CALZEDONIA’S MILAN SHOW: For the first time, Calzedonia will be staging its Calzedomania show in Milan, on Sept. 19 during the city’s fashion week.
The Verona, Italy-based hosiery, innerwear and swimwear company is planning live performances and events dedicated to tights. The “Legs Show,” to be held at Milan’s Allianz MiCo convention center, will follow a “Legs Casting” that kicks off on Sept. 9 through a dedicated landing page on the brand’s website and promoted through guerrilla marketing activities throughout the city.
This is the second edition of the event, as “Calzedomania — A legs celebration” took place on Sept. 26 last year in Paris, debuting during the French capital’s fashion week.
Working with event organizer Villa Eugénie, the show was held at Palais Brongniart, eschewing a traditional catwalk format in favor of a brand experience celebrating hosiery, with a giant art installation and a room featuring contortionists bending and twisting around a light installation.
Calzedonia has previously held events in Italy, including the Calzedonia Leg Show, held in Verona in 2017 in the presence of Julia Roberts, its brand ambassador at the time. Meanwhile, guests at its Calzedonia Forever Together Summer Show in Rimini, Italy, in 2013 included Sarah Jessica Parker.
As reported, Gruppo Calzedonia, founded by chairman Sandro Veronesi, logged another year of growth, closing 2022 with revenues that surpassed 3 billion euros.
In the 12 months ended Dec. 31, revenues rose 21.6 percent to 3.04 billion euros, compared with 2.5 billion euros the year before.
The group controls the Calzedonia, Intimissimi and Tezenis labels as well as knitwear brand Falconeri, bridal line Atelier Emé and wine retailer Signorvino. In September last year, it bought an 80 percent stake in the Antonio Marras brand, with the goal to further expand the designer’s business around the world.
At the end of December, the group had 5,328 stores, of which 3,484 were outside Italy.
