MILAN — Affordable luxury seems to be the most appealing market segment for emerging Italian brands.
Instead of prioritizing creative fantasies and indulging in expensive fabrics and treatments, up-and-coming designers are trying to find a balance between aesthetics, quality and prices.
If Italy, along with Paris, has for many years been the center of luxury labels, the country’s emerging brands now seem to be more interested in dressing real people than in building ivory towers of creativity and exclusivity.
“Positioning the brand in the affordable luxury segment is definitely the easiest way for emerging brands to find a place in the most prestigious stores next to established luxury labels,” said Milan-based showroom owner Riccardo Grassi. “I think that in the future there will be an increased appetite for brands offering products with a designer’s aesthetic but with accessible pricing.”
“I think there is space in the market for new brands