On Sunday July 12th the TIME truck show was held in Rome in one of the oldest and most important concept stores in Italy, Degli Effeti in Piazza Capranica. WHITE, the Camera Italiana Buyer Moda in partnership with Lancia and the patronage of Comune di Milano hosted the event. It was one of the first to happen in different cities in Italy in order to promote the winners of TIME- Contemporary Fashion Award: Bliss Lau and Maurizio Miri.
Men/women window display at the Degli Effeti store
The intimate store possessed signature items that seemed to be carefully chosen with it’s consumer in mind. Although the store had been in existence since 1979, its current display is edgy and contemporary. Degli Effeti features many European designers such as Givenchy, Guy Larcohe, Paco Rabbane, Celine, but also international designers like Raider Ackermann.
Guests during the trunk show event
The owner, Massimo Degli Effeti, explained that his father was the previous owner of the store, which at the time was a very successful fabric retailer. Evidently his father wanted him to carry on the family business, but Massimo preferred being an artist and after a while realized that he could combine his art with his love of fashion. At the time the term prêt-â-porter didn’t really exist, as a matter of fact it was the period between haute couture and ready-to-wear, couturier and designer. Massimo decided to go to Torino, which was the fashion capital of Italy at the time. He noticed that the fashion world was mostly focused on women’s clothing, therefore decided to bring style to Italian men. So, in 1979, he featured the first Japanese collection to ever be brought to Rome. Pieces from designers like “Comme des Garcons” and “Yamamoto” were sold for the first time in Italy at Degli Effeti. For nine years, Massimo only sold men’s clothes, and in 1997 he decided to feature apparel for women, and the rest is history!
Guests with Massimo Degli Effeti and Caterina Occhino
Bliss Lau, winner of the first edition of the TIME Award, was one of the designers to have a small collection featured in the store. Bliss Lau is a New York jewelry designer and the concept behind her collection is “Jewelry as apparel,” since her strong point is the fact that her jewels cover the entire body. Caterina Occhino collaborated with Bliss Lau by adding hearts to the necklaces and body chains. While talking to Caterina, she mentioned that it takes about 40 hours to make every piece and they are all handmade in Tunisia by single mothers. She does it with the help of her organization that protects physically abused women. You can check out work at: www.seeme.org.
From left to right: Caterina Occhino wearing her customized Bliss Lau jewelry,
Caterina and winning designer Maurizio Miri
Maurizio Miri is the second main winner of the TIME Award, due to his very interesting philosophy and menswear collection. A Maurizio Miri’s jacket is complementary of who you are. On the designer’s website states: “Maurizio Miri doesn’t design clothes only, he wants to open the doors on the soul of who is wearing his creations. His collections are the results of deep and passionate research, which aims to stimulate the metamorphosis of who is wearing them.”
Designer Maurizio Miri
TIME award is officially on tour. They will continue to travel around Italy with these two winning designers.
By: Ann- Isabelle Saint-Pierre (The Dia Diaries Milan Fashion Contributor)
Chandia Brennen is a Certified Image Consultant and CEO of ItsGood2bME Fashion Consulting and Image Management based in Los Angeles CA, Chandia has been in the Fashion industry for over four years. She has worked for dozens of publications and holds the title of Senior Fashion Editor in both LA and NY. Chandia is a fashion scout for a Design Agency in NY and Brand Ambassador for HairEverywhere Luxury.