Discover the next generation designers shattering fashion norms and stitching together a fresh new scene.
ESTABLISHING THEIR NICHE
In the past year, the fashion scene has undergone a transformation: in an industry where brands are owned by major conglomerates, it now boasts a vibrant array of innovative young designers. These emerging designers are craving their niche through unique identity by creating designs that focus on developing desirability among consumers, leading to community building.
In the dynamic fashion industry, brands like AREA and The Attico have established unique identities. AREA, founded by Piotrek Panszczyk and Beckett Fogg, assimilate avant-garde design with glamour, featuring bold textures and playful silhouettes that challenge pre-conceived fashion norms.
In contrast, The Attico, co-founded by Giorgia Tordini and Gilda Ambrosio, captures a chic, eclectic essence inspired by Milan’s nightlife, utilising luxurious textiles and vintage influences in its striking garments. Both brands focus on individuality and self-expression, offering stylish, memorable pieces for the fashion-forward.
AREA
This season of New York Fashion Week marks a special milestone for the designers of Area. Not only did they open the week with their September 6 show, they’re also celebrated a decade in the business.
Founded in 2014 by the dynamic duo Beckett Fogg and Piotrek Panszczyk, Area has carved out a unique niche in the fashion landscape, amalgamating futuristic femininity with surrealist structural silhouettes. Their innovative textures, often presented in eye-catching embellished forms, push the boundaries of conventional design.
Named after the legendary New York City nightclub, Area embodies the vibrant spirit of the city itself.
The designs serve a playful juxtaposition between extravagance and simple structural elements that invites admirers to explore the intricate details and imaginative approach.
REIMAGINING COUTURE
Recently, AREA unveiled an exquisite couture collection for the Spring 2021 season, which has garnered significant attention for its innovative designs. Panszczyk observes that, on occasion, customers opt for couture pieces that are elegantly displayed alongside the brand’s main-line offerings.
This strategic approach has not only enhanced the brand’s visibility but has also broadened its appeal to a wider demographic.
The creations from AREA are a remarkable amalgamation of traditional craftsmanship and contemporary glamour. By engaging in close collaboration with local artisans and an embroidery factory in India, AREA has successfully reimagined the concept of couture. This partnership not only elevates the quality of their pieces but also expands the potential of couture to resonate with a diverse audience, showcasing the brand’s commitment to inclusivity and artistic expression in fashion.
This make Area a standout in the industry, reminding us all that fashion can be both whimsical and deeply resonant.
THE ATTICO
If you’ve been scrolling through your Instagram feed and found yourself mesmerised by a celebrity draped in stunning feathers or striking colours, there’s a strong possibility they’re wearing The Attico. This Italian maximalist brand, favored by icons like Dua Lipa and Rihanna, embodies the spirit of joy and whimsy.
The brand’s vision comes to life in 2016 through its founders and designers, Gilda Ambrosio and Georgia Tordini, who embody a unique sense of cool. These Milanese street style icons continually push fashion norms while building a community each season, all while staying true to their effortlessly maximalist, sometimes sporty, and playful nature.
The Attico represents a hedonistic philosophy, blending boldness and vibrancy with calmness and thoughtfulness. At its core, the collection reflects Gilda’s spirited opulence alongside Giorgia’s sensual subtlety, creating a distinctive aesthetic through this contrast.
MAKING A MARK ON EVERY LIST
Despite its brief existence, The Attico is making significant strides in the global fashion arena, gaining more recognition and influence among today’s stylish It girls.
Transforming the look of chic evening wear for modern women, designs such as oversized cargo pants paired with sleek, alluring blouses have struck a chord with the recent revival of post-pandemic party fashion.
The Attico serves as a curated collection of daring pieces that embody luxury and allure, designed to be cherished over time. Nostalgia permeates the collection, harking back to glamorous eras characterized by sequins, feathers, and dramatic necklines. Gilda and Giorgia describe it as modern vintage, tailored for strong, unique women who embrace both seduction and sophistication, fully enjoying life.
Their debut runway collection, named The Morning After, debuted at Paris Fashion Week, garnering praise from celebrities, fashion critics, loyalists of the brand.
The brand has shifted to a “see now, buy now” model, a strategy that has successfully attracted the attention of savvy online shoppers. This approach not only meets the immediate desires of fashion enthusiasts but also fosters a sense of excitement and exclusivity around each new collection. By embracing this model, The Attico is redefining the traditional fashion calendar, making high-end fashion more accessible and relevant to the fast-paced lifestyle of its clientele.