Dolce&Gabbana take your kitchen to Sicily

It is now possible to pre-order the Dolce & Gabbana kitchen appliances by SMEG!

After the success of last year, when SMEG and Dolce & Gabbana created 100 exclusive hand-painted fridges together ($50,000 each and sold out), the collaboration of experts has focused on small appliances characterized by themes symbolizing an aesthetic strongly linked to Sicily, Italy and its cooking.

The collection includes smaller products such as toasters, juicers, coffee machines, kettles, mixers, immersion and centrifugal blenders: 8 models in total, available soon with prices starting from $600 for the simplest products.

The products will be decorated by hand with golden lemons, citrus fruit or prickly pears, which represent some of the typical Sicilian decorations, framed by triangular geometric patterns called “Crocchi”.



There are also delicate floral motifs inspired by the coasts and landscapes of southern Italy, as well as fascinating images of Mount Etna, arabesques, patterns similar to stylized acanthus leaves.



These are the symbols of an aesthetic inextricably associated with Sicily, the place that has touched the soul of Domenico Dolce and Stefano Gabbana, and associated more generally with Italy and its cuisine, of which Smeg has always been an excellent interpreter.

The new products were shown at the Milan design fair in 2017 and are finally available to customers.

The two companies belong to two different creative sectors but they have the same strong values, with roots in the territory and a tradition of “Made in Italy” excellence. That’s why they have a deep respect for tradition and their creativity that allows them to combine their skills, different specialties, and sensibilities.

Moreover, Dolce & Gabbana had already “dressed” packs of Italian pasta such as paccheri, penne, spaghetti made by the pasta factory Di Martino di Gragnano, “signed” boxes in limited edition mainly destined to the United States.


Ekaterina Okoulik


MAKE IT COLORFUL!/Not what you’d expect from a German watch

Do you notice sometimes that everything starts to be a bit boring and look the same way… everything seems like in a  grey, black or only pastel colors. But you really want something more – brighter, colorful, more energetic.

The watch brands also feel this demand for something more “fancy,” even some of the most conservative ones like German ones…like  Glashutte Original.


Before we start, I should admit that I am very impressed by German design. For sure not always and everywhere, but quite often. The dryness, simplicity and purity, coupled with functionality, make German watches ideal. However, sometimes you really wait for something a bit more funny…a bit more colorful, and here we meet Glashütte Original Sixties Iconic Square.


glashutte-original-sixties-iconic-square-4.jpgIn the new collection, there are five models which differ from each other only in terms of dial design. Their colors correspond to their names: for the creation of Forest, Ocean, Graphite, Tangerine, Fire the company used green, blue, gray, tangerine and fiery red.

More color! Even gray is not ordinary, it seems that drops spread on the glass. The burnt orange digitizer also looks impressive. Juicy red seems like slightly burnt – my choice from this collection.


The release of each version of Sixties Iconic Square is limited to 25 copies. By the way, because of this, it is difficult for them to be sold in some countries where this brand has no boutiques. This is because the company gives priority in getting models to its own stores.


The watch is entirely composed of what is commonly called “characteristic features.” Body-pillow, convex glass, which is high above the dial, convex dial, curved arrows, repeating the relief of the dial, typography in the style of the 1960s. The chronograph is also very special – it is two-sectioned, with hypertrophied counters.


Inside the watch there is a manufactory automatic caliber 39-34 with a skeletonized rotor made of gold. Power reserve is 40 hours. The case diameter is 41 mm. It is put on a very comfortable and soft leather strap. Price: is 8,100 euros.


Color your life with some of Glashutte Original watches!


Being to Becoming, Customers to Users, Personas to Evolutions. What luxury marketers can learn from the “Meaningful Economy”

Brand Model: from customer personas to user evolution. 

Previously brands distinguished their target market around aspects such as demographics, income level, hobbies and social circle. However, all of these labels indicate a state of being – static in place and time. Although these descriptions are useful in adding context about the consumer they do not provide the depth which brands need to get to ‘user evolution’, the transformation that the consumer is undergoing.

Previously this transformation that changed the consumer’s buying behavior was based around time and place: for example a job promotion or purchasing a new home. However, today we work in ever-evolving co-working environments where those around us change from the beginning of the week to the end. We reveal ourselves around micro-content that we publish on social media on an hourly basis, creating our own job titles, walking into a yoga class one person, only to emerge into a spiritually uplifted human being an hour later.

If we now look at the type of transformation which now defines us as consumers, it is clear that we are experimenting, testing, pushing, changing, discovering, formulating, creating and effecting, all of these labels indicating a state of becoming. Individuals do not describe themselves for who they are, they explain what they are turning into. We are constantly growing into something new, our new state of ‘being’ is actually a state of transformation. Brands need to implement a strategy in order to understand how the consumer got there in order to understand how to communicate to them.

"We are what we wear, and wear what we become."

It’s all about being in tune with the consumer’s passion. Gucci is a prime example of tapping into how a consumer sees themselves, inserting themselves organically into individualism by going fur-free. Millennials are more likely to be vegan and vegetarian, they are progressive politically, caring about animal rights and the environment. Fur free is about being part of that, rather than, in management speak, tapping into a brand strategy.


So how did we get here?

If we re-wind back to the 1960’s, our marketing efforts were focused around the family life cycle and the changing needs as consumers moved through the cycle. Even though this concept made sense at the time, as general wealth spread through the United States and more individuals moved up the hierarchy of needs, our relationship towards purchasing behavior changed. For the Millenials, milestones of marriage, homeownership and child raising have now either been delayed or dissolved.

In 1998, we entered the Experience Economy with Joseph Pine II and James H. Gilmore, who’s ideas created a shift from a service-based economy to a focus on seeking experiences over products. However, this was only to lead to an even more exciting ‘Transformational Economy.’ Here, experiences are elevated from enjoyment to personal transformations, sought from brand activations.

And where are we now?

Transformation is the new baseline - The Rise of the
Meaningful Economy.

Power comes from within the consumer, they look to themselves for authority rather than luxury brands to inform them on what true luxury actually is. This shift is from being to becoming, from customers to users and from personas to evolutions. 

Customers are buyers, users are those who experience things on a deeper level, coming from how a brand creates context within the users life. Customers should be thought of less as one-time buyers and more as members with an ongoing relationship. This relationship is formed from meaning. Users assign meaning to those brands because they share a transformative belief.

So, in order to serve this market we have to ask ourselves: "What 
transformation is our user going through/wanting to go 
through/starting to go through?”

Luxury brand marketers should categorize by mentality, a much stronger signal than any demographic could be. When we truly understand and feel the internal change that a user is going through, we can begin to place the brand within the context of that evolution.

Lucy Bunting



Balmain takes Milan shoppers on virtual reality experience

This month is going to be remembered in Balmain’s history, because it is the opening of the first store in Italy by French brand. The store, located in Via Montenapoleone, Milan’s top shopping street, is set to become their third mono-brand in Europe, after London and Paris, but it is going to be a one-of-a-kind!

Resultado de imagem para opening of balmain in milan

Oliver Rousteing wearing the VR Oculus

During the Salone del Mobile Design Week, a really busy time in Milan, Balmain decided to open their Milanese store, and to celebrate it, the brand decided to go TECH! In this new store shoppers are going to have the opportunity to strap into Oculus VR headsets to have an experience designed by Balmain creative director Olivier Rousteing, who is making history by mixing the new stores with tech-world collaboration.

In this new store the custumers can queue up to try a Balmain Special Edition Oculus headset. Olivier has created the virtual experience inside it as a metaphorical journey through the creative process designed to trigger the feelings that he experiences during the creation of his collections in a complete way. He wanted to make sure that people can access his mind and can approach the brand in a different and innovative way.  He said his goal is to let customers discover his feelings.Resultado de imagem para opening of balmain in milan

Rousteing  had never experienced VR before this project and he is confident that VR or other technologies will soon be impacting the fashion system.

“Fashion is more inclusive that ever, and there’s no better way to include more people than through technology and digital.”

Olivier Rousteing

The two-floor store measures 280 square meters, and was designed by Olivier in collaboration with Paris’s Studio AMV in the spirit of the design of a Paris Hotel. Rousteing says that he loves a paradox and he is comfortable with it. “You know me, for seven years at Balmain I’ve been loving French classicism and tradition, but at the same time I’m part of the click generation.”


Fernando Lucas Ferreira


Design Week 2018: parties & events in Milan you CAN’T miss

There are many events during the Milan 2018 Salone del Mobile, all included under a label now famous all over the world: FuoriSalone. These are exhibitions, vernissages, installations, cocktail parties, presentations, conferences, gastronomic events, and real and exclusive parties where everyone wants to go.
Let’s find out all the events and appointments not to be missed.


Milan has been divided into 11 areas or districts that host all the events of the FuoriSalone 2018: Tortona Design Week, Rainbow District, Sant’Ambrogio Area, Lambrate District, Ventura Future and Centrale, Porta Venezia in Design, Bovisa Design District, MonteNapoleone Design Experience, 5vie Art + Design, Brera Design District and Isola Design District. These eleven locations will host over one thousand events in just seven days.

Tuesday April 17, Brera Design District Official Opening

At 7 pm there will be the official opening of this district. At the NH Milano terrace of Palazzo Moscova in Viale Montegrappa 12, you can take part in an exclusive cocktail party with DJ sets and taste excellent truffles.

Brera Design District

Wednesday April 18, Inauguration of the Coccoina d’Autore Collection

The historic stationery and typography Fratelli Bonvin celebrates in his Atelier 1909 space the legendary Coccoina glue, famous for its almond scent. The appointment is for April 18 at 6:30 pm for an “almond” toast.

Risultati immagini per coccoina d'autore

Thursday April 19, Terrazza Duomo 21

Thursday April 19 starting at 7 pm do not miss one of the most exclusive events of FuoriSalone, a cocktail party with Royal Buffet & Dj Set overlooking Milan’s amazing Duomo cathedral and topped by its “Madonnina.”

Risultati immagini per terrazza duomo 21
Terrazza Duomo 21

Thursday April 19, Circle Cocktail Party

Thursday, April 19 at the Circle of Zona Tortona you can participate in an event that mixes good wine with music and fun. From 7 pm you can taste the aperitif offered in collaboration with Vini Tocco and then you can go wild with three different DJ sets of Dj Dibe, Dj Danilo Tocco and Dj Fernando Visone.

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Circle Milano

Friday April 20, White Night of Design in Brera

It is one of the most important events every year and will be held on Friday 20 April in the Brera Design District. Every year a different theme. This year’s is Be Human: designing with empathy. On this occasion, all the showrooms, art, antiques and design shops that will offer special events and various events will remain open at night. Of course all the trendy clubs in the area will be open, some of the most exclusive in Milan.

Risultati immagini per brera sera
Brera by night

Friday April 20, Hotel NYX Party

To mark the FuoriSalone and the opening of the hotel’s summer garden, the Nyx Milan Hotel, the first lifestyle hotel in Europe, will be celebrating Friday, April 20th starting at 7 pm with a cocktail party, a large buffet and Frankie Lopez’s Dj Set.

Risultati immagini per nyx milano
NYX Milano

Installations in the courtyard of the University of Milan

A few steps from the Cathedral in the courtyard of the State University, you can admire installations and works by international architects and designers in a highly engaging sensory journey. Among the most surprising works is “Cells,” realized by the architect Filippo Taidelli that reflects on how the hospitals of the future will be.

Immagine correlata
The University of Milan

BMW inaugurates its Silicon Valley of autonomous driving

BMW has inaugurated the Autonomous Drive Campus in Unterschleissheim, near Munich, a center of excellence and a potential business for the future in the short-to medium-term. To show how much BMW believes in the project, it gave it a name that reflects its pride and ambition: “The Bavarian Silicon Valley.”

The year of the autonomous BMW car will be 2021, according to the company’s official statements. The Bavarian brand has concentrated its efforts. In particular, it has put them together on the “Campus” following the American model, with the aim of channeling and putting all the spearheads of research, experimentation and development in close contact, and comparison.

This is an investment of 500 million euros, funded with a contribution from the state of  Bavaria, and Governor Markus Soder was enthusiastically present at the inauguration.

BMW has always developed and changed over time, to adapt: this is its strength. Born “as a Bavarian engine factory” (Bayerische Motoren Werke), famous for the engines, radial, and jet of the Focke-Wulf and Messerschmitt in the Second World War, it then climbed the sales rankings of sports and luxury cars. Now it is specializing in services, connection and guidance.

Schermata 2018-04-17 alle 14.34.50.pngOn the Unterschleissheim campus there are numerous teams, who study and develop every aspect of autonomous driving. The focus is on levels 3 (expected for 2021) 4 and 5, the last of which does not provide for the presence of the human driver.

Spearheading this push will be BMW iNext, the electric flagship slated for 2021. At that time a new modular platform will be ready, adaptable to any type of powertrain (electric one and the hybrid one with the combination of the petrol engine) .

Meanwhile on the campus, sensors are developed, the Series 7 (that is the best model of the BMW) of the tests have as many as 40 installed . Millions of pieces of experience data are stored on the road in Europe, USA and Asia. This data forms the basis of further simulations,  adding other variables of conditions. FCA and Delphi are also working alongside BMW.Schermata 2018-04-17 alle 14.34.59.png

At the Autonomous Drive Campus, a structure that is as long as three football fields, artificial intelligence also develops. Driver assistance systems are experienced, with an ever increasing calculation capacity. An example? On cars that test stand-alone level 5 driving, the central control pad has the processing capacity of 150 desktops, office computers. Artificial intelligence on cars is set up very similar to human behavior. The first sensors are like eyes and ears, they perceive everything around them. Then we move on to the selection of the most important objects, to the visualization of the scenario and finally to the behavior / decision to be taken. Depending on the situation and experience.

The business of being the first to become more and more efficient and above all safe, self-driving could be a cornerstone for BMW. We got on a 7 Series, with no one behind the wheel. Sitting in the back seat. From which we could, using a tablet, give the starting command, sound the horn, open the roof or the windows, listen to music. But the car has traveled alone. A window on the future, not overwhelming, but extremely advanced and above all just around the corner.

Social Media and e-commerce: is it a match?

How has customer behavior changed in the last years? Which are the new trends in retail? These are the question we should ask ourselves to understand the new digital era and its implication in the luxury retail system.


Considering the big impact that digital has had in retail, brands can’t ignore the new trends. According to the report “Digital in 2017” from We Are Social and Hootsuite, globally people spend, on average, at least two hours per day on social media.

Looking at those data it is possible to understand that the step from e-commerce to social commerce was not a big one.

Social commerce is not only the act of promotion on social media of an ecommerce platform, it also involve all actions of customer loyalizing and product improvement thanks to customers suggestions.

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The new trend can be found already on Instagram with Shopping, created last year and launched in Italy last March. The tool allows brands to insert special tags in their organic posts through which customers can directly purchase. The “Shopping” tool of Instagram allows you to select the photos to show and tag up to five products per image or up to twenty products in the case of carousels by adding filters or captions. Through a simple tap, users can access the information on prices and products directly in the Instagram feed and, after discovering more about an interesting product, can press the “Buy now” button and be sent back to eCommerce where they can conclude what is called “a fluid shopping experience”.

Schermata 2018-04-17 alle 12.44.58.png

Another important social commerce platform is Facebook Marketplace, that lets users see private ads or create groups for sales purposes.  Facebook is also creating a vertical hub, based in Paris and now extended also to Milan, tasked with creating a dialogue with fashion and luxury brands. The aim of the project is to make important luxury houses approach digital and social media commerce.


Social media is an important  tool for brands: lead generation and data acquisition are the  main activities that can be done. Twitter, LinkedIn or Facebook can provide access to a wide variety of relevant information that certainly cannot be found using traditional sales systems and can effectively translate into formidable business opportunities: from discussions between marketers on LinkedIn to user complaints on Twitter and Facebook, through product reviews on specialized blogs, forums, YouTube channels.

Having access to this large amount of information is key to facilitate a higher conversion rate. It helps brands to understand customers and their needs, and to personalize the purchasing experience.

Image result for ecommerce

Is it clear that social media commerce is taking a big space in the retail industry, anyway there are still some negative points to be clarified.

It is still not clear if users want to allow Facebook or other social media to access their credit card and other sensitive data. Moreover brands should provide complete information of the products they are trying to sell on social media, in fact the lack of information could turn the customers away, as shopping is not the first aim of these platforms.Another point of difficulty that can be identified is the different tone of voice that brand must keep for each platform as the target customer change. For sure Instagram, Facebook and snapchat can’t have the same method to reach customers.

It must also be underlined that users request for real-time experiences also for what concern financial issues. For now no social platform has integrated a direct payment method, but more and more alternatives are progressively accepted.

Again, the awareness generated by the brands and their influencers can often create a great allure for the product. Maintaining a positive presence on social media and being always approachable can make brands gain new customers.Social media shopping is also an important touchpoint to enter in the Asian market.


 But what luxury brands think of social media commerce?

There is a high risk of lowering the customers perception of the brand as since few years ago only fast fashion was involved in eCommerce. The brand image can also be affected due to a less exclusive shopping experience.

In any case luxury brand must adapt and follow modernity, as the digital is becoming more and more relevant. More crucially, luxury brands must satisfy their customers, and in a globalized era customers ask for a worldwide brand experience.


Charlotte Cassanelli

Did you get your Prada Train Tickets?


Yes, it is an actual train, with Prada robot train masters who are in charge of tickets. The journey started from Macau in December 2017 and has now arrived in Istanbul. Mainly the train “stops” in luxury malls in big cities. The route map of the train is from Asia to the Middle East and then Europe to the USA. Also, Prada created special products for each destination in limited quantities.



(GQ Turkey)

Prada Silver Line Train in Istanbul is in one of the biggest and popular malls in the city, a 132 meter square space in a pop-up format. The mall, Istinye Park, is  famous for its open-air area with stores of only luxury brands.



(GQ Turkey)

The train is inspired by themes such as travel and modernity, representing Prada’s mobility. The imaginary railway station with its metallic style definitely shows the Prada DNA when you enter.

Prada Robots are the most attention-getting thing in the station. Human sized robots give you the feeling of an innovative and modern train. Also, these robots are not only just robots but Prada Robots  — the same ones on bags, wallets or keychains you can buy.


(Prada Group)

Another characteristic of the train is each location of the installation has limited edition products for each area. In the Istanbul station, there are products with the tags of Istanbul and special colors.



(Photo:Taken by me)

With this approach, Prada is not only selling its new Silver Line collection but also connects with its customers directly by showing the value that they give.The sales associates told me that the travelling retail project is very popular in Istanbul. They said :”Many locals and tourists just come to see and take pictures of the train.” Looking from the marketing approach, Prada Silver Line Train achieved its marketing goals in Istanbul in very successful way. 


Dicle Altintas

Is it the end of brick-and-mortar shops?

Traditionally, luxury brands have always considered online channels to be marginal to their sales strategy. This was mainly because they were considered as a threat for their brand image, as well as because affluent customers were thought to be unwilling to buy online high-end luxury goods. Well, today this assumption is strongly challenged, as demonstrated by the constant growth of Farfetch and YNAP, the two e-tailer giants.

Risultati immagini per farfetch

According to a McKinsey study, in fact, by 2025 more than 1/5 of personal luxury items will be purchased online. In addition, the same study found that the digital landscape – social media sentiment, online stores, Instagram and the influencers – has an impact of more than 40% for the offline purchases of high net worth individuals. In particular, 73% of them browse in multibrand retailers when searching online, to then purchase offline: The quintessential omnichannel approach.

Risultati immagini per omnichannel luxury

Consequently, even the most traditional luxury brands are  now starting to sell their products through multi-brand online retailers, that are very often used only as a brand awareness channel, as Valentino or Armani.

In any case, online sales channels are a big deal today. In fact, in 2017 LVMH, the largest luxury group in the world, created 24 Sèvres, its own multibrand eCommerce portal. It features more than 150 brands, including not only their own such as Le Bon Marché, Louis Vuitton and Loro Piana, but also brands like Gucci and Prada – namely, their competitors.

Risultati immagini per 24sevres

And it is not by chance that in January 2018, right after 24 Sèvres was created, Richemont announced it was purchasing YNAP, paying up to $3.44 billion. This is a clear sign that luxury shopping will never be the same.

But the key question is: would you really buy a €25,000 crocodile bag with a simple click?

The answer would be probably no. 

So, why are companies moving in this direction? Obviously, items of that kind are not sold online, as the shopping experience in the physical store plays a crucial role.

Therefore, in order to fully benefit from the online channels without comprising a luxury brand’s exclusivity, companies should segment and place their products across channels depending on their positioning. A brand could decide, for example, that certain lines and product categories will be reserved only for their monobrand sites or offline boutiques and, on the other hands, their affordable lines might be sold on online multibrand stores, to reach a broader audience.

Immagine correlata

Clearly, there is not a one-fits all strategy (Chanel does not even think about online sales), but what is really important for companies is to have a customer-centric approach, that is, consumers first.

“Today we live in the customers’ world. Every target has its own online behaviour, requires ad hoc shopping experiences, and buys different products […] Does not matter if they are Italian or Chinese customers, young or older. What really needs to drive the strategy must be their purchasing funnel.” 

Carlo Alberto Beretta, Kering chief client and marketing officer.

Pop-ups popping up everywhere!

Pop-up retail formats are temporary stores that showcase a brand from a single day to 120 days, and they reflect how consumers want to shop today. Pop ups help retailers  generate interest and a sense of urgency among shoppers, thanks to unusual and interesting store layouts and unique offers for customers.

Pop-ups are gaining momentum because they are modern showrooms for brands. Nowadays, established and luxury brands are using pop-ups to test new geographic locations and markets, and to capture seasonal sales.

For instance, Louis Vuitton launched a new series of traveling pop-up shops inspired by the idea of exotic islands and travel. The program will be making its way from Miami to Los Angeles, Hawaii, and New York. For the pop-ups, a can’t-miss Volkswagen Bus has been revamped to mimic the tropical island theme behind Kim Jones’ inspirations.

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Louis Vuitton’s Volkswagen Bus
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Louis Vuitton pop-up store in New York
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Louis Vuitton pop-up store in New York

Another example is that of Tiffany & Co., which at the end of January 2018 opened a pop-up store in Los Angeles, just in time for Valentine’s Day. For this occasion, the brand launched a Tiffany tag charm personalized with an L.A.-ism, such as “Love Always” or “Running Late”.

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Tiffany & Co. pop-up store in Los Angeles
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Tiffany & Co. pop-up store in Los Angeles

Prada introduced “Prada Spirit” in January 2018, a new retail project premiered at the Galaxy Mall in Macau, which will last for a month. The company is planning to present the project to other major Asian cities, such as Beijing, Shanghai, Hong Kong, Taipei, Singapore and Seoul. The idea consists in the suggestion of a prestigious and typically Italian traditional café, which displays leather accessories.

“Prada Spirit” – pop-up store in Macau

The latest news comes from the luxury shopping area Quadrilatero della Moda in Milan.

The Italian brand Attico, founded in 2016 by Gilda Ambrosio and Giorgia Tordini, opened its first pop-up store in Milan, with an installation inside the Larusmiani store. The two designers decided to re-create the iconic world of the brand on the first floor of the store: the sartorial aesthetic of Larusmiani meets the overwhelming femininity of Attico in a capsule collection made up of six limited edition items.

The collection includes a revised version of the classic suit, in which ’80s-inspired pants are combined with a shirt embellished with feathers; a trench developed in an uncommon fabric; an embroidered dress; a pair of corduroy trousers and a double-breasted blazer.

Attico pop-up store at Larusmiani
Attico pop-up store at Larusmiani

Moreover, the temporary store offers a selection of ready-to-wear pieces and accessories from the Attico Spring/Summer 2018 collection.

You have time until the end of May to discover and buy this special Attico collection.

…In the meantime, you’d better watch out and bet on which brand will open the next pop-up store!

Sara Saladino

The e-shop that brings together craftsmanship from around the world

Created by Mila Serena di Lapigio, Folkloore is an e-shop dedicated to the excellence of craftsmanship all over the world.

“Folkloore was born in 2015, but the idea of an online store dedicated to craft excellences flashed through my mind for the first time a long time ago. I have always travelled, I am a breeder of unique and unavailable pieces from the countries of the world.” -said Mila Serena di Lapigio to Amica Magazine

By selecting the finest fashion and crafts from the planet’s most remote corners, Folkloore’s dream is to become a touch point for the planet’s best unique artisanal creations. Revealing the secret beauty of worldwide handicrafts will also help to promote and sustain ancient know-how and keep local traditions alive. From Colombia’s sacred mountains to the marvels of southern Italy, Folkloore selects endless scopes of handmade excellence. Explore.

But where do all the products come from? There are now almost 20 countries included in the project (at the time it was just 3!), From Iceland to Thailand, from Ghana to Mexico, passing through Turkey, Great Britain and of course also the closest regions such as Friuli and Sicily!

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The fil rouge uniting the chosen products is authenticity and quality. “I like to study every detail with extreme care: from the choice of the artisans with whom to collaborate to the product in all its forms,” said the founder. Folkloore is firmly opposed to any form of exploitation of territories and people, choosing methods and responsible work that enhance local skills and know-how, undisputed protagonists of an almost unbranded project. It is by choice that Folkloore does not take pieces of already known brands: “I prefer to give an opportunity to the artisans, taking care of the collections that I propose,” said Lapigio.

Folkloore is the good face of globalization: its mission is to act as a global showcase, to give visibility to all those artists whose talent and folklore are worthy of being shown to the whole world.

Francesca Borroni

References: –


Fashion through the eyes of a guru

Natural, funny, lively, intelligent and a well-established woman; but also a wife, a mother of two, Beatrice and Federico, and grandmother of  Rebecca and Tobia.
Adriana has gained experience in the luxury industry since the very beginning of her career, dealing with the most important names in the business, playing a key role in the buying decisions of the most prestigious multi-brand store in Hong Kong. 
The interview with Adriana Camerini Saralvo.


Q: Can you tell me a little bit more about your career and how you started working in the fashion industry?

A: I started working in fashion, for a multi-store buying office, called AGAM, as a market representative for Neiman Marcus. I was overseeing three departments at first: Menswear, furs, and home, getting responsibility for them all after three years. I worked at AGAM for ten years, then I was appointed Manager of Joyce HK, one of the most significant retailers in Asia, resident buying office in Milan.

Q: As an Italian, how do you feel working with people with a completely different culture from yours?

A: It’s a challenge but it’s interesting. It is very important to understand the company’s mission and vision and the customer’s tastes and needs.

Q: What are Chinese customers looking for, from luxury brands nowadays?

A: Mainly luxury brands with a good reputation and brand awareness;  but some customers are now getting more conscious about fashion and more confident of their own taste and style and so are getting more willing to explore new brands not that recognized. They are basically starting to appreciate their own individuality.

Q: Which are the top brands for these clients?

A: As always Italian high-end designer brands, the “usual” ones, and new such as OFF-WHITE, Vetements, Balenciaga, more in general edgy street style brands.

Q: Which are in your opinion the best emerging brands in Italy?

A: Sara Battaglia, Attico, Alanui, LaDoubleJ. These brands, despite their “short life”, are still bought by important and renowned stores worldwide. Is not easy to give to a collection an edgy style with strong personality, good quality and a valuable and distinctive fashion content. Chapeau!


LaDoubleJ: Girls Gone Wild

Q: Who has had the biggest influence on your career?

A: Joyce Ma. My style teacher

Q: What do you think are the most important skills for a buyer?

A: Passion, fashion attitude, customer understanding, organisational capabilities and little math 🙂

Q: What is luxury to you?

A: Exclusivity in fashion. Silence in my life…

Francesca Borroni