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Emozioni goes upmarket with radical new direction for spring

German womenswear brand Emozioni unveiled a radical revamp at CPD in Dusseldorf this week, taking it upmarket to designer bridge brand territory.

UK agent FOS Fashion Marketing has taken on the brand and managing director Chris Foster-Orr said buyers should "wipe any perceptions they have of Emozioni from their brain".

A special catwalk event, to celebrate 50 years of parent company Nienhaus, which in turn is owned by Miro Radici, was staged to showcase the brand's new spring 08 collection.

Key pieces included day-to-evening dresses, wide-legged trousers and long tops. The brand targets women aged 25 and above.

Foster-Orr said: "In the UK we see Emozioni as designer bridge, next to Nougat, Day Birger & Mikkelsen, Joseph and Nicole Farhi. It now has a totally new product, all Italian fabric with a designery feel."

FOS, which also handles Emozioni sister brands Apanage, Mac, Repeat and Turnover, expects to secure up to 40 accounts in the UK by next autumn and will initially target independents. Wholesale prices for separates range from EUR30 to EUR70 (£20 to £47), rising to EUR100 (£67) for tailored jackets.

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