GENNY – SPRING SUMMER 2018 – New York Fashion Week 2017

You know when sometimes you eat something with garlic and you keep the remaining flavour for the next 24 hours?
Ok, maybe this is quite a hardcore metaphore but something like this happened to me when I saw the name Gennywritten on Milano Fashion Week board in September 2011. It was like I wanted to be happy about it and feel nostalgic and all but I couldn’t. It just felt wrong and weird, and kept repeating in my mind: Genny, GeNNy, GENNY? Now? Why? And most importantly, who was designing?

So I followed the fashion show to find some answers (obviously through youtube videos, pictures, comments and testimonials, not that I am YET invited to fashion shows…) and I must admit I was SUPER HOOPER IMPRESSED. Truth is Genny’s SS12 collection was superb and absolutely stunning: full of contemporary feminine lines representing a strong independent and dynamic woman, a lot of fresh-flesh-showing-sensuality (if you know what I mean), office-to-be outfits and pretty cool accessories which transform the perception of what materials are. Just like the Golden years.

Genny is one of the not-so-forgotten big names of the Made in Italy, representing its key concepts: great quality + great design + high functionality. After its great success from the 80’s and 90’s, it was sold in 2000 to Prada Group and then the brand disappeared from the market. VANISHED. It got sold, re-sold; then buried and digged up. But what we see now is the resurrection of a unique Italian maison which has been the cradle of some of the most outstanding stylists ever (Versace, Christian Lacroix, Dolce & Gabanna, just to name a few). It is the revival of a fashion brand which brings nostalgic feelings to several generations of women mainly –but not only– in Italy.

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