In recent years, the independent luxury brand 100% Capri has put linen smack dab center in the high fashion ready to wear world
Under its larger than life CEO and designer, Antonino Aiello, 100% Capri has proven that linen can be developed to very sophisticated levels in terms of both functionality and design.
Specifically, Aiello’s groundbreaking strategy was to hone in on a niche- the seasonal resort space- where linen could become the fabric of choice amonsgt luxury consumers. Aiello dedicated a full data and research team who studied the weather patterns and climates of 100% Capri retail centers like St. Tropez, Mykonos, Portofino, etc. in order to inform the designs of the local inventories.
This procedure- which none of the other luxury brands had applied to seasonal resort communities- created a new archetype of luxury across today’s most rarified vacational retreats.
The 100% Capri linen carried a desirable, aspirational, and expensive look but at the same time was more breathable, airy, and comfortable than any of its counterparts, ensuring that Aiello and his brand nailed the niche.
Aiello’s success in resort-wear was just the tip of the iceberg, however. In recent years, the brand has seen massive expansion across continental markets in the U.S., the Mid-East, and soon to be Asia.
As 100% Capri expands, so too do the production and aesthetic borders of high fashion. Linen is becoming a major new genre within the ready to wear world and blending resort-wear to blend with everyday luxury.
This panopaly effect only further catalyzes the growth of the luxury fashion sector and engenders new possibilties for competing brands to innovate to further drive the evolution of the space.