The top of the fashion range knows no crisis. Why? Because he doesn't stand still and motionless admiring himself in the mirror, but because on the contrary he dares, innovates and experiments. And he does relying on the so-called trend-setters, who launch eco-fashion in Milan.
Brands alone are not enough now: we need to invent, reinvent ourselves, always offer something different and innovative. Brands do it, and all the more reason they have to do it the shops, a real litmus test of how the market is goingBut not only.
Also of styles and trends. To those from Milan, the name Neglia says something. A historic boutique in Piazza San Babila and a tailor's shop that has always dressed the Milanese bourgeoisie. For some time it has moved to another area of the city, near Piazza Piola, maintaining a large part of the usual clientele and meeting new ones.
A shop traditionally based on the classic, but which today marks a turning point. It brings the rising stars of eco-fashion among the sacred monsters of national and international fashion. It is Anna Neglia, exponent of the latest generation of the family, who launches the eco-ethical project.
“A world – says Anna Neglia – which embraces a type of woman that I like: she respects the environment and has a strong moral and ethical structure towards herself and the world”. The 'Smart Concept by Anna Neglia' is a showcase that hosts collections of clothing and accessories selected by Change up!, a Milanese company that has made itself known precisely for its initiatives in the field of sustainability and which carries out a scouting activity in the fashion sector.
“The woman who conceives this kind of clothing based on quality, which for us remains the precondition, wants to know, know that behind each of these houses is a guideline. As an example La Bolsina which produces bags with fabrics recovered from luxury hotels. Or even Cangiari active in the fight against the mafia” explains Anna Neglia again.
Alongside all this, the big names and big traditional brands remain in the boutique. A mix and match that interprets modernity well. “Women must be predisposed for these garments because not all of them are capable of perceiving this world. If there is fertile ground and it is told, the feedback is positive. Such as with Purotatto that makes sweaters made with 60% milk proteins. A fantastic quality, because it is even better than cashmere and silk".
Everything that contains innovation and experimentation costs money but this, explains Neglia, doesn't scare the customer at all: “There is added value, because I have both the history and the quality. I've got everything". In short, if the crisis is felt, "the crisis is global and I cannot remove myself from the context", the fact remains that "this way of conceiving ethical fashion is revolutionary and happens at the right time. The woman no longer wants the usual things. She is attracted to novelty. But who is the woman who interprets this conscious way of approaching fashion? “They are women ranging in age from 35 to 50, 40 on average. They are ready, curious. They know how to appreciate and spread the word among their friends. The youngest, the 20-year-olds, are still looking for the brand, the label".
The debut for the new Smart Concept by Anna Neglia is on the agenda for 10 November from 9,30 to 21, in the shop in Via Enrico Noe 23 in Milan.
