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Brandwatch: Mauro Grifoni

The Italian label looks set to win over UK buyers with its latest womenswear collection.

THE BASICS

Wholesale prices €45 (£39) for a skirt to €421 (£362) for a leather jacket

Website www.maurogrifoni.com

Contact 0207 8517 140

Despite having around 600 worldwide stockists, such as Lane Crawford in Hong Kong and 10 Corso Como in Seoul, Mauro Grifoni is relatively unknown on these shores.

At present the only way for British shoppers to buy the Italian brand’s womenswear collection is to look to overseas-based etailers such as Yoox and retail portal Farfetch. But with a collection as strong as its spring 14 range on offer, the opportunity for UK stores to get in on the act is one not to be missed.

Alessandra Rossi, commercial director of multi-brand at Yoox-owned luxury etailer Thecorner.com, which has stocked the brand for five seasons, agrees. “Mauro Grifoni’s collections are full of essential items which combine great workmanship with a perfect fit. They are easily adaptable and suit the needs of our savvy clientele,” she says.

“The brand’s ethos, which also applies to its pared-back, simple menswear collections, is laid-back luxury with an Italian twist,” explains Ilaria Sesso, Mauro Grifoni’s womenswear creative design director. Throughout the spring 14 collection, Sesso highlights “a very strong nature theme with a series of exquisite floral prints”. This comes through in wallpapery patterns across neat cropped trench coats (€238/£205), silk crêpe day dresses (€166/£143), statement stretch-cotton gabardine wide-legged trousers (€63/£54) and delicate silk and cotton blouses (€91/£78).

The collection, which will be delivered in February and has a mark-up of 2.8, is saved from a death-by-ditsy-florals by its more masculine, boxy silhouettes and blending of the aforementioned delicate fabrics with more hard-wearing materials.

The compact ranges are planned to include 30 individual pieces, each boasting up to 10 different fabric, print or colour options, with an additional 20 accessories lines making for a more rounded and commercial offer.

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