Revamped KKrizia label targets China, younger generations (#1683399)

KKrizia, the young line of long-established Italian label Krizia, founded by Mariuccia Mandelli, has relaunched on the market with a new spelling of its logo (eliminating the space between the initial ks) and font, and especially a new distribution strategy focused chiefly on China, home to the Marisfrolg Fashion group, which bought Krizia in 2014. KKrizia was initially introduced with the Spring/Summer 2021 collection.
 

“Covid brought our original plans to a standstill. We were even looking for a location for our first flagship in Milan, but fortunately we stopped,” said Federico Rosolino, operations manager at Krizia, talking to FashionNetwork.com. “Now we are ready to get going again, but with a different strategy: We will focus on the Chinese market, where we have a close relationship with retailers and direct control of our activity thanks to our parent company, which owns several premium brands in the country. We’re aiming to win over the younger generations, consumers who aren’t aware of [Krizia’s] history, by communicating its distinctive values in a new, contemporary way. We know it will be a long process, but we aren’t in a hurry,” added Rosolino.
 
In China, KKrizia currently operates three monobrand spaces within leading department stores in Shenzhen, Shanghai, and Hangzhou. The plan is to open another four or five a year for the next two years, and to strike partnerships with a handful of select multibrand retailers.

 
“As for Europe – primarily Italy and Germany – the Middle East and the USA, the strategy is to concentrate exclusively on the wholesale channel. We’ve set up an international network of agents who will identify the key players for boosting our brand image,” said Rosolino. “Direct e-tail is currently only active in China, a strategic choice, where it accounts for about 40% of sales,” he added.
 
The KKrizia collections are produced mostly in China using Italian fabrics, with items retailing between €800 and €1,500.
 
The Spring/Summer 2025 collection is “an ode to unspoilt nature and to bold, sophisticated femininity. It is inspired by jungle life, and explores the natural world’s enchanting primordial power, striking a perfect balance between strength and softness,” said KKrizia. “The emblematic figure of the crocodile lies at the heart of [the collection’s] visual narrative, celebrating the reptile’s skin as an inspiration for a range of geometric and stylistic details,” added the label.
 

Large patches similar to crocodile scales feature on the collection’s jackets and dresses, reimagined with a modern aesthetic. These geometric details are enriched with embossed decorations and intricate embroidery, blending with fabrics like denim and jersey to create three-dimensional textures.
 
The jungle theme is also expressed via the plant motifs present in the whole collection, with tropical prints and embossed seams, iridescent and wet-look fabrics “that evoke the changing landscape after the tropical rain.”
 
The looks are meant to be young and sensual, featuring micro tops, statement bras, mini dresses and short skirts. The colour palette ranges from soft pastel colours such as sage green and powder blue, to darker, earthier hues like forest green and burnished earth.