The Simonetta Style - Christina Paesani S/S 12

1 When did Simonetta start?

In 1955 our grandmother, who is now 95, opened a dressmaker’s shop and this provided the impulse for a small collection of girls’ clothes named after one of her daughters, Simonetta.
A couple of years later, my mother, Simonetta, began to work, a little later my uncle Roberto and my aunt Valeria, and the company grew into a SPA (Inc.) that became known internationally. Today, the third generation is involved in the company and Simonetta is sold in 40 countries.

2 What was the inspiration for the current collection?
For the spring/summer 2012–13 collection we were inspired by the elegance of the 1950s, in relation to the embroidery and the jacquard fabrics sprayed with gold, and by the pop irony of the 1960s, with regard to the lines and colours, and by life in the present: fast-paced and dynamic, featuring modern and comfortable materials.
But the focus of our attention is on what real girls want that go to school, meet friends to do sports and like to create their own sophisticated and original style.

3 What’s your favourite look at the moment?
At the moment I love flowing clothes that adapt to the body without sacrificing femininity contrasted by flat shoes with laces.

4 Tell us about your new showroom!
Our showroom reflects our idea of a sophisticated simple style, essential but rich in ideas, art and culture. Every visitor should feel at home.

5 What’s your favourite spot in there?
My favourite spot is the big sofa, a comfortable one that you can just sink into in order to talk and have a quick snack. It’s a spot where sociability and professionalism come together, this is characteristic of the Simonetta family.

6 Do you have kids yourself?
I have a 15-year-old son, Leonardo.

7 How fashion-oriented is he?
Leonardo is creative, loves music and films. He has an original, very personal, funky style and likes to mix our company with different labels that are a little more street and pop.

8 What was your favourite piece of clothing when you were a child?
As a child, I only wore pants. My mother was in despair. I can remember a pair of Fiorucci jeans that was so worn out that they certainly didn’t need to be stone washed … I wore them anyway, with lots of heart-shaped patches on my backside.

Questions to Barbara Stronati, Export Manager at Simonetta

1 How would you describe the Simonetta concept?
Tradition and innovation. Uniqueness, elegance, sophistication and quality, in complete adherence to children’s requirements in terms of comfort and wearability.

2 What do you think about the new kid’s wear Berlin trade show?
It’s sure to be a success, since it is not going to be a traditional trade fair, and I am sure it will reflect the innovative and avant-garde spirit of kid’s wear Magazine and the dynamism of Berlin.

3 And about the German market?
We have been on the market in Germany for 20 years and we can attest to the fact that it is certainly not a traditional market. Our customers are very conscious of fashion trends, but at the same time have an eye for the quality and comfort of the clothing.

4 What are Simonetta’s plans for the future?
For the future, we are planning important expansion projects in foreign markets, especially in China and India.
At the beginning of the year, we are going to introduce a new shop concept for our boutique in Milan and at the same time we will be opening a number of corners in collaboration with some of our most important international customers.


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