This spring, when Vogue Italia made their magazine archives available for three months, I literally went through every decade. What I loved the most in the 90s and early 00s advertisement pages were the fantastic Blumarine spreads, photographed by Tim Walker. Anna Molinari’s brand was it back then. Youthful, romantic, kitschy in a good way and so, so Italian. I couldn’t help, but wonder, why no one picks up those crazy-good style codes and make it work in 2020? Nicola Brognano, the new creative director of Blumarine, was the smart one. In case you haven’t heard of him, he worked for Giambattista Valli on the pret-a-porter and couture lines, then for Dolce and Gabbana ‘alta moda’. He launched his brand, Brognano, in 2015, with a feminine, romantic and eclectic spirit – which actually might sound like a Blumarine match. Together with Lotta Volkova, the idiosyncratic stylist, he had his debut in Milan. Not many noticed it (yet), maybe because Prada and Raf Simons over-shadowed every event going on in the city, but I feel Brognano, with Volkova’s help, has a chance to put Blumarine back on the fashion map. Mariacarla Boscono opened the show in a black velvet track-suit styled with a huge, rhinestone-encrusted logo belt, and it was clear right away that the brand is bringing back Molinari hey-day hits to the extremes. Cute pastel coats and mini-cardigans wth (probably faux) fur collars were always present in Blumarine shows, so here they are back again. Big, funky floral brooches, silk bandana crop-tops, hilarious mini-skirts and dresses with plenty of lace, feathers and vintage-y ruffles, and of course a dose of zebra and leopard print. With Lotta’s exaggerated, yet always cool styling, Blumarine 2.0. looks fresh and properly nostalgic at the same time. Also, if you love that style and can’t wait for the spring-summer 2021 collection to hit the stores, take a look at Vestiaire Collective, where you will find plenty of vintage Blumarine in really, really accessible prices (who knows, maybe in a season or two they will sky-rocket?). It’s a good start and I wonder if a long-dormant, Italian brand like this one will every again attract its client – and a new one, of course. The young generation will definitely love the mini, candy-sweet satin bags with rhinestoned “B”. As for Brognano, we know so far that he has an idea for a brand reboot. Now the question is how will he continue that dialogue.
Collage by Edward Kanarecki.