Italian Heritage Knitwear Brand Avon Celli Sets Relaunch

Italian Heritage Knitwear Brand Avon Celli Sets Relaunch

MILAN — “This brand is not my thing.” This is how fashion entrepreneur Cristina Calori kicked off an interview about the relaunch of Italian heritage knitwear brand Avon Celli. It might sound awkward to hear that from someone who is presenting a new project, but it actually says a lot about Calori’s approach to business.
Calori is the president of WP Lavori in Corso, a Bologna, Italy-based group that manages and distributes a range of international brands. In particular, the company owns the Baracuta and BD Baggies labels, and distributes Barbour and Blundstone.
“We are very focused on heritage brands, but they are all in the outdoors, more sporty and casual segment,” Calori explained. “Avon Celli is a heritage brand, but it’s positioned in the luxury arena and that’s why I decided to keep it separate from the other labels.”

Fully aware of the differences separating her traditional business from the luxury arena, for the relaunch of Avon Celli, Calori decided to team with Milan-based showroom 247, which will distribute the label’s collections starting from the spring 2022 sales campaign, beginning this week.
The Italian entrepreneur acquired Avon Celli about a decade ago, but the project remained on the shelf for a while. “I was too busy doing other things, but when I sold Woolrich, I finally had more time to dedicate to other things and here we go,” she explained.

Founded in Milan by Pasquale Celli in 1922, Avon Celli had a golden moment in the ’90s, when the company was not only selling successful knitwear collections under the Avon Celli brand, but was also the exclusive knitwear manufacturer of a range of luxury labels, including Christian Dior and Yves Saint Laurent.
“My father used to wear Avon Celli beautiful sweaters that were recognized for the richness of their special stitches,” said Calori, adding that the brand’s archives dating back through the ’80s are serving as a major source of inspiration for the relaunch of the label.
While historically the brand was more focused on men’s wear, Calori decided to dedicate the same attention to both collections, which for the spring 2022 season feature around 20 items each.
Mainly crafted from cotton, as well as cotton and silk blends, the lineup offers an all-knit total look, where tops, ranging from sweaters to polo shirts, are juxtaposed with dresses, shorts and pants. “The big focus is on textures since we are using all the incredible stitches that we are finding in the archives,” said Calori, adding that the creative team mainly worked a color palette of vibrant tones, including red, that was chosen as Avon Celli’s official hue.
The label’s spring 2022 collection, which will also be sold at the brand’s online store to be launched in February, will retail from 400 euros to 1,000 euros.
Asked about the potential of the brand, Calori said that, in the first phase, Italy will be the most appealing market for the brand. “However, I see great potential in the United States, where the brand used to have a very good business,” she added.
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Fall 2021 Trend: Knitwear

5 Headline Fashion Trends from NYFW FW21

5 Headline Fashion Trends from NYFW FW21

From architectural knitwear to the grandad tank and the rise of shirt suiting — this is your first look at next season’s must-know trends.
Courtesy of LRS

Fall/winter 2021’s digital fashion month is now upon us and there’s plenty to be excited about. From a blockbuster collection by New York Fashion Week favourite Proenza Schouler to the wit and ingenuity of Collina Strada’s ‘morphing’ lookbook — the US fashion capital was abounding with new energy. Note the runway renditions of the grandad tank, architectural knitwear and resolutely laid-back shirt suiting: this is your recap of the standout trends straight out of New York.
The trend: new shapes in knitwear
Gabriela Hearst, Bevza, Ulla Johnson.

Where we’ve seen it:
Gabriela Hearst, Ulla Johnson, Bevza
What you need to know:
About that knitted dress that you’ve been living in this winter… it’ll still be a wardrobe mainstay this time next year, too. If you’re not already a convert to the cult of full-length sweater dressing, Ulla Johnson and Bevza’s ankle-grazing yarns should prove persuasive. Meanwhile, Gabriela Hearst just put a wholeheartedly artisanal spin on the WFH blanket wrap with an eco-attuned collection inspired by creative polymath Hildegard of Bingen, an 11th-century German saint who “believed in ‘green power’.”
The trend: shirt suiting
Proenza Schouler, Bevza, Gabriela Hearst.

Where we’ve seen it:
Proenza Schouler, Bevza, Gabriela Hearst
What you need to know:
Let’s rephrase this sub-head as ‘what you already know’, which is: none of us miss restrictive corporate dress codes in the form of rigid suiting. Easy-going tailoring that is resolutely laid-back arrived at NYFW in the form of shirt suiting. Flick through Proenza Schouler’s FW21 collection and you’ll see exactly why designers Jack McCollough and Lazaro Hernandez are so beloved by Ella Emhoff, Meadow Walker, and nearly every fashion editor from Paris to Sydney. As Vogue’s Nicole Phelps puts it, “they haven’t lost touch with their cool kid bona fides” — which means plenty of zero-effort chic pieces that we want to wear now.
The trend: the grandad tank
PH5, Our Legacy, Bevza.

Where we’ve seen it:
PH5, Our Legacy, Bevza
What you need to know:
Instagram’s most-wanted wardrobe staple has undergone a NYFW refit, complete with fresh styling cues. Try neat flares, a crisp ’90s boy band shirt or side-split ribbed dress to tap the new New York attitude that encompasses everything from uptown polish (seen at Ukrainian label Bevza) to pillowy comfort (look to PH5).
The trend: pleats
3.1 Philip Lim, Bevza, Adam Lippes.

Where we’ve seen it:
3.1 Phillip Lim, Adam Lippes, Bevza
What you need to know:
I’m going to describe our renewed appreciation of pleated skirts in two words: Princess Diana. The royal’s style archive, (she wore a waist-sculpting belt and swishing, accordion-like midi with aplomb), still has plenty to teach us about timeless style. So, how are we wearing them now? With an elegantly oversized tie-front shirt (3.1 Phillip Lim), boxy polo (Adam Lippes) or thigh-skimming coat (Bevza).
The trend: grunge redux
DSquared2, Our Legacy, LRS.

Where we’ve seen it:
DSquared2, Our Legacy, LRS
What you need to know:
In spite of the mass commodification of the grunge ‘uniform’ in the ’90s, the clothes that the original Seattle bands wore on and off stage were a pretty regular rendition of the city’s style at the time — just, perhaps, a little off. If you’ve found yourself seeking out well-loved plaid shirting, genuinely frayed-edge denim and decade-old jersey T-shirts from the bottom of your drawer of late, you’re not alone. NYFW fall/winter 2021 delivered a celebration of the worn-in, worn out and beloved pieces we all own and gave them the finesse they deserve — and we’re here for it.
Read Next: All The Hair and Beauty Trends You Need to Know From New York Fashion Week FW21
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