Hazine

24.02.2015 - Aisling O'Leary

Label

DRESSCODE: BOLD

THE WOMAN THAT WEARS MARNI IS NOT AFRAID OF WHO SHE IS, EVEN THOUGH SHE KNOWS SHE DOESN’T FIT INTO MAINSTREAM FASHION SOCIETY. SHE HAS THE INCREDIBLY QUIRKY AND YET EXTREMELY STYLISH LOOK. WELL PUT TOGETHER IN BOLD PRINTS AND COLORS DONE IN CHIC FABRICS, TAILORED TO PERFECTION. SHE HAS FLAIR, CONFIDENCE, AND POISE – LIKE THE HEAD DESIGNER CONSUELO CASTIGLIONI.

Marni does not shy away from color, on the contrary. It embraces color and infuses it with graphic prints. The designs are bold and fearless. The label allows women to tell the tale of who they are simply through their personal style. Marni is strong, bold, definite and yet portrays sophistication and approachability.

Go idiosyncratic

Swiss born designer Consuelo Castiglioni and her husband, Gianni, founded Marni in 1994. With his history in the fashion industry, dealing in fur, Consuelo’s initial focus was to implement fur into modern day, ready-to-wear fashion. The first collection was iconic and luxurious womenswear, starting with a F/W collection.

Marni collaborates with artists like the Berlin based painter Magnus Plessen, when designing the collections, but also involves the artists in retail and marketing. For example, store installations made by the artists or even promo videos produced by artists for upcoming collections. The artists vary from well established to “up and coming”.

The house of Marni is a proud-to-be-Italian family oriented brand. The entire process is made in-house, depicting the perfect example of the esteemed label “Made in Italy”. Husband, Gianni, is CEO. Consuelo is Creative Director. Daughter, Carolina, is Director of Special Projects and son Giovanni is working Sales.
Consuelo’s timeless signature is inspired by her passion for architecture and interior design. Take the ‘File’ clutch, for example. The multicolored version has a striking resemblance to 1920’s Neo-plasticism art movement by Piet Mondrian. Marni’s iconic and eclectic style is hard to determine. The avant-garde brand is unpredictable and expressive offering playful and contrasting pieces easily combined to create ones own individuality.

The hype

In the beginning of the 21st century, the brand went international and the success of the company skyrocketed. Influential celebrities were wearing the label and so Marni was receiving international, worldwide recognition.
Consuelo invests so much time and effort into the interior design of each and every flagship store, giving every one a unique and exclusive look, maintaining the concept of authenticity.

Rumors that the company was looking for financial backers started surfacing mid 2012, however these were shot down by the house. “We are always attentive to evaluation opportunities offered by the market”, says Marni spokesperson “but at present we are not looking for a partner”. Five months later, Marni joined the OTB family and found themselves on the fast train to success.

Recently the brand celebrated its 20th year and throughout it all, managed to always remain true to its beliefs and style. Marni women dress for other women, not for men. Sexy, tight and revealing outfits are not what her fashion is about. Marni is considered wearable art, but more importantly: comfortable. Take the “Fussbett” (a.k.a. “The Ugly Shoe”) for example; an orthopedic inspired shoe that has taken the fashion world by storm. Men despise them. Some are utterly confused by them. Women on the other hand, understand, love and respect the Marni style. ‘Seduction, for me, is not something that you show off. It comes from within, as an expression of inner strength’. C. Gastiglioni

 

Short Facts

Trademark

Strong tailoring, bold textures and color blocking are but a taste of how audacious the brand is. The designs are far from “trendy” and there are no crazes in the world of Marni. Instead, timeless, iconic and sophisticated pieces are available for buyers to showcase who they are. Key pieces are the ‘Balloon’ bag and the ‘File’ clutch.

Distinctiveness

Year after year, Marin has held true to their views and style, maintaining their characteristic traits, namely innovativeness and exclusiveness. Timeless and contemporary looks juxtapose each other, similarly the bright colors and bold textures.

Designer History

1994 – Present Consuelo Castiglioni

Who wears it?

Timeline

1994 - A brand is born

Marni is founded by Consuelo and Gianni Castiglioni in Italy. Consuelo operates the design of the label and Gianni engages in the business aspect. The main focus is women’s clothing.

1998 - Leather galore

With the success, the label is in a position to expand and so they launch a Bags and Footwear division, a move that appears to be successful.

2000 - Oversees retail

During the next six years, Marni opens flagships in London, Milan, New York, Paris, Tokyo, Hong Kong and Los Angeles. Business is booming and so Marni decides to launch menswear, jewelry and eyewear in addition to the womenswear, bags and footwear.

2006 - Web: shop till you drop

With the birth of Internet and E-commerce, Marni launches web shops in Europe, The United States, Japan and China. In 2011, they open their very first pop-up store in Hong Kong. Giving back is also close to the Castiglioni heart and so they organize several charity projects over the years. To name a few: Self Portrait From The World, Dreams Of Growing Up and In A World Of My Own.

2012 - From finance to flower

Marni joins the OTB Group in aid of financial backup. The effects are positive and Marni remains Marni. The fashion house collaborates with H&M on the project ‘Marni for H&M’, exposing itself to the majority. In respect of their 20th anniversary, Marni organizes a one-day-only Flower Market in Milan. This is but the beginning of a years worth of celebrations.

Photo:

©Imaxtree ©gettyimages

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