CAPRI BOUND: Paul & Shark has presented a new chapter of its Riviera resortwear line with a range inspired to Capri’s lifestyle.
The brand, which is rooted in the love of the sea and sustainability, had the fashion crowd at Milan Men’s Fashion Week breaking temporarily free from their busy schedules in a Capri-themed oasis of peace via a takeover of a rooftop terrace overlooking the Duomo cathedral. There, white and azure majolica tiles, wicker sofas, blue-striped furnishing and fresh lemonades and citrus sorbets served to a soundtrack of Neapolitan folk music evoked the relaxed vibe of the Italian jet-set island and the mood of the capsule collection.
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The minimal-chic range offered summer-ready essentials encompassing silk polo shirts, soft linen shirts and swim shorts in ultra-light, quick-drying fabric. A print portraying the island was developed with Liberty of London, making for one of the standout elements in the line.
The brand unveiled its inaugural resortwear line with a cocktail party at its Milan store last year. As reported, the resortwear project is part of Paul & Shark’s journey toward rebranding, as the company looks to evolve its DNA by softening its sailing message tracing back to 1976 and embracing a more casual aesthetic catering to a wider audience.
While its fashion is increasingly more in tune with customers’ demand for clothing apt for outdoorsy experiences, the brand’s sustainability credentials and link with the sea are being exalted via lifestyle-leaning activations and communication initiatives.
Most recently, the company teamed with Juvia, a stylish restaurant on Es Pujols, Formentera Island. Open from lunch to dinner, Juvia by Paul & Shark offers a spacious outdoor area overlooking the sea and a customized informal setting to enjoy Mediterranean cuisine and a collection of signature cocktails.
As part of the activation, the company collaborated with Vellmarì, a 30-year-old local organization founded with marine biologist and photographer Manu San Felix that is heavily involved in research around and protecting nature and the marine ecosystem, in particular the Posidonia plant thriving on Formentera Island. Through its work with Paul & Shark, the organization will be able to plant 700 new Posidonia plants, which will add to several side activities staged by the brand and including experiences with marine biologists, influencers and talent.
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