A deliberate change of silhouette by the designer of the brand which is part of the New Guards Group: “Coming to Paris this season, it’s an important moment for us,” explained the designer. “It’s important for a global brand to be able to evolve. We wanted to push our women’s offer much further, but also the way we make the products. It was clearly a challenge for the whole company, but I think we succeeded.”

However, Francesco Ragazzi has not completely forgotten his codes. His men’s looks, whether leather, long coats or (especially) intricately detailed silk tracksuits, offered a more streetwear vibe, mostly paired with white sneakers with the palm tree logo. And for the women’s looks most of the models wore a hood as part of their outfit, like a neckband, which broke up the formal silhouettes. The hoods read a Parisian address: 127 rue Saint-Honoré.

See catwalk

The future location of the brand’s flagship in Paris. The address was displayed on a number of pieces from the collection: a multicoloured down jacket with a large palm tree logo on the back and finished like daisy petals, a thick velvet men’s tracksuit decorated with shiny studs, or on the back of a leather jacket as well as on a unique hoodie… Given the number of pieces dedicated to the flagship store, its opening is clearly a major event.

The Italian label will most certainly offer its clothes and shoes in the new store. But the brand has also launched a multitude of sunglasses and gold jewellery in the shape of a small palm tree, which will surely grab consumers attention.