Intimo più mare n° 214 | Gennaio 2019

ENGLISH TRANSLATION
the process of healing is very subjective. Some women simply
take more time to completely regain arm mobility and for this
reason they continue to opt for supportive bras that fasten in
the front. The third phase is the period of recovery. In any case
from 6 to 12 months from the surgery - and always under the
supervision of one’s surgeon – it is generally possible to once
again use bras featuring underwiring.”
Maria Grazia Scardua is a young woman who has always
worked in the intimate apparel sector. A few years ago she had
to undergo breast surgery for the removal of a tumor and had
to deal with the challenge of selecting the right post-surgery
bra.
"The reconstructive surgery on the breast after the removal
of a tumor is practically like plastic surgery, but leaves deeper
scars,” she explained. “The surgery enables patients to get
their pre-surgery figures back. The post-surgery problems are
different and no two women experience these operations and
their aftermath in the same way. This is why there is no single
model of bra that is suitable for every woman. The only element
they all have in common is the fact that it’s better to avoid
underwiring due to the risk of damaging the internal prosthesis.
The most suitable bras are very soft and elastic in order to
adapt as much as possible to the shape of the breasts which
are no longer as natural as previously. In the Magie Italiane
collection I managed to find a bra in remarkable spacer fabric
that also boasted a nice shape. It was very comfortable, perfect
for all women, whether or not they have undergone surgery. I
had always been accustomed to wearing fashionable, rather
fancy bras, featuring lace and luxurious embroidery work, so
after the operation I looked for a suitable model in collections
that were not simply functional in nature, but it wasn’t always
easy to find what I was looking for. Today, however, it is finally
easier because the market offers bralettes and triangular bras
in elastic lace, items that have actually become the very height
of fashion. Psychologically speaking, it does not help if one has
to shop for a bra in a store specialized in medical equipment or
a retail medical supplies store and I believe that many women
see things like I do, so it’s very pleasant to be able to find suitable
bra models, items addressing our particular needs, in the
lingerie boutiques where we had always done our shopping up
until the time of our surgery. Only immediately in the wake
of surgery are you practically required to use high-support
models, because the breast has to remain as motionless as
possible. At the time my surgeon recommended that I buy an
athletic bra that opened in front, so I was able to avoid getting
the unattractive classical post-surgery model. Then, when life
gets back to normal you naturally want to once again buy the
regular sort of bras carried by intimate apparel boutiques, just
like any other woman.”
STRATEGIES (on page 94)
PEPITA
AN EXPANDING UNIVERSE
A dynamic business, riding the wave of success with targeted
investments and new products calibrated to take advantage of
evolving market conditions and consumption patterns
At a time distinguished by constant changes in the market
Gruppo Intimo Italiano has decided to invest in three areas of
action: consolidation of the lingerie category with the Pepita
collection and a capsule release, Tatà; the launching of a section
devoted to accessories; and the expansion of the clothing
products with the Pepita 24/7 brand. This three-pronged strategy
is the fruit of experience which the group has gained in its
four single-label stores, whose success depends on the ability
to bring these three diverse worlds into harmonious coexistence
in a single structure.
In 2019 Gruppo Intimo Italiano will be showing for the first
time ever at the White Milano Fair, held at the same time as
the city’s big fashion week, presenting its collections of clothing
and accessories. It will also be attending Immagine
Italiain Florence, bringing its new collection of lingerie bearing
the Pepita brand and a capsule release, Tatà. The lingerie
collection features four chromatic moods: blue and flesh
tone, the floral world in tones of black cherry, the micro-patterns
with a ladylike appeal in tones of ecru and black, and the
world of polka dots and stripes presented in nuances of gray
and scarlet red. A major emphasis has been put of the pajamas
with a masculine allure, very much in vogue next season. Another
new development in regard to the winter collection is the
inclusionof a rich selection of items in cotton.
When it comes to Pepita 24/7, we have a collection inspired by
four major musical stars of the 80’s: all the themes have been
developed to boldly showcase the personality of the bags, intended
to tell the story of these icons of style. In order to reinforce
this concept, Pepita has decided to put its trust in a new
art director, who has created an advertising campaign with an
absolutely cosmopolitan message. The new collection will be
destined for a selection of lingerie and clothing stores in keeping
with the brand’s philosophy. The focus of Pepita Accessories,
on the other hand, is on the handbags, in particular the
Rockstar Bag, just created by already available in numerous
European markets. This exciting new Pepita bag has been
designed for everyday occasions, animated by a touch of irony