The Swedish retail giant collaborates with a family-owned luxury brand known for its flawless tailoring.
The world of fashion is oft a fickle one and while trends come and go, some nations are just blessed with an inherent sense of personal style that's distinctly theirs, almost as if it's in their DNA. The Danish are unabashedly cool, the French are experts in chic, but the Italians take classic glamour to another level.
The names Valentino, Versace, Gucci, and Prada all ooze luxury, sensuality and a distinct Italian swagger, just as when it comes to tailoring, the 'Made in Italy' label is synonymous with tangible virtues of quality, craftsmanship and design.
Like most good things in life, recreating Milanese flair as an outsider isn't as simple as following a sartorial recipe, but H&M will soon get its own injection of unmatchable Italian craftsmanship via its collaboration with Giuliva Heritage, a family-owned, luxury brand known for its flawless tailoring.
At just three years old and with an impressive list of in-the-know clients and high-end retailers, it's clear that the husband and wife duo Gerardo Cavaliere and Margherita Cardelli of Giuliva Heritage have found a niche.
The pair met in Rome; he successfully running a Neapolitan atelier creating bespoke clothing for men, she heading up a luxury and lifestyle communications consulting firm. Having always favoured the silhouettes of menswear, the first time Cardelli tried on her then-boyfriend's double-breasted topcoat, she never gave it back.
The couple recognised a hole in the women’s market and launched in February 2017 with a collection of iconic coats — full-length pieces that were feminine interpretations of classic menswear silhouettes. “We started with coats because they were the natural transition from men’s tailoring into women’s,” Cavaliere says.
Entirely manufactured in their home country, Giuliva Heritage's collection of traditional Italian suits, coats, and ready-to-wear celebrates authentic artisanal craftsmanship, with several stages of production made by hand, including fabric cutting and the sewing of necklines, flat fell seams and buttons.
As the brand's moniker might allude to, creating clothes that fall in line with current trends is not their motivation, but instead, as things that can be handed down, as tradition. "We both love the idea of those perfect pieces that are meant to last a lifetime. The way that our grandparents used to have just a few things, but they were things that lasted and they wore the right thing to every event… statement pieces in a way.”
The H&M Collaboration
In keeping with the brand's ethos, Giuliva Heritage x H&M also takes classic menswear silhouettes into the world of womenswear, delivering the brand's fit and attention to detail at a fraction of the cost of its mainline products.
Featuring traditional shirting, double and single-breasted suiting and contemporary trench coats, the collection is made from materials from more sustainable sources and in line with both brands’ journey to circularity, recycled fabrics have been used throughout.
In the modern take on Italian heritage, the tailoring is accompanied by flowing blouses, shirtdresses and wearable separates in time-honoured tones of beige, navy, dusky blue and burgundy.
“It was wonderful to work with H&M on this collection. Together, we created easy transitional pieces with designs that stand the test of time. We have always been passionate about authentic, meaningful fashion that lasts, and this collection undoubtedly captures that,” says Cavaliere.
The Giuliva Heritage x H&M collaboration will launch on Thursday, 3rd of September in selected stores across the country, as well as online on H&M.com.