Giada adds layers of class

The Italian luxury brand showcases its 2017 fall/winter collection at the historical national library, Biblioteca Nazionale Braidense. Sun Yuanqing reports.

There are many layers to a woman's character - minimalist and sophisticated, elegant but powerful, fashion-forward yet effortless - just like Italian luxury brand Giada recently showed at Milan Fashion Week.

The brand showcased its 2017 fall/winter collection at the historical national library, Biblioteca Nazionale Braidense, on Feb 26.

Inspired by German artist Katrin Bremermann and American designers Charles and Ray Eames, the collection continues the label's minimalist vibe, combining sophisticated draping with upscale materials.

The latest collection features oversized woolen and cashmere coats, and the mohair sweaters come with pleated silk chiffon skirts, creating a relaxed and effortless look.

The skirts are printed on both sides, creating a dynamic, fluid effect as the models walk by.

Giada's classic palette of gray, navy and white are enlivened by terracotta, red, green and olive.

Jewelry inspired by British artist Barbara Hepworth's abstract sculptures adorn the models' necklines, belts and wrists.

The iconic Giada bag is reinterpreted in suede for a more feminine look, and mini clutches almost double as porcelain sculptures.

"In an era where everything is very embellished, our simplicity is a return to the reality of the beauty of the clothing," says creative director Gabriele Colangelo backstage before the show.

For the last few seasons, he has drawn inspiration from Danish painter Anne Tholstrup, British artist Katia Borges and American artist Barnett Newman.

His artistic vision, coupled with Giada's luxury soul, has elevated the brand from an emerging designer label to a constant fixture in major fashion publications like the Italian Vogue.

Jessica Michault, editor-at-large for Odda magazine, a bi-annual international fashion and lifestyle magazine, called Giada the Italian equivalent of Hermes on her Instagram after seeing the show.

In reality, Giada's Milan boutique sits just across from the French Maison on Via Montenapoleone in the city's central luxury shopping district.

Giada was founded in Milan in 2001 by Italian designer Rosanna Daolio. It is now owned by Chinese luxury brand management company Redstone Haute Couture, which introduced brands like Valentino, Ferragamo and Yves Saint Laurent to China.

Giada's design and production remain in Milan, while the China team looks after retail and marketing.

The brand now has about 60 stores in China, and is looking to open in New York, London and Paris.

Zhao Yizheng, founder and president of Redstone Haute Couture, has big plans for the company. A fan of Italian culture, he is dedicated to discovering small and medium-sized brands in Italy and developing them on a global scale.

Last year, Redstone formed a joint venture with Curiel, an Italian couture house with more than 100 years of history.

Curiel, a family business, has now opened a flagship store in Shanghai and a multi-story atelier across from Dior on Via Montenapoleone, which will be followed by more new stores in China.

Since its entry into China, Giada has been embraced by the country's independent career women.

Dong Qing, China's top television host, is one of Giada's customers, wearing its clothes on many of her shows.

This year the brand invited five VIP customers from China to sit in the front row at its fashion show. Most of them run their own businesses in cities like Nanjing, Xi'an and Qingdao.

It is not rare for these women to buy the whole collection as long as they find garments that speak to their lifestyle.

"You can wear it (the garment) for both formal and casual occasions. It is very flexible and can be worn whether you are in your 30s, 40s or 50s," says Liu Wei, a VIP client and owner of a firefighting equipment company in Qingdao.

Chen Min, who runs a business in Nanjing, says she started buying Giada five years ago for its emphasis on design, quality and detail. Now Giada comprises the majority of her wardrobe.

For the fashion show, she pairs a long white coat with a white silk dress, both from Giada, finishing the look with a printed Hermes scarf.

"I get a lot of compliments when I wear Giada. It is elegant and luxurious, but understated. And it is unique," she says.

Contact the writer at sunyuanqing@chinadaily.com.cn

Models present Giada's 2017 fall/winter collection at Milan Fashion Week late last month. The collection continues the label's minimalist vibe, combining sophisticated draping with upscale materials. Photos Provided To China Daily