Perfetti Van Melle gives Italian fashion a sugar rush

More than half a dozen Italian fast-fashion retailers launched collections featuring Chupa Chups, Mentos and candy classics form the Italian confectioner

Written by Rhys Thomas

Posted 05.09.2019 | Apparel

Perfetti Van Melle gives Italian fashion a sugar rush thumbnail

Design work on a host of fashion collections featuring Perfetti Van Melle’s candy brands are well underway after a sugary spring/summer season that dominated Italian fast-fashion retail.

Chupa Chups and Mentos collections were launched to great success in Oviesse, and were soon followed by Alcott, Zuiki, Terrranova, AW Lab and Piazza Italia. Perfetti also debuted ranges for Big Babol and Morositas, launching t-shirts and loungewear collections with oversize logos and feelgood icons of the Italian candy classics.

Thanks to consumer demand, designs for the new collections with other brands under Italian candy giant are already well underway, and are expected to roll out in spring/summer 2020.

Branded fashion collections launched at multiple Italian retailers this S/S

“For the first time so many fashion partners have launched new dedicated capsule collections with so many of our brands at the same time in Italy,” says Vanessa Grande, Licensing Coordinator for Perfetti in Italy. “It’s great to see how fashion retail rides the candy wave and how the trend keeps gaining momentum and evolving as a fashion proposal of its own kind.”

Perfetti Van Melle’s licensing business also continues to grow with unique artist collaborations. The latest halo fashion partnership will launch this autumn with an interpretation of the brand by Gianmario Stupello of Italian fashion house White*.

The Creative Director has reimagined the simple, iconic Chupa Chups shape and colours through a new lens that combines a rich Victorian feminine style with materials that shape the modern world. The result is an upscale fashion proposal that will be available for eclectic fans in high end boutiques and on the White* official online store.

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