CUT TO FIT
“Lorena always designs things she would wear herself,” says Luca Mirabassi, CEO at the Italian fashion label Lorena Antoniazzi. “She is always travelling and on the move, but never compromises on style.”
Lorena and her husband Luca (pictured together below, right) founded the eponymous Lorena Antoniazzi label in 1993 in Perugia. The couple have since built a fast-growing international brand around her high quality, contemporary clothes – easy to pack for a trip yet elegant enough to make an impression. The headquarters remain in Perugia, albeit in larger premises to keep up with overseas orders.
“The past five years have seen incredible growth, especially in Asia and Russia,” says Luca. “Lorena Antoniazzi is proving a success in Seoul, St Petersburg and Moscow as well as in European fashion destinations including Milan, Paris, London and Cannes.” The company’s distribution strategy focuses on the synergy between the wholesale and retail channels of the brand, with a mixture of showrooms, franchises and boutiques such as those in Milan and Paris.
Lorena was a champion athlete when younger as well as a talented artist and designer. She came to unite both an active lifestyle with a love of fashion and design in her career, first being spotted by Italian fashion designer Enrico Coveri, later finding her niche designing knitwear for Claude Montana and the then creative director of Erreuno, Giorgio Armani.
Lorena Antoniazzi’s first sellout knitwear collection set the tone for her use of cashmere, cotton, silk and interwoven metal threads in distinctive, luxurious jumpers, some of them hand-knitted. “It’s all about the craftsmanship,” says Luca. “We use small, local businesses to produce our knitwear, sourced as close as possible to home.” Authenticity is essential to the brand. In 2013 it patented a digital system that tracks the production process and fabric provenance for each garment, something it has used for a decade. “Everything is still made in Italy,” says Luca. “Lorena still designs each collection, it all comes from her.”
As the brand grows, with around 200 items per collection and the addition of evening shoes to the existing leather trainers and loafers, it remains rooted in the quality, design and vision of its founder – relaxed luxury, on the move, without compromise.