ONE DAY WITH BENETTON

darya kamalova thecablook russian italian fashion bogger street style trend BENETTON TOTAL LOOK benettonconceptstoreanouska proetta brandon piazza duomo milan party valentina soster new collection aw 14 15_-66

EN: This is so exciting and unusual: to see how the brand that you know almost from childhood changes dramatically but still remains itself.

From the title of the post you have surely realised that I’m going to talk about the brand Benetton, with whom we spent the whole day yesterday in Milan.

It all started with a small lunch in a friendly atmosphere, where I met my dear Irina from Cosmopolitan Russia, and the time has flown by. I just noticed mini plates of fruits and a variety of snacks that were becoming empty in my hands so fast))

Immediately after we went to the conference with a beautiful and incredibly talented woman – Valentina Soster – the creative director of the brand Benetton. She talked about “the revolution of the brand”, the inspiration, the “new refined and sophisticated girl of Benetton”.

What do you think about when you hear the word “Benetton“? I always thought about the casual clothes and knitwear of high quality. Imagine my surprise (and not only mine), when I saw a brand new, fresh and modernized Benetton. There was an improvised catwalk and models were coming out out in the things of the new collection Autumn-Winter 14/15 (yes, we were among the first in the world who saw the new collection that early. And now you can also see it on my blog). The collection is inspired by far by Italy: Venice, ski resorts. The girl of Benetton became elegant, she is bright, but not too much, fashionable, but not a fashion victim. The collection is also very influenced with retro style. For example, the sweaters (photo with 3 models in black and white jersey) were the bestsellers of Benetton many years ago. And while reviewing the archives of the brand, Valentine decided that these models and patterns should be in trend again and brought them back to life.

The collection is full of a huge variety of coats from classic grey and camel models with a long nap, to colored coats’-cocoons and oversize coats. Honestly, I already want almost all at once and I can’t wait to see them in the store))

Then we went to the new concept store on piazza Duomo. For me, as for an interior designer, it was aesthetically pleasant: minimalistic design, the space divided into zones with translucent panels, technical equipment in the form of interactive screens, and all this is inscribed in an old building with an arched glass ceiling and with old brick walls. Incredibly beautiful! When you’re in Milan – be sure to go there)

Yes, now you don’t need to wait too long before the shopping assistant tells you whether there is a size or the colour of what you want. Each of them is carrying a mini iPad, which can scan the barcode of the item and tell you about the presence or absence of the desired article in the store. And even it is missing, then can still send it to your home for free.

By the way, you’re probably thinking: where did I get all those beautiful  that you see on me?) Many will be surprised to find out that it’s Benetton, collection spring-summer 2014. Starting from the necklaces and ending with my shoes, everything-everything was purchased there. In fact, it’s pretty cool when you can find a “complete set” from head to toe in one place, without spending too much time and going to hundred shops in the research of the right shoes/handbag/t-shirt.

I love this retro dress, this jacket with the echoes of classic chanel jacket, cute handbag and shoes in tone (btw, they are very comfortable! I had them on me from 6am till 12pm and I didn’t regret it!).

It all ended with a party overlooking the Duomo, right on the central square of Milan! It was so cool! There we met with a wonderful Anouska Proetta Brandon and her boyfriend Ronan. We spent together the entire evening, which ended after midnight)

 

RU: Это так волнующе и необычно: видеть, как брэнд, который ты знаешь практически с детства, о котором у тебя было свое непоколебимое мнение и представление, вдруг кардинально меняется, при этом оставаясь самим собой.

Из названия поста вы наверняка поняли, что речь пойдет о марке Benetton, с которой мы вчера весь день провели в Милане.

Началось все с небольшого ланча в дружеской обстановке, где мне встретилась милая Ирина из Cosmopolitan, и время пролетело незаметно. Замечала я только мини-вазочки от фруктов и разнообразных легких закусок, которые пустели у меня в руках))

Сразу после мы отправились на конференцию с прекрасной и безумно талантливой женщиной – Валентиной Состер, креативным директором марки Benetton. Она рассказывала о “революции брэнда”, о вдохновении, о “новой, изысканной девушке от Benetton”. Что вы представляете, слыша слово Benetton? Я всегда представляла себе сдержанную повседневную одежду и трикотаж высокого качества. Представьте мое удивление (да и не только мое), когда я увидела совершенно новый, свежий и модернизированный Benetton. Параллельно с рассказом, на импровизированный подиум выходили модели в вещах из новой коллекции осень-зима 14/15 (да-да, мы были одними из первых в мире, кто увидел новую коллекцию. А теперь ее можете посмотреть и вы). Коллекция вдохновлена безусловно Италией: Венецией, горнолыжными курортами. Девушка от Benetton стала элегантная, она яркая, но не вызывающая, модная, но не жертва моды. На коллекцию так же очень повлияло ретро-течение. Например, свитера (фото с 3мя моделями в черно-белых свитерах) были бестселлерами много лет назад у того же Benetton, и, пересматривая архивы, Валентина решила, что эти модели и узоры вновь в тренде и вернула их к жизни. Так же коллекция полна огромным количеством разнообразных пальто: от классических старых и camel с длинным ворсом, до цветных пальто-коконов и oversize. Глаза разбегаются, честно, хочется все и сразу, а ждать еще так долго))

Далее мы отправились в новый concept store на piazza Duomo. Для меня, как для дизайнера интерьеров, это было эстетическое наслаждение: минималистичный дизайн, пространство, поделенное на тематические зоны полупрозрачными панелями, техническое оснащение в виде интерактивных экранов, и все это вписано в старинное здание с арочным стеклянным потолком и старыми кирпичными стенами. Красиво невероятно! Когда будете в Милане – обязательно сходите)

Да, теперь не нужно по долгу ждать пока вам скажут есть ли размер и есть ли нужный цвет той или иной вещи. Каждый продавец имеет при себе мини айпад, который, просканировав штрихкод, скажет вам о присутствии или отсутствии желаемого артикула в магазине. А если даже этой вещи нет, то Benetton бесплатно доставит вам ее домой из другого магазина сети)

Кстати, вы наверное думаете: откуда же все те прекрасные вещи на мне?) Многие удивятся, узнав, что это Benetton, коллекция весна-лето 14. Начиная с ожерелья, и заканчивая туфельками, все-все было приобретено там. На самом деле, это очень здорово, когда в одном месте можно найти “полный комплект” с головы до пят, не бегая по сотне магазинов в поиске подходящей обуви/сумочки/маечки. Мне очень нравится это платье в стиле 60х, этот пиджак с отголосками классического пиджака chanel, милая сумочка-box и туфли в тон на очень удобном не большом каблучке (я была в них с 6 утра до 12 ночи и ничуть не пожалела).

Закончилось всё вечеринкой с видом на Дуомо, прямо на площади! Это было так здорово! Там мы встретились с замечательной Anouska Proetta Brandon и ее молодым человеком Ронаном. С ними мы и провели весь вечер, который закончился за полночь)

 

IT: E’ così emozionante e insolito: vedere come il marchio che praticamente tutti conoscono fin da bambini cambi così radicalmente, rimanendo se stesso.

Dal titolo del post avrete sicuramente capito che ho intenzione di parlare del marchio Benetton, con il quale abbiamo trascorso l’intera giornata di ieri a Milano.

Tutto è iniziato con un piccolo pranzo in un ambiente accogliente, dove ho incontrato la mia cara Irina da Cosmopolitan Russia, e il tempo è volato. Ho notato appena mini piatti di frutta e una varietà di snack che sono stati sempre vuoti nelle mie mani e così in fretta))

Subito dopo siamo andati alla conferenza con una bellissima e incredibilmente talentuosa donna – Valentina Soster – il direttore creativo del marchio Benetton. Ha parlato di “rivoluzione del marchio”, dell’ispirazione, della “nuova ragazza raffinata e sofisticata di Benetton”.

Cosa pensi quando senti la parola “Benetton“? Ho sempre pensato gli abiti casual e maglieria di alta qualità. Immaginate la mia sorpresa (e non solo mia), quando ho visto un nuovo, fresco e modernizzato Benetton. C’era una passerella improvvisata e modelli che uscivano negli abiti della nuova collezione Autunno -Inverno 14/15 (sì, siamo stati tra i primi al mondo, che hanno visto la nuova collezione così presto. Ed ora potete anche vederla sul mio blog). La collezione si ispira molto all’Italia: Venezia, Cortina. La ragazza di Benetton è diventata elegante, lei è brillante, ma non troppo, alla moda, ma non è una fashion victim. La collezione è anche molto influenzata con lo stile retrò. Ad esempio, i maglioni (foto con 3 modelli in jersey bianco e nero) sono stati i best seller di Benetton molti anni fa. E mentre revisionava gli archivi del marchio, Valentina ha deciso che questi modelli e forme sarebbero tornati ancora di tendenza e li ha riportati in vita!

La collezione è ricca di una grande varietà di cappotti da modelli classici grigio e cammell, con un pelo lungo, di colore coats’-cocoons e cappotti oversize. Onestamente, voglio già quasi tutto in una volta e non vedo l’ora di vederli in negozio))

Poi siamo andati al nuovo concept store in piazza Duomo. Per me, come per un interior designer, è esteticamente piacevole: design minimalista, lo spazio suddiviso in zone con pannelli traslucidi, attrezzature tecniche sotto forma di schermi interattivi, e tutto questo si inscrive in un vecchio edificio con un soffitto di vetro a volta e con pareti in mattoni vecchi. Incredibilmente bello! Quando siete a Milano – siate sicuri di andarci)

Sì, ora non c’è nemmeno bisogno di aspettare troppo a lungo prima che l’assistente commerciale indichi se vi è una taglia o il colore di ciò che si desidera. Ognuno di loro è in possesso di un mini iPad, che può eseguire la scansione del codice a barre della voce e raccontare la presenza o l’ assenza dell’articolo desiderato nel negozio. E anche se manca,  può ancora essere inviato  a casa gratuitamente.

Tra l’altro, probabilmente starai pensando: Dove ho ricevuto tutti quei bei vestiti che si vedono su di me?) Molti saranno sorpresi di scoprire che si tratta di Benetton, collezione primavera-estate 2014. A partire dalle collane fino alle mie scarpe, tutto, tutto è stato acquistato lì. In realtà, è abbastanza particolare quando si può trovare un “set completo” dalla testa ai piedi in un unico luogo, senza spendere troppo tempo e andando in centinaia di negozi nella ricerca del’abbinamento calzature/borsa/t -shirt.

Adoro questo vestito retrò, questa giacca con gli echi della giacca Chanel Classic, borsa carina e scarpe in tono (a proposito, sono molto comodi! Li avevo con me da 06:00 fino a 12:00 e non mi sono pentita!)

E tutto si è concluso con una festa che si affacciava sul Duomo, proprio sulla piazza centrale di Milano! E’ stato così cool! Ci siamo incontrati con la splendida Anouska Proetta Brandon e il suo fidanzato Ronan. Abbiamo trascorso insieme tutta la serata, che si è conclusa dopo la mezzanotte)

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darya kamalova thecablook russian italian fashion bogger street style trend BENETTON TOTAL LOOK benettonconceptstoreanouska proetta brandon piazza duomo milan party valentina soster new collection aw 14 15_-106

darya kamalova thecablook russian italian fashion bogger street style trend BENETTON TOTAL LOOK benettonconceptstoreanouska proetta brandon piazza duomo milan party valentina soster new collection aw 14 15_-107Ronan, Anouska, me, Federico.

Not the “most focused pic in the world”, but I still love it))

 

xoxo

Your Darya

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