Blumarine

I Feel Like A Butterfly. Blumarine SS22

| Design & Culture by Ed

In just a few seasons, Nicola Brognano (with Lotta Volkova’s styling help) has flipped and twisted one of the sleepiest brands in Milan and transformed it into a 2000s-era e-girl nostalgia heaven. Blumarine last had such success in the end of the 90s and the beginning of the millenium, when nothing seemed better than rhinestone butterflies, sexy ruffles and lots, lots of denim. It’s 2021, and ironically, that’s what the TikTok generation loves and needs in their lives. Yet when asked backstage about his inspiration for spring, Brognano said “no one in particular really“. He knows that what matters is inundating social media accounts with the brassy swagger of all the skimpy, hotter-than-hot pants trotting on stilettos on the catwalk today, as well as the risqué fringed and beaded bikinis barely covered by a cropped cardi trimmed in regenerated mink or crocheted in fluoro recycled poly, or the see-through chiffon cargo pants with midriff-baring matching tops in eye-popping Day Glo colors. The co-conspirator in Brognano’s implacable turnaround is Volkova, who was busy backstage before the show shepherding models into a not-too-orderly lineup. Dressed in a whisper of a dress in pale pink stretchy gauze and chaperoned by her gallant, elegantly groomed black poodle Dimitri, Lotta fired off a barrage of her own takes on Blumarine’s new fundamentals: “Military Fairies. Sexy Butterfly girls. Frivolous and fun early Y2K mood when social media wasn’t on the horizon. Denim patchwork queens. Trippy, psychedelic, neon girls. Red carpet denim prints, red carpet bandanas. Low-waisted mermaids.” Love it or hate it, but that kind of Blumarine seems to be timeless.

Collage by Edward Kanarecki.

Bold, Sassy, Hot. Blumarine Resort 2022

| Design & Culture by Ed

It’s no longer just Hot Girl Summer season. Now, it’s Hot Blumarine Girl Summer. Nicola Brognano is entering his third season at Blumarine, and his brand revamp (together with Lotta Volkova’s phenomenal styling help) keeps on getting hotter, sassier, bolder and certainly desireable. “When I came on board, they were all skeptical,” he told Vogue. “I’ve been grilled by critics. Now they love what I’m doing. The message was strong, different, fun; it was a clean cut with the past but I’ve kept a certain Blumarine spirit. Gen Z followers immediately reacted; girls on TikTok started to replicate Blumarine furry skirts and tops from day one. We have dedicated fan pages.” For resort, Brognano is riffing on the new repertoire he’s established for the brand: a girly, sassy, mischievous take on the early-2000s pop star glam of Britney Spears, Lindsay Lohan, and Christina Aguilera that he worshipped as a teenager in Southern Italy. “Inspiration for me doesn’t mean a thing. We have to live in the now,” he said. “I’m inspired by social media, by the young girls dressing for real life on Instagram and TikTok. I’m not looking to the past. But I never forget what made me love Blumarine in the first place: its romantic sexiness, its malizia.” Brognano’s Blumarine girl is guilt-free sexy and a bit of a badass. She’s playing dress-up, but then “fucking it up with something revealing and wrong,” adding a fake fur stole over a skimpy crocheted minidress, or wearing slouchy cargos in luscious pink satin together with a slim-fitting hot pink leather blazer and a midriff-baring bandeau top. And she loves butterflies, tattooed as embroideries on pieces like this season’s bright green strapless minidress and signifying frivolity, lightness, and whimsy. “The butterfly is becoming a sort of new Blumarine logo,” Brognano concluded. “Versace has the Medusa. We have the butterfly.”

“Live” collage by Edward Kanarecki.