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Thinking better about later sooner: Paul & Shark Club Riviera

Presenting the autumn and winter collection at the beginning of the year is anything but unusual. Successful storytelling around the latest collection, on the other hand, is anything but a matter of course. Paul & Shark showed what this ideally looks like at Milan Fashion Week at Casa Cipriani.

  • Text
    Marko Knab
  • Fotos
    Paul & Shark

Travelling into the past and the future at the same time is impossible. Or is it? Paul & Shark makes us doubt the laws of physics in January 2024 - because in wintry Milan, the luxury brand is showing its upcoming autumn & winter collection, which in turn exudes the flair of a well-known memory. In true style, the Italians presented their latest fabrics and pieces in a specially designed area of Casa Cipriani - the famous Private Members Club in the heart of the city. For the presentation of the new collection, this was partially transformed into "Club Riviera" - and made the spirit of the collection tangible, embedded in a sophisticated story.

The protagonists are silk jackets, shirts made of heavy linen and T-shirts made of refined cotton in autumnal shades. Characterised by muted earth tones, the colour palette of the pieces also includes beige and leafy tones, flanked by classic white and the iconic Paul & Shark blue. All embedded in the relaxed atmosphere of "Club Riviera". This in turn presents itself as a lively snapshot of modern luxury and the light, autumnal lifestyle on the coast.

The models, themselves respected club members, carried this attitude to life right into the setting of elegant sofas, sophisticated velvet fabrics, backgammon games and drinks.

The invited guests not only experienced the Italian understanding of luxury, but also what it means to think holistically about a fashion collection and leave no questions unanswered. Except perhaps this one: 

Why hasn't anyone come up with the idea of presenting their collection in such a sophisticated way before?

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