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Marni
We should highlight two things about this Italian brand: it has no advertising campaigns (a strategy that changed in 2015) and it seeks to ignore trends and pursue its own aesthetic. These seem like two good reasons to justify its success, a success that has even led it to launch a collection with the Swedish H&M fashion giant.
Discretion and eccentricity are antonyms that could define Marni’s philosophy. Created in the mid nineteen nineties by the Castiglioni husband and wife team, the Italian firm had managed, despite its successes, to remain free and independent from outside hands, until OTB, Renzo Rosso’s company, arrived and took full control of it in 2015.
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