Stefano Gaudioso Tramonte, luxury italian menswear brand Corneliani’s global style director and general merchandising manager, was in New York last week to celebrate the launch of “My Favourite Jacket” at Saks Fifth Avenue. The brand is launching a new capsule collection and made-to-measure program that will be exclusive to the retailer in the U.S. The brand’s iconic ID Jacket with a detachable chest piece, first created a decade ago, will now be available at Saks in a variety of fabrics. But that’s not the only news from the luxury label—since Tramonte’s appointment over a year ago, the brand has introduced new logos, new packaging, and a new e-commerce site.
“Why all these things? First of all, because we want to make the brand a little bit less dusty and to be closer to our current customer,” Tramonte told The Daily in Corneliani’s New York showroom ahead of the event. “We have a great product and great potential, but somehow no one was communicating it in the right way. So everything will come. We will not dramatically change in terms of style, but the idea is to work on the product in a smarter way in terms of innovation, technology, and research and taking inspiration from our archives and creating a real value and exclusive dressing in the formal clothing and the sportswear clothing.”
Tramonte said the brand has plans to roll out new stores abroad with a new architect, who the brand is keeping under wraps for now, and a new store concept as of next year with plans to open stores in the U.S. within the next two or three years.