Fashion

Italian Brands to Know for SS18

Opening this week at Milan Fashion Week, a new exhibition entitled “Italiana: Narrating Italian History Through Fashion, 1971-2001” looks back at a time when Italy dominated the fashion world. Hosted by Fashion History professor Maria Luisa Frisa and W Magazine editor-in-chief Stefani Tonchi, the exhibition looks at the Italy’s fashion heritage which gave the world such iconic pieces as the very first It-bag in the form of the Fendi Baguette, the Armani suit, and—as Frisa would have it—the very concept of menswear.

As Italy’s fashion establishment flexes its muscles this weekend at Milan Fashion Week, here at Coggles we’ve been reflecting on the country’s current crop of fashion brands that continue to fly the flag of elegance, innovation and influence in the industry. Below are our picks of the Italian brands to know for SS18.

Tod’s

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Famous for the ‘Gommino’ driving shoe and metal double T logo that have become a symbol of quality and excellence, Tod’s is synonymous with classic Italian style and modern elegance. Dating back to the 1920s, Tod’s started as a shoemaking business in Filippo Della Valle’s basement, before it was expanded by his grandson Diego in the 1970s and became the brand we know and love today.

This season, the brand returned to its homeland to celebrate the idyllic concept of la dolce vita with Kendall Jenner and Italian golden boy Roberto Bolle in tow. The campaign, which you can see more of here, captures the hedonistic charm of the Italian lifestyle where Tod’s has become a symbol of elegance and luxury.

Shop the Tod’s SS18 collection now >>

Marcelo Burlon

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In little over 15 years, Marcelo Burlon County of Milan has emerged at the forefront of luxury Italian and European streetwear. A man of many talents, Sig Burlon himself lives a mercurial lifestyle as a DJ, designer, photographer, Creative Director and sought-after party organiser across the globe. Just as he shuns geographical borders, Marcelo Burlon’s eponymous label has built its reputation pushing fashion boundaries drawing from his multi-culti blended lifestyle of fashion, music, nightlife, and extreme beauty.

Bold, visual and provocative, Marcelo Burlon draws in iconographic elements from diverse cultures to create his very own symbology and celebrate diversity in each collection. A pure expression of the moment, Marcelo and his County of Milan label celebrates the liberating, exhilarating joys of contamination. He is the great officiator of a thrillingly contemporary melting pot.

Shop the Marcelo Burlon County of Milan SS18 collection now >>

Herno

Herno

Established on the shores of Lake Maggiore, it is no surprise that Herno has become synonymous with luxury raincoats that combine functionality with aesthetics. After working at a local raincoat manufacturer, the brand’s founder Giuseppe Marenzi was called on for military duty during the war which provided him with several ingenious ideas on improving the waterproof nature of fabrics used in raincoat manufacturing. Setting up his own factory in the nearby Erno valley upon his return, Marenzi started up Herno with a mission to create well-made, functional coats and jackets that refused to sacrifice on quality, elegance and quintessential Italian style.

Today managed by Giuseppe’s son Claudio, Herno continues to strive for excellence in outerwear until this day. In addition to its archive of classic styles, the brand continues to innovative with new developments. For Spring/Summer 2018, Herno presents its new Laminar collection which focuses on creating performance-quality outerwear for urban environments. The collection incorporates a two-layer GORE-TEX® PACLITE SHELL® fabric to provide breathable water-resistance and a range of technical details including fully taped seams, double-fastenings, and detachable ergonomic hoods. And all without compromising on its sleek design.

Shop the Herno SS18 collection now >>

DSquared2

Dsquared2 SS18

“Born in Canada, Living in London, Made in Milan”. Perhaps not exclusively Italian then, but DSquared2 is nevertheless a brand with Italian fashion heritage entrenched in its unique identity. Since it was established by Canadian-born twins Dan and Dean Caten in 1994, DSquared2 first found its audience in Italy before spreading rapidly across Europe and globally. Drawing inspiration from a casual Canadian aesthetic combined with Italy’s rich tailoring heritage, the brand has garnered a cult international following thanks to its distinct aesthetic, extravagant runway shows and the energetic personalities of its founders.

Shop the DSquared2 SS18 collection now >>

MSGM

MSGM SS18

Founded in 2008 by Massimo Giorgetti, Italian fashion house MSGM is known for its bold and creative clothing, shoes and accessories. Taking inspiration from contemporary art, popular culture and music, MSGM’s collections take traditional Italian design and add a fun, youthful twist; think carefully-constructed, minimalist architectural pieces with oversized bows, or a simple black midi dress draped in chainmail.

For SS18, MSGM present a collection labelled colour speaks all colour that clearly embodies the brand’s original key principles of colour, youth and energy. The collection features bold, dreamy patterns and soft-tailored pieces that manifest the brand’s individuality and love of colour.

Shop the MSGM SS18 collection now >>

Persol

Steve McQueen wearing Persol in The Thomas Crown Affair

Originally developed as technical eyewear for pilots and the sports drivers in 1917, Persol is today distinguished as one of Italy’s finest sunglasses maker worn by the likes of Leonardo DiCaprio, Ryan Gosling and Chris Pine. Taking its name from the Italian per il sole or ‘for the sun’, Persol today combines its heritage of creating technically advanced eyewear built for comfort and protection with a meticulous attention to design and shape to create some of the world’s most sought-after and iconic eyewear.

Shop the Persol SS18 collection now >>

Anderson’s

50 years ago Carlo Valenti’s Parma based leather factory built up a reputation for excellent quality, expert craftsmanship and innovative technologies. In the ‘80s, the Anderson’s brand was born out of the factory, and it has been committed to crafting belts of superior quality ever since. With innovative design at the heart of the brand ethos, Anderson’s is all about being able to express a quirky personality without compromising on quality.

Producing all its belts by hand until this day, Anderson’s continues to produce all of its belts exclusively in Parma, Northern Italy—a city renowned for the quality of its food and leather goods.

Shop the Anderson’s SS18 collection now >>

Words by Liam Roberts. Images property of the respective brands unless otherwise stated.



Liam Roberts

Liam Roberts

Writer and expert