The new cerruti collection in live streaming from the milano unica fair

Lanificio F.lli Cerruti 1881 presents its New Normal Collection at MU imagining Autumn/Winter 21 as Agile, Sylvan, Fluid, Smooth and Soft.

Lanificio F.lli Cerruti 1881 will present “The New Normal Collection” at the 31st edition of Milano Unica with a proposal dedicated to the Autumn/Winter 2021 season, which looks at a new way of interpreting women’s and men’s clothing. Looking at the contemporary with an eye to the possible futures and to the implications for the ways of dressing which will come, but treated with the usual nonchalance which distinguishes the universe of Cerruti. The collection takes a journey through five possible worlds by means of which the wool mill talks of five lifestyles, five different attitudes which are being confirmed by the modern way of living and which also have their expression in clothing. In this way, stories are told using texts and images leading through the Autumn/Winter 2021 season where the key words will be: Agile, Sylvan, Fluid, Smooth and Soft. From organic architecture, to individual mobility, moving through fresh trends like the new slow fashion, until finally arriving at the greys which inspired Claude Debussy in his nocturnes, and at pet therapy: these are only some of the topics covered in this journey through style. A meeting of art, painting and costumes reflecting a world with increasingly fluid boundaries, which even fabric designers must become used to.

LIVE STREAMING FROM RHO FIERA

A collection which the wool mill will narrate in a new way, directly from their Milano Unica stand in live streaming aimed at the whole world on their YouTube channel to give all customers who are not able to travel the opportunity of exploring the collection. Thanks to this “Cerruti Unica Experience”, as the project is called, the wool mill will open the doors of the fair not only to its customers, but also to students and enthusiasts who this year will not be able to attend. There are four appointments, at

11.00 a.m. and 4.00 p.m. on both days of the fair. In this moment more than ever, Milano Unica needs to show itself with new messages and demonstrate that social distancing can be an opportunity for creating contacts across the world.

A COLLECTION DEDICATED TO THE “NEW NORMAL”

The AW21 collection is divided into three ranges which represent three threads along which contemporary clothing moves: tailoring reinterpreted in the range Main; performance fabrics for travelling in the range ITravel and lastly a more creative and fluid proposal in the range Flow, with new jerseys in noble fibres and more extreme jacquards dedicated to cutting edge fashion.

DIGITAL INITIATIVES DURING LOCKDOWN

During the lockdown period, the wool mill offered an extensive programme of digital and other activities to try to stand by our customers in all the world from our base in Biella. The key words were: training, service and inspiration. This is how the Fabric Portraits project came into being, with which the wool mill created contactless collections to send across the world. In conjunction with this, the Cerruti Atelier gathered together hundreds of tailors around the world for a series of live webinars held at Via Cernaia 40. In the last one, Cerruti the Eye – Dreams and Visions of Fabrics and More was a series of conversations with designers and enthusiastic “Fabric Maniacs” to investigate the relationship between creativity and textiles in a succession of video chats – which were then transmitted via social media channels.

WORDS SPOKEN BY ALESSANDRO CANNAS, CEO OF LANIFICIO F.LLI CERRUTI DAL 1881

“In spite of the epochal challenges presented by this pandemic, we will be taking part in this edition of Milano Unica with our usual sense of conviction and strength with an AW 21 collection presenting significant topics around innovation and creativity, and we will now await the response from the market,” says Alessandro Cannas, the Group’s Managing Director. “As our President Nino Cerruti says, this is the moment to be daring, to be “incredible”. And it is precisely in this vein that our creative team has been working with great determination. Visitors will be able to appreciate their work by coming to our stand, but we have also thought of those who will not be able to attend, by presenting the collections in live streaming, in order to enable everybody to see our fabrics and to discover the way in which they were conceived.”