“Daywear. That is all.” That’s how Sergio Rossi described its relaunch collection in show notes handed out this evening during the out-of-the-box brand’s theatrical performance at Milan’s Teatro Filodrammatici.
The dark, intimate setting — with ballet performers all clad in black (save for the shoes) — would have suggested a more evening approach.
Still, Sergio Rossi’s statement-making presentation made it clear that it wants to shed old connotations about the brand, which became defined mainly by sexy high heels.
Just like the performers — who in the first scene are barefoot — experience a rebirth once they slip on Rossi styles, the new collection represents what the brand calls its own rebirth.
“There is a fantastic heritage, and we want to bring back the soul of the brand,” said CEO Richard Sciutto, who proceeded to rebuild the archives upon his arrival, buying 400 pieces since then. “Sergio Rossi’s woman is refined, has an independent character and is seductive. There’s a touch of irony and subtle elegance.”