e1972: A Sizeless Collection For Every Shape

The model melting pot of New York City is what makes this metropolis so unique. Despite the winds of hate that blow around the world, individuals give priority to love and try to make America great again by rejecting egoism and embracing inclusivity. Sadly, the movement is still small but the fact that this feeling exists and that some voices are strong enough to be heard by big audiences is a great deal. Different tools and different languages for the same message.

Among the several presentations full of hope and friendship during this New York Fashion Week, there was the debut of e1972 – the first collection ever launched by Elite World Group and designed by CEO and Chief Creative Officer, Julia Haart. Haart is definitely not a beginner: in 2013, she launched her namesake collection which ended when she joined Italian lingerie brand La Perla in 2016 as Creative Director, where she rethought the approach their ready-to-wear. These experiences have been injected in this new step of the global management agency. “I hate body shaming since always,” stated the volcanic entrepreneur backstage before the show. “So I decided to create something that will be innovative and size-less. it’s not a one-size-fits-all thing, but a proper made to measure wardrobe where almost 90% of the items will be produced upon request. Nothing will be done if not necessary.” The well-known model management company is the world largest network and represent over 4,000 top models, cultural creators and celebrities across 52 countries. A spread out experience that can give life to a project that it’s interesting: even if wrongly perceived as the symbol of the impossible beauty, Elite reshuffled the rules declaring that everyone is beautiful no matter the age, size, colour, gender or height.

The new brand, where “e” stands for Elite and 1972 is the year when the company was founded, won't be the usual lifestyle-meets-sportswear brand on the market, as it has a completely new approach. “Our new body scanning technology allows the customer to scan the body from home and send it to us,” explained Haart. "It embraces the philosophy of our times. A luxury direct-to-consumer product shoppable both online and in selected international ateliers where they can have both the technology and the immersive experience. The physical experience will be unique: in every of our agency around the world there will be a studio where every customer can come and be measured, fitted and spoiled while creating the dresses which will be ready in between 4 and 6 weeks.” The goal? Democratising fashion, revolutionising the shopping format and eradicate the sizing rules focusing on every different body shape.

“This first collection celebrated New York, its graffiti, its lights and its diversity,” she explained. In fact, over 80 pieces for both genders spanned from morning to night, from easy daywear to hand-applied Swarovski crystals, thermo reactive sequins, soft leather and graphic prints created in collaboration with Big Apple-based street artists. "Last but not least, production environmental impact has not been underrated," Haart concluded. “The custom made approach limits the production of garment that will not be used. We manufacture only what the client asks for, in this way we also minimise the inventory and the footprint. Then the usage of fabrics that are running out of stock, so we can buy also small quantities. Then the development of every dress will be made in a network of small and independent New York City ateliers which were risking to close, we also revitalised their business allowing them to survive supporting the artisans in the Garment District."

Considering that e1972 is a project part of the Elite World Group the casting was stellar and some famous faces like Adut Akech (which opened and closed the show), Lais Ribiero, Isabeli Fontana, Lindsey Wixson, Rachel Marx, Cindy Bruna, Miss Fame, Joséphine Le Tutour and more were present. It all ended with a performance by singer Bebe Rexha who accompanied Haart for the final bow.

SHARE
  • Facebook
  • Twitter
  • Pinterest
SIMILAR ARTICLES
Technology Maximalism and Tradition Meet in Milan on Day 4
By Elisa Carassai
Walking into the Gabriele Colangelo show, the first thing that came to mind as one looked at the...
By Elisa Carassai
Walking into the Gabriele Colangelo show, the first thing that came to mind as one looked at the interwoven separè that divided the runway, was the fact that the designer must have been inspired by Bauhaus weaver Anni Albers or American textile artist Lenore Tawney. Yet, he revealed that the...
Walking into the Gabriele Colangelo show, the first thing that came to mind as one looked at the interwoven separè that divided the runway, was the fact that the designer must have been inspired by Bauhaus weaver Anni Albers or American textile artist Lenore Tawney. Yet, he revealed that the starting point of the collection didn’t actually come from an artistic viewpoint. “I experimented with...
Modern Women Archetypes At Ferragamo
By Gianluca Cantaro
The complexity of today's women is what excited Paul Andrew, Creative Director at Salvatore...
By Gianluca Cantaro
The complexity of today's women is what excited Paul Andrew, Creative Director at Salvatore Ferragamo. This season, the brand showed a woman born from a blend of modern archetypes – a theme that the Swiss psychoanalyst and psychiatrist Carl Jung identified and deeply inspired the designer. In...
The complexity of today's women is what excited Paul Andrew, Creative Director at Salvatore Ferragamo. This season, the brand showed a woman born from a blend of modern archetypes – a theme that the Swiss psychoanalyst and psychiatrist Carl Jung identified and deeply inspired the designer. In short, the queen, the mother, the lover, the sage, the maiden, huntress and the mystic were...
Giorgio Armani Beautifies Women with Emporio
By Gianluca Cantaro
After the Emporio Armani show, Mr Giorgio opened up and talked about today's state of fashion...
By Gianluca Cantaro
After the Emporio Armani show, Mr Giorgio opened up and talked about today's state of fashion and, generally, style. “Trends don't exist anymore,” stated the designer backstage after the show. “Our job as designers is to make the women beautiful. we need to make them feel confident but also guide...
After the Emporio Armani show, Mr Giorgio opened up and talked about today's state of fashion and, generally, style. “Trends don't exist anymore,” stated the designer backstage after the show. “Our job as designers is to make the women beautiful. we need to make them feel confident but also guide them to be aware of their age and body. Often we see types of women that are out of reality and...
Patch It Up and Start Again
By Elisa Carassai
On the third day of Milan Fashion Week, designers played with differing aesthetics and harder...
By Elisa Carassai
By Elisa Carassai
On the third day of Milan Fashion Week, designers played with differing aesthetics and harder juxtaposing flavours with softer materials.“I would go out tonight, but I haven't got a stitch to wear,” lamented Morrissey in ‘This Charming Man’, one of the songs patched up in the soundtrack of...
On the third day of Milan Fashion Week, designers played with differing aesthetics and harder juxtaposing flavours with softer materials.“I would go out tonight, but I haven't got a stitch to wear,” lamented Morrissey in ‘This Charming Man’, one of the songs patched up in the soundtrack of Antonio Marras’ fall-winter 2020-21 show. Unlike Morrissey, Marras’ show had a lot to offer (the designer...
Giada’s Futuristic Sophisticate
By Sofia Celeste
With a collection that unfolded among the dusty manuscripts of Milan’s Biblioteca...
By Sofia Celeste
With a collection that unfolded among the dusty manuscripts of Milan’s Biblioteca Braidense, Giada’s fall-winter 2020/21 woman was more forward-looking than ever. Giada's creative director Gabriele Colangelo unfurled innovative, polished ensembles crafted with pleated innovative leather...
With a collection that unfolded among the dusty manuscripts of Milan’s Biblioteca Braidense, Giada’s fall-winter 2020/21 woman was more forward-looking than ever. Giada's creative director Gabriele Colangelo unfurled innovative, polished ensembles crafted with pleated innovative leather and plissé silk chiffon, which was meant to reflect a sense of natural movement and ripples of streams and...
Memos: On Fashion In This Millennium
By Elisa Carassai
“Fashion has become the most popular and representative artistic medium of the 21st century,”...
By Elisa Carassai
“Fashion has become the most popular and representative artistic medium of the 21st century,” fashion curator Maria Luisa Frisa stated boldly, during the press conference introducing Museo Poldi Pezzoli’s latest exhibition on Italian fashion.Yet, if fashion is the most popular and representative...
“Fashion has become the most popular and representative artistic medium of the 21st century,” fashion curator Maria Luisa Frisa stated boldly, during the press conference introducing Museo Poldi Pezzoli’s latest exhibition on Italian fashion.Yet, if fashion is the most popular and representative medium of our time, how can we give garments the right amount of importance for them to carry a...
Sportmax Celebrates 50 Years of Finding Nobility in the Ordinary
By Elisa Carassai
The onset of a new decade is always an exciting time, as it often means a cycle is ending and a...
By Elisa Carassai
The onset of a new decade is always an exciting time, as it often means a cycle is ending and a new one is ready to begin. And this year, in particular, should exceptionally be lauded as a time to celebrate, as many brands and designers are and will be commemorating their 50th...
The onset of a new decade is always an exciting time, as it often means a cycle is ending and a new one is ready to begin. And this year, in particular, should exceptionally be lauded as a time to celebrate, as many brands and designers are and will be commemorating their 50th anniversaries. While London was all about Sir Paul Smith and Margaret Howell, Milan will be honouring Sportmax, the...
Feminine Feminism at Prada and Powerful Mistresses at Fendi
By Gianluca Cantaro
Women can be both feminine and feminists at the same time,...
By Gianluca Cantaro
Women can be both feminine and feminists at the same time, Prada's statement is clear. “When frivolity is intelligent it’s the best way to express women’s power,” said Miuccia Prada before the show. “I now consider the word glamour, which I rarely use, as...
Women can be both feminine and feminists at the same time, Prada's statement is clear. “When frivolity is intelligent it’s the best way to express women’s power,” said Miuccia Prada before the show. “I now consider the word glamour, which I rarely use, as an expression of strength. We don’t need anymore the 80s power suiting to affirm our toughness, on...