PJs VALUES: Outerwear specialist Parajumpers debuted at Milan Fashion Week with its first presentation aimed toward elevating model consciousness.
Operated by Ape SpA, the label, which borrows its identify from the U.S. military’s 210th Rescue Squadron, referred to as on digital artist Felice Limosani to develop an arty and high-tech set up with only a few merchandise in sight.
“We didn’t want to talk about products but rather in terms of the brand’s values that pivot on three elements: the arts, technology and the human touch,” stated Cristina Paulon, daughter of Ape’s founder Ermanno and the corporate’s gross sales advertising and marketing director.
Limosani developed a digital video map to replicate the hypnotizing soundtrack created by Italian trip-hop trio BowLand that was projected onto the partitions of the Casa degli Artisti venue on Sunday night time.
Fashion-wise, the most recent assortment was developed by the label’s longtime inventive director Massimo Rossetti in collaboration with Leonardo Fasolo, who has introduced in a brisker tackle silhouettes that had been oversize and roomy for parkas and jackets that had no fur trimmings.
Paulon defined the corporate is at all times wanting for new supplies and eco-friendly padding, however most significantly “sustainability can be measured in terms of the way we work and the fact that our designs are meant to last forever,” she famous.
The government stated Northern Europe is a powerful focus for the model, with international locations akin to France, the U.K. and Germany displaying constant development up to now few years. The U.S. can be excessive on the corporate’s agenda as Parajumpers is stocked at New York’s Bloomingdale’s, Olive & Bette and Bandier. Leveraging the model consciousness in South Korea, Paulon stated she sees potential in different international locations within the Far East.
In 2018, Ape SpA posted revenues of 68 million euros, and though financials for 2019 weren’t out there, Paulon stated they count on a 5 to 10 % improve.
Asked about coming into the brand new decade for the model, Paulon was easy. “We want to go against the grain,” she stated. “Our values of performance and durability are more important than fashion. You can improve without necessarily changing every season.”