LORENA ANTONIAZZI SPRING/SUMMER 2015 SUPREME WOMAN&MEN DUSSELDORF
The story
The Lorena Antoniazzi brand, specializing in high-end knitwear, was founded in Perugia in 1993. The creation of the label was founded with passion by Lorena a Creative Director, and her husband Luca Mirabassi, founder and owner of Sterne International an Umbrian company that produces and distributes it. It’s a passion coupled with design and production of high quality garments, with a focus on knitwear.
The story of the brand was in fact a wager : in the early 90’s, Lorena Antoniazzi and Luca Mirabassi, who came from diverse backgrounds in the fashion industry, decided to create a small collection of garments for women, using prestigious yarn and innovative techniques. It was produced entirely in Umbria, strengthened by the entrepreneurial spirit of Luca and the creative talent demonstrated by Lorena since childhood. They began an adventure that, twenty years later, is still “electrifying”.
The brand
The brand was registered in 1993 – the logo is a little star, a good luck charm that is linked to Sterne International and that still identifies the brand. In the same year, the first collection of Lorena Antoniazzi took shape: 40 cotton and silk garments in neutral tones – one of a kind: Ivory – created almost entirely by hand in a small laboratory that Lorena and Luca opened in Perugia.
First production was destined for Germany, which responded with interest : the collection achieved great success and was purchased by a group representing more than 15 prestigious multi-brand labels of the recently united Republic. The next step for Lorena and Luca was the presentation of their creations in Milan: MilanoVende Moda and fairs showcasing the best pret-à-porter to international buyers. The Lorena Antoniazzi collection received positive feedback: it is a new concept, identified by original and elegant design, and above all is made of high quality materials and unprecedented workmanship. Some international department store buyers include Barneys New York, Biffi, and Eickhoff .
Due to the unexpected success Lorena and Luca decided to accept an invitation to exhibit in Paris sur Mode, a prestigious fair in the Ville Lumière. In Paris orders were written one after the other, further confirming the value of their work. In fact, Biffi, a historic Milanese boutique specializing in high end product research secured exclusivity of the Lorena Antoniazzi collection. What started as a challenge becomes for all intent and purposes a concrete project in rapid development. In 1996 , three years after its debut Sterne International inaugurates the current headquarters in San Sisto, a district of Perugia and begins to produce knitwear for men for a big French label: a trustworthy relationship was created and collaboration still continues to this day.
