“Là, tout n’est qu’ordre et beauté,
Luxe, calme et volupté”
These lines from Invitation au voyage by Charles Baudelaire summarize the mood of Kiton’s presentation of the woman collection at the fashion week in Milan.
The 28th of February, in via Pontaccio 21 at Palazzo Kiton, three coloured theme rooms introduced the palette of the collection: green, blue and spicy orange. In these rooms, models were sitting on sofas and looking around, acting as spectators more than protagonists. Kiton’s woman looks like a woman of Tamara de Lempicka painting, elegant and voluptuous, set in the 70’s described as the most appreciated years from the brand.
The rarefied atmosphere is that of a piece of art, that beyond giving intellectual and sensorial pleasure, is also able to involve the actual spectator to the point of becoming part of the artistic context.
The aim was to invite the participants to enter colours, art and beauty in a situation where each object is part of a final picture: paintings by Mimmo Paladino, Lucio Del Pezzo, Manlio Giarrizzo and Lello Esposito; contemporary pieces of design as the 40’s green sofa by Giò Ponti or the 70’s lamp Lyndon by Vico Magistretti.
The reason of this uncommon presentation is to be found in Maria Giovanna Paone words, vice president of the company: “We don’t want to be trendy or do runway shows”. Most of the pieces of art shown in the presentation are permanently present at Palazzo Kiton because “the concept of Art is part of the DNA of our company, thanks to the President Ciro Paone. He always wanted to share and transmit to his employees his unconditional passion for art, sartorial, design or figurative. This strong belief comes from the awareness that for creating art it is necessary to experience the unique pleasure that only art can give”.
The woman line, first launched in 1995, represents the 10% of the production of the group, with a growth of the 20% in the last two years, and it is sold abroad for the 95%.
At the moment, the distribution brings the collection to 41 monobrand stores and some department stores in US, Japan and Russia.
The Neapolitan brand closed the 2014 with a turnover of 110 millions, a 6 millions increase on the year before.
Since the unstoppable growing, the group is launching a plan of new openings, starting from China, first market in terms of turnover, in Macao and Shenzen, then USA, first market in terms of production, in S. Francisco and Houston. Finally in Europe in Zurig.
Furthermore, the group is also deciding to approach the African market starting from Nigeria, Congo and South Africa: “It could be the new market of tomorrow and we want to be ready”, affirms CEO De Matteis.