Mr&Mrs Italy is known for its fur-trimmed outerwear, but has expanded its year-round offering through collaborations with European stylists and influencers
You may realize by now, browsing italist or when visiting Italy in person, that the country is home to thousands of brands, labels, and designers. Apparel and fashion design is intrinsic to the country’s culture, and every region is home to makers, creatives, and impressive imaginations. Plus, the manufacturing skill of Italian workshops and factories is nearly unrivaled in Europe.
Mr&Mrs Italy was founded in 2014 with the idea of developing iconic and traditional garments from a new perspective, blending the Italian style with a colorful, urban, cool design. We reached the company’s representatives in Emilia-Romagna (also known for it’s excellent cuisine and for automakers Ferrari and Maserati) to discuss the brand’s history.
Q: Tell us a bit about the background of Mr&Mrs Italy (MMI). What prompted the launch of the brand?
A: Since MMI was first established, we’ve always distinguished ourselves by the great attention we pay to quality, to the technological innovation in dyes and fabrics and to the high levels of craftsmanship used to produce the garments.
It all started with the vintage-inspired parka, the first item reinvented by Mr&Mrs Italy, which transformed a practical garment into something admirable, upscale and cool, enhancing it with a fur lining and its iconic hood.
The Brand’s success in Asia began when Jun Ji Jyun wore the Mr&Mrs Italy army parka with a fine white fox lining in the famous Korean TV series ‘Love From The Stars.’
Q: How has the brand and the market (for outerwear and for luxury apparel more generally) changed over the last few years?
A: The society in which we live today has totally changed the perception of the world and, in parallel with it, the objectives and demands in fashion have also changed. Mr&Mrs Italy stands for direction of functionality, usefulness and functionality, always remaining faithful to its fashion soul.
Q: MMI is based in the Emilia-Romagna region of Italy, which is well-known for its food, history, and other manufacturing (like cars). How does that inform the designs and culture of MMI?
A: Mr&Mrs Italy is an expression of dissimulated luxury, extreme quality and fine Italian taste. Emilia-Romagna is the mother of world excellences such as Ferrari and Maserati and Mr&Mrs Italy treasures it by keeping this expectation high. Our priorities are respect for made in Italy and above all the faithful reference to the traditions that are part of us without which our brand would not exist.
Q: What’s the story you’re trying to tell with the SS20 collection?
A: The Spring-Summer 2020 season marks an evolution for Mr&Mrs Italy, as the design of Ivana Omazic brings the brand onto new territories while respecting its dualistic core values. There is a pervading sense of presence and functionality to the collection—a nod to the purposefulness of the uniform—which is constantly completed by touches of embellishment, unexpected prints, surprising details and unpredictable fabrics. The interplay of elements is amalgamated into an organic whole.
Q: The brand is rooted in outerwear. How did MMI make the transition to lighter/more diverse types of year-round apparel?
A: Mr&Mrs Italy introduces an original re-interpretation of activewear to complete the brand proposal. Classic workout pieces find a new identity by combining sophisticated fabrics, intricate embroideries and embellishments.
Q: What makes MMI garments special? Which details are unique to the brand?
A: Every piece is unique: designed, woven, cut, packaged and dyed individually, and every stage of the production process is subject to strict quality control.
The look and style of the brand is marked by high-quality embroidery and elegant patches sewn on innovative military-inspired fabrics that maintains the traditional shape and feel of the original military garment in their simplicity, practicality and functionality.
What makes our garments special and exclusive are also the prestigious craft techniques to which they are submitted: prints and embroidery are entirely handmade; each patch is designed one by one to reflect the uniqueness and craftsmanship of our product and MMI garments are born from the work of highly specialized Italian workers.
Q: Italy has such a unique knowledge base and expertise in making beautiful clothing and leather goods. How is MMI committed to keeping its manufacturing in Italy and training new artisans?
A: MMI garments are so special and exclusive thanks to the prestigious craft techniques to which they are submitted: prints and embroidery are entirely handmade; each Patch is designed one by one to reflect the uniqueness and craftsmanship of our product and MMI garments are born from the work of highly specialized Italian workers.
Discover the entire Mr&Mrs Italy collection for women and men, and discover more Names to Know coverage: Marine Serre, Fabiana Filippi, Fabi shoes, and Lo Spazio Fine Jewelry.
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About the Author
Alex English is the Head of Content Marketing at italist.com, building on a lifelong passion for fashion and luxury. After publishing a lifestyle blog for nearly ten years and obtaining an MBA in Milan at SDA Bocconi, one of Europe’s top business schools, he joined the italist team in 2019. His work since then has focused on upper-funnel messaging, brand storytelling, establishing italist as a thought leader in the space, and enriching the customer experience on the platform. Find him on LinkedIn.