NEW CATEGORY: Antonio Marras debuted underwear during Milan Men’s Fashion Week.
The brand presented its first underwear genderless capsule collection at the Ephemeral boutique on Via Montenapoleone, so dubbed because the store will be open for a year ahead of the permanent flagship further down the same road.
The capsule, named “Nuda Veritas,” a Latin term that translates to “Naked Truth,” was showcased through a presentation. Marras was in charge of the creative direction while the artistic vision was in the hands of photographer Mauro Balletti.
The space featured a live performance by artist Francesco Napoli and digital installations at the entrance.
Antonio Marras “nuda Veritas” collection.
Courtesy of Antonio Marras
Inspired by the lingerie aesthetics of the ’50s, the collection featured a palette of brown, black, white, ecrù and burgundy. A ribbed tank top with a heart-shaped patch bearing the Antonio Marras logo took center stage. Two underwear styles, one masculine, one feminine, completed the collection, each with an exposed waistband and logo branding.
“Underwear is the first boundary between the body and the world: to me, it’s like a caress that remains, even when no one sees it,” the Italian designer said about the capsule.
The temporary store was inaugurated this year during Milan Design Week.
Following the acquisition of the brand by Oniverse, previously known as Calzedonia Group, Barbara Calò was named chief executive officer in September last year. She joined from Marni, where she held the same role.