Great opening in Milan for Chiara Ferragni, who chose the Fashion Week’s madness as a great occasion to present the Chiara Ferragni Collection, her new spring/summer 2018 collection, and most of all her first flaship store, the first mono-brand shop entirely dedicated to the big and long-lashed blue eye and that, as she herself announced, is going to open outside Italy too. They say that one store is opening even in the Far East: in Shangai. One more thing: whispers reveal that the shop in Milan is going to welcome other brands too, those Chiara is collaborating with.
The store is obviously very glamorous (and so is its location in Via Cappelli: between Gdcs’ shop and Louboutin’s one). Spacious, modern and full of glitters. With some pink, here and there. The collection, after all, is just the same. All the new pieces are inspired by the Suite Life concept, which is something Chiara is an expert about. Luxurious rooms, room breakfast, flabbergasting sunsets, great cocktails, soft and white bathrobe, worn as sumptuous robe de chambre, just one second before showing off our evening gown.
The Suite Life is an iconic lifestyle, which is why Chiara’s collection is in the middle between the Hollywood aesthetic and the style of a business woman that can enjoy life and spoil herself. It almost feels like the collection (and the store) are whispering in your ears: “never give up on bubbles!” It is a suggestion, an invitation that every glitter and every embroidery are offering. Glitters and embroideries are, as a matter of fact, the most recognizable elements and are omnipresent on the brand’s iconic pieces, like slip-ons and ballerinas.
Among the best things, let me tell you about the palms and boulevards made of crystals and embroideries that sparkle even on over-the-knee boots. Otherwise, on sabot and high-heels, you get to see Martini cocktails and sentences like “Kiss me in My Suite”. A manga-inspired touch that enhances the most romantic and childish aspects of Chiara’s personality.
The same kind of decorations can be found in accessories, silk-made pajamas, t-shirts, sweaters and bathing suits. Other than the new collection, there’s also a mini capsule collection that’s already available online and will soon be sold by selected retailers. Even as regards the capsule collection, you can find many iconic pieces of the brand, like sabots, boots and bombers but also backpacks and down jackets, embellished by embroideries and glitters. Veeeery cool ?