WINTER SEA: While Paul & Shark’s rebranding is ongoing as it inches toward a proposition that’s less anchored in its yachting and sea-centric past, the brand joined the Milan Fashion Week calendar to present a resortwear capsule collection as part of its fall lineup.
After unveiling its main collection at Pitti Uomo last week, the brand threw an afternoon bash at member’s club Casa Cipriani, a stone’s throw from its store on Via Montenapoleone, which saw guests, including talents Creed Mckinnon and Jonas Kautenburger, among others, sipping cocktail at aperitivo and dancing until after dawn.
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The Club Riviera collection was filled with transitional pieces intended for winter vacationers, from silk blazers and crisp linen shirts in an autumnal palette to maritime striped sweater and knit sets.
Last June, Paul & Shark bowed its inaugural resortwear line, called Riviera, at a cocktail party at its Milan store.
Softening the core yachting ethos of years past, the brand’s sustainability credentials and link with the sea are being exalted via lifestyle-leaning activations and communication projects, while its fashion is increasingly more in tune with customers’ demand for clothing apt for outdoorsy experiences.
Cue the most recent activation in Italy’s tony ski destination Cortina d’Ampezzo, where the brand took over the storied Scoiattoli chalet and linked with the Cortina d’Ampezzo ski club.
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