From 25 to 27 January we took part in the 92nd edition of one of the key events in our sector: an appointment full of news and opportunities. An audience of industry experts and insiders have made Fortezza da Basso in Florence the place of choice for an exchange of suggestions and experiences, new contacts and energies: an opportunity to weave new ideas, a gesture shared by all the players in the yarn sector.
The stimulating and thriving environment of new inspirations was ideal to unveil our new collection. For the occasion, we have set up a Greenhouse inside the exhibition space complete with live moss walls and glass windows. An exclusive and immersive experience designed to discover the novelty from the inside, to fully experience the suggestions that the SS 24 collection has suggested to us.
The Greenhouse is a place with explicit symmetries that express the company and the reality of Zegna Baruffa Lane Borgosesia. A house with transparent walls where, thanks to creativity and experience, new yarns and new possibilities blossom. An environment in which the concepts of inside and outside are in harmony, with a constant and virtuous exchange of light and air. The metaphor of the factory that since 1850 “spreads trends” comes to life.
The promise of the new payoff “Spinning Trends – since 1850” is thus implemented, also and above all with the rich range of novelties in terms of yarns. A proposal designed as perfect for all seasons, in all climatic conditions, 9 new yarns designed and made to cope with global warming that will become-unfortunately-the « new normal ». . Merino wool in this vision is the key fiber for making garments capable of instilling well-being and comfort even when worn directly on the skin. Nine new yarns – full of personality and expressive possibilities – officially enter the family of products signed by Zegna Baruffa Lane Borgosesia.
It is in fact the relationship between the past and the future that connects innovations with heritage, technical innovation with craftsmanship attention to detail; it is the roots anchored in the Biella area and the highest branches reaching out towards the possibilities of the future. An intention that found great response during the exhibition at Pitti Filati: about 300 concrete company contacts were collected during the fair and countless positive impressions and suggestions were shared with enthusiasts and experts.
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