Intimo più mare n° 212 - Luglio 2018

ENGLISH TRANSLATION
VERDISSIMA WAVE
The brand new WAVE line for the summer of 2019 focuses
on fit, with a sharp eye on the latest trends. It was created with
the goal of reaching shopper aged between 18 and 50, but with
specific style and fit requirements, i.e. large-sized cups and
smaller bottoms.
"Wave is the fruit of a market analysis lasting two full years,
examining styling considerations and needs as reported by
customer stores,” explained Marchetti. “The findings revealed
the presence in the marketplace of collections distinguished
by excessive contruction of the cups at the expense of a comfortable,
softer sort of fit, one that satisfied demands in the key
areas of style and trends.”
The new Wave line features C, D and E size cupt, with tops boasting
trendy design, with special attention devoted to the hip area
of the models. The bottoms maintain slim lines in keeping with
the Verdissima style vision, featuring thongs, briefs with lateral
laces or with adjustable drawstrings. Great attention has been devoted
to the shoulder straps which boast a multitasking construction
and may be fastened at the neck or in back in order to avoid
unnecessary weight and bulky fastening systems. There is also a
wide array of very appealing one-piece swimsuits featuring super-soft,
concealed underwiring. As always the guiding concept
is mix&match with two solid, plain tones which can be combined
with the five prints, embellishing light mat fabrics.
This is a full-fledged collection which proudly displays that
special Verdissima flair with a well-defined character, featuring
animalier or camouflage patterns not available in the main collection.
Lots of research has also gone into coming up with outstanding
materials, as in the case of the models in chintz fabrics
with a Carvico certified treated effect, (185 grams), featuring
excellent elastic properties and great performance in terms of
fit. One also finds even lighter fabrics (115 grams) that fit like a
second skin and boast characteristics similar to those of products
designed for use in the arena of competitive sports, attributes
like strength and rapid drying. These fine materials have
been made in Italy and assembled in Europe.
VERDISSIMA ISLA
With its exciting new ISLA collection, Verdissima introduces us
to the trendy realm of boho-chic, folk and gipsy inspiration, without
in any way abandoning the stylistic lines that have always characterized
the brand.
"We are referring to dresses, caftans, multicolor skirts and highly
versatile blouses for summer looks that can be worn right around
the clock,” commented Marchetti. “These items are not limited
to beach occasions, being applicable for the full range of summer
uses, from town to holiday wear and, why not, even work.”
This line, as well, is the fruit of extensive market research efforts
conducted by customer stores and feedback on trends collected
at the fairs. It is being marketed as a line that the stores can purchase
separately and independent of the Verdissima collection,
featuring style and chromatic touches that can be combined with
the Wave and Sunset lines, not to mention the main collection.
As a matter of fact, a great deal of work went into developing the
chromatic palette and the original prints, created exclusively for
the brand.
The selection of fabrics is also quite impressive, as is the making
up work, thanks to the contributions of carefully picked manufacturing
partners. Isla features lots of viscose crêpe and cotton,
with certain pieces in linen and the use of cotton lace for models
promising dramatic visual impact. As in the case of the Wave line,
this line is also backed by savvy merchandising and communication
efforts, coordinated with the Verdissima brand. Finally, the
brand never forgets its enduring partnership arrangement with it
customer stores, catering to their needs with a series of initiatives:
the boutiques that embrace the new Verdissima project during the
first phase of the sales campaign will be granted special promotional
events and new gift items completely free of charge.
DESIGNERS (on page 130)
LENNY NIEMEYER
FASHION LEGEND
Thanks to her Carioca-couture style, this talented Brazilian designer
is considered an international beachwear fashion icon
Sophisticated, luxurious beachwear, downright cult items in
the eyes of eager fashion victims from all around the world, distinguished
these stunning creations are composed of architectural
lines and couture details. Of course, we are referring to the
Brazilian brand, Lenny Niemeyer, designed by the man with
the same name. Started in Rio de Janeiro in 1991, down to its
very DNA this brand expresses the same love of nature as the
woman who founded it, a landscape architect originally from
San Paolo, but carioca by adoption. Since 1979 Niemeyer has
been designer swimwear collection for important brands in the
Brazilian fashion world. Back then the "Paulista" approach to
style was more conservative and the most daring, fashion-forward
fans of beachwear looked exclusively to the carioca.
This explains why Lenny decided to move to Rio de Janeiro,
where in 1991 she finally launched the brand proudly flourishing
her own name. Shortly thereafter she opened the first Lenny
Niemeyer single-label boutique in Ipanema. Quality materials,
original prints, elegant draping and heavenly comfort characterize
the brand’s swimsuits that hug the body like a second skin and
smart beachwear items in linen, silk crêpe and georgette.
Currently the brand boasts 19 single-label boutiques in Brazil
and is featured in over 200 exclusive stores in South America,
the United States, Europe, Asia, Africa, Australia and the Middle
East. The Lenny Niemeyer fashion shows during the big Fashion
Week in San Paolo are absolute must-see events for fashionistas
from all over the world. The brand also has a host of celebrity fans,
including the likes of Gisele Bündchen, Kate Moss, Alessandra
Ambrosio, Lady Gaga, Natalie Portman and Nicole Kidman.
This dynamic designer’s career has been crowned by all sorts of
awards and prizes: Melhor Estilista do Ano (“Best Designer of
the Year”), presented by the prestigious magazine, Veja, in 2012,
The most influential woman of the year, in Brazil, and the Banco
do Brasil award. The list was lengthened this year by the Designer
of the Year award, presented by Unique By Mode City and Paris
Capitale de la Création in the swimwear category.
Her varied career also includes innumerable collaborations
and creative incursions into other fields of design, such as
the concept for the first Fashion Hotel of the prestigious Best
Western chain in Rio de Janeiro; the book, Inside Rio, created
together with the French publishing house, Flammarion, and
highlighting the architectural treasure of the Brazilian capital,
not to mention a line of sneakers created, in conjunction with
France’s Vert brand, for SDU (Santo Dumont) in Brazil using
recycled materials, marking the celebration of Amazonia Day.
And last but not least, there is one of the designer’s favorite
projects: designing the uniforms for the Brazilian Olympic
team at the 2016 Games held in Rio de Janeiro.