, according to online resale platform ThredUp.

“So many people want to own fashion as a one-of-a-kind art,” Silver said of the interest in archival Marni artifacts. A few dozen pieces will be up for grabs, and major fashion philanthropists (“meaning owners, not lenders,” per Silver) will be vying for pre-worn styles.

The two-hour sale on September 7 should be on their calendars. Marni fans should head to the Upper East Side store after the FIT Couture Council luncheon in the grounds of Lincoln Center honoring Maria Grazia Chiuri, artistic director of haute couture, ready-to-wear collections -wear and accessories for women from Dior.

Satisfied with the response to a month-long pop-up at Sage & Madison in Sag Harbor, Silver is considering a three-month pop-up next summer in the Hamptons. “We had a secret pop-up that was the destination for fashion lovers, who don’t want to be [fashion] victims. It’s kind of related to the Marni project because it’s a one-of-a-kind project. As things become more accessible in luxury, these brands need to respond and offer something discriminating to their customers, who want something no one else has,” Silver said.

As celebrities have become more open to wearing luxury items from past seasons, luxury brands are opening up their archives so a standout piece can be carried over to make a statement next year, he said. . Julia Roberts’ vintage black and white Valentino dress at the 2001 Oscars, and more recently Cate Blanchett’s panache to recycle her red carpet looks, have contributed to consumer acceptance of pre-worn, as well as the Pandemic-induced interest in being more environmentally conscious.

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