ABOUT MILAN STUDIO
Chinese holding VGrass Fashion Co. Ltd expands its creative horizons with the launch of a brand extension led by VGrass Italy Srl,
a local subsidiary established in 2017 with a headquarters-showroom in Corso Venezia 26 in Milan.
The new VGrass Studio line - entirely designed and produced in Italy - will be officially introduced during the upcoming Women's
Fashion Week in Milan with a dedicated event at Palazzo Serbelloni, on Sunday, February 24th.
The new line represents the group's strategic orientation toward global markets and its push toward a vision of femininity and timeless elegance where the inspiration of Eastern culture is reimagined through a contemporary and international lens.
The Made in Italy philosophy of excellence will embrace major aspects of the VGrass Studio venture, from the creative approach to the fabric sourcing, and from the selection of suppliers to the product crafting. The distinctive appeal and artisanal quality of Italian manufacturing will be the core values of the brand, which will initially focus on a proprietary retail distribution strategy that departs precisely from the recently opened monobrand store in via Spiga.
Prior to designing the brand's debut collection for Fall/Winter 19-20, Rodolfo Paglialunga visited the VGrass Fashion headquarters in Shanghai and the original base of the company in Nanjing, the eastern Chinese capital that is also home to the prestigious Nanjing Museum recently folded into the group's assets.
The museum dedicated to Yunjin, also known as "cloud-pattern brocade," holds an invaluable collection inherited and treasured over the passing of centuries and dynasties as an authentic symbol of pride celebrating Imperial Chinese history and artisanal tradition. Yunjin brocades, which are among the most sumptuous in the world and for this reason have been inscribed on the Unesco World Heritage List, are woven on looms with fine materials such as silk, gold and peacock feathers, using ancient techniques that have been employed over 1600 years to create the garments of Chinese monarchs.
"VGrass Studio not only represents an essential phase in the development of our business beyond the APAC markets, but also a useful means to nurture intercultural dialogue and borderless exchange while bringing China closer to Italy, Europe and the rest of the world," commented Wang Zhiqin, Chiarman of VGRASS. "Rodolfo's talent and artistic calling perfectly mirror our ideal of beauty, and we see his creativity, mastery and good taste as a new silk road that connects tradition with innovation."
"I am glad to contribute to a project that brings together style, memory and modernity through Italian know-how and inventiveness," says Rodolfo Paglialunga. "Yunjin textiles are an exciting and exclusive inspiration which prompts me to evoke faraway gestures and memories in a sophisticated and sensual femininity. In this Studio, different worlds and perspectives weave together to enhance alluring shapes, colors and adornments that reflect the identity of a thousand-year-old culture in the spirit of now."
The new line represents the group's strategic orientation toward global markets and its push toward a vision of femininity and timeless elegance where the inspiration of Eastern culture is reimagined through a contemporary and international lens.
The Made in Italy philosophy of excellence will embrace major aspects of the VGrass Studio venture, from the creative approach to the fabric sourcing, and from the selection of suppliers to the product crafting. The distinctive appeal and artisanal quality of Italian manufacturing will be the core values of the brand, which will initially focus on a proprietary retail distribution strategy that departs precisely from the recently opened monobrand store in via Spiga.
Prior to designing the brand's debut collection for Fall/Winter 19-20, Rodolfo Paglialunga visited the VGrass Fashion headquarters in Shanghai and the original base of the company in Nanjing, the eastern Chinese capital that is also home to the prestigious Nanjing Museum recently folded into the group's assets.
The museum dedicated to Yunjin, also known as "cloud-pattern brocade," holds an invaluable collection inherited and treasured over the passing of centuries and dynasties as an authentic symbol of pride celebrating Imperial Chinese history and artisanal tradition. Yunjin brocades, which are among the most sumptuous in the world and for this reason have been inscribed on the Unesco World Heritage List, are woven on looms with fine materials such as silk, gold and peacock feathers, using ancient techniques that have been employed over 1600 years to create the garments of Chinese monarchs.
"VGrass Studio not only represents an essential phase in the development of our business beyond the APAC markets, but also a useful means to nurture intercultural dialogue and borderless exchange while bringing China closer to Italy, Europe and the rest of the world," commented Wang Zhiqin, Chiarman of VGRASS. "Rodolfo's talent and artistic calling perfectly mirror our ideal of beauty, and we see his creativity, mastery and good taste as a new silk road that connects tradition with innovation."
"I am glad to contribute to a project that brings together style, memory and modernity through Italian know-how and inventiveness," says Rodolfo Paglialunga. "Yunjin textiles are an exciting and exclusive inspiration which prompts me to evoke faraway gestures and memories in a sophisticated and sensual femininity. In this Studio, different worlds and perspectives weave together to enhance alluring shapes, colors and adornments that reflect the identity of a thousand-year-old culture in the spirit of now."
VGRASS STUDIO CREATIVE DIRECTOR
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