Translated by
Nicola Mira
Printed
December 2, 2024
KKrizia, the younger line of long-established Italian label Krizia, based by Mariuccia Mandelli, has relaunched in the marketplace with a brand new spelling of its brand (eliminating the area between the preliminary ks) and font, and particularly a brand new distribution technique targeted mainly on China, house to the Marisfrolg Trend group, which purchased Krizia in 2014. KKrizia was initially launched with the Spring/Summer season 2021 assortment.
KKrizia, Spring/Summer season 2025
“Covid brought our original plans to a standstill. We were even looking for a location for our first flagship in Milan, but fortunately we stopped,” mentioned Federico Rosolino, operations supervisor at Krizia, speaking to FashionNetwork.com. “Now we are ready to get going again, but with a different strategy: We will focus on the Chinese market, where we have a close relationship with retailers and direct control of our activity thanks to our parent company, which owns several premium brands in the country. We’re aiming to win over the younger generations, consumers who aren’t aware of [Krizia’s] history, by communicating its distinctive values in a new, contemporary way. We know it will be a long process, but we aren’t in a hurry,” added Rosolino. In China, KKrizia presently operates three monobrand areas inside main department shops in Shenzhen, Shanghai, and Hangzhou. The plan is to open one other 4 or 5 a 12 months for the following two years, and to strike partnerships with a handful of choose multibrand retailers.
KKrizia, Spring/Summer season 2025
“As for Europe – primarily Italy and Germany – the Middle East and the USA, the strategy is to concentrate exclusively on the wholesale channel. We’ve set up an international network of agents who will identify the key players for boosting our brand image,” mentioned Rosolino. “Direct e-tail is currently only active in China, a strategic choice, where it accounts for about 40% of sales,” he added. The KKrizia collections are produced largely in China utilizing Italian materials, with gadgets retailing between €800 and €1,500. The Spring/Summer season 2025 assortment is “an ode to unspoilt nature and to bold, sophisticated femininity. It is inspired by jungle life, and explores the natural world’s enchanting primordial power, striking a perfect balance between strength and softness,” mentioned KKrizia. “The emblematic figure of the crocodile lies at the heart of [the collection’s] visual narrative, celebrating the reptile’s skin as an inspiration for a range of geometric and stylistic details,” added the label.
KKrizia, Spring/Summer season 2025
Massive patches just like crocodile scales function on the gathering’s jackets and attire, reimagined with a contemporary aesthetic. These geometric particulars are enriched with embossed decorations and complex embroidery, mixing with materials like denim and jersey to create three-dimensional textures. The jungle theme can be expressed through the plant motifs current in the entire assortment, with tropical prints and embossed seams, iridescent and wet-look materials “that evoke the changing landscape after the tropical rain.” The appears are supposed to be younger and sensual, that includes micro tops, assertion bras, mini attire and quick skirts. The color palette ranges from gentle pastel colors resembling sage inexperienced and powder blue, to darker, earthier hues like forest inexperienced and burnished earth.
