LONDON — Agnona is cozying up to Harrods with a shop-in-shop on one of the newly refurbished designer womenswear floors at Harrods.
This is the first time that Agnona has had a shop at Harrods. The new space is part of a wider refurbishment of two designer womenswear floors at Harrods, which will make their official debut later this month.
The shop opens this week and is located on the first floor. It houses the brand’s fall 2024 women’s collections, with clothing made from cashmere and silk in a neutral palette.
“We are glad to embark on our expansion in the U.K. region starting with such a great partner by our side,” said Stefano Aimone, Agnona’s chief executive officer and creative director.
Agnona topcoats.
“Agnona is about legacy, kindness and lightness, values that have been rooted in our history since its inception in 1953, and continue to inspire all our collections. Our goal is to extend the Agnona community by strengthening our presence in one of the most relevant markets worldwide,” he added.
Aimone designed the boutique himself and tapped Italian architects and craftspeople to help realize it.
It features white marble walls, antique Venetian tiling techniques and handmade glass. Dovetail joints feature on the wooden counter mirror, reflecting “Agnona’s passion for natural materials and tactile sensations,” the brand said.
The walls and floor have flecked Venetian terrazzo tiles made with marble pebbles, while at the heart of the room there is a wooden counter inspired by the crates once used to transport premium wools hailing from various continents. These historical cases have been restored and preserved in the Agnona archive.
One of Agnona’s draped coats. The brand is opening its first shop at Harrods.
Agnona Srl is majority-owned by the Aimone family, a branch of the Zegna family. As reported, the Ermenegildo Zegna company sold the majority stake in Agnona to the Aimone family in 2000. Agnona was founded in 1953 and had been controlled by the Zegnas since 1999.
The agreement saw Roberto Aimone and his son, Stefano, acquire 70 percent of the company while Ermenegildo Zegna Holditalia kept the remaining 30 percent.
Before joining Agnona, Stefano Aimone was head of the style office at Z Zegna, a menswear collection belonging to Ermenegildo Zegna. He trained as a designer in Milan, Switzerland and Antwerp, and is now based in Milan as Agnona’s chief executive officer and creative lead.
While Agnona is new to Harrods, it’s not new to London. In 2018, while still owned by Ermenegildo Zegna, the brand opened a store at 37 Albemarle Street in Mayfair, which was designed by then-creative director Simon Holloway. That store has since closed.