PJs VALUES: Outerwear specialist Parajumpers debuted at Milan Fashion Week with its first presentation aimed at raising brand awareness.
Operated by Ape SpA, the label, which borrows its name from the U.S. army’s 210th Rescue Squadron, called on digital artist Felice Limosani to develop an arty and high-tech installation with very few products in sight.
“We didn’t want to talk about products but rather in terms of the brand’s values that pivot on three elements: the arts, technology and the human touch,” said Cristina Paulon, daughter of Ape’s founder Ermanno and the company’s sales marketing director.
Limosani developed a digital video map to reflect the hypnotizing soundtrack created by Italian trip-hop trio BowLand that was projected onto the walls of the Casa degli Artisti venue on Sunday night.
Fashion-wise, the latest collection was developed by the label’s longtime creative director Massimo Rossetti in collaboration with Leonardo Fasolo, who has brought in a fresher take on silhouettes that were oversize and roomy for parkas and jackets that had no fur trimmings.
Operated by Ape SpA, the label, which borrows its name from the U.S. army’s 210th Rescue Squadron, called on digital artist Felice Limosani to develop an arty and high-tech installation with very few products in sight.
“We didn’t want to talk about products but rather in terms of the brand’s values that pivot on three elements: the arts, technology and the human touch,” said Cristina Paulon, daughter of Ape’s founder Ermanno and the company’s sales marketing director.
Limosani developed a digital video map to reflect the hypnotizing soundtrack created by Italian trip-hop trio BowLand that was projected onto the walls of the Casa degli Artisti venue on Sunday night.
Fashion-wise, the latest collection was developed by the label’s longtime creative director Massimo Rossetti in collaboration with Leonardo Fasolo, who has brought in a fresher take on silhouettes that were oversize and roomy for parkas and jackets that had no fur trimmings.
A look from Parajumpers’ fall 2020 collection.
Courtesy Photo.
Paulon explained the company is always looking for new materials and eco-friendly padding, but most importantly “sustainability can be measured in terms of the way we work and
Follow WWD on Twitter or become a fan on Facebook.