Marni:

A family affair

One of the key brands at our concept store, Marni has been a fashion trailblazer for over two decades, building up a large following. Projecteurs Magazine brings you some interesting facts about this iconic label.

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The luxury Italian label Marni was established in 1994 by Consuelo Castiglioni. The Castiglioni family is central to the Marni story. In 1970, Primo Castiglioni created a fashion house on the outskirts of Milan specializing in fur, which quickly built up a reputation and made its owner a wealthy man. Primo was keen to see his children take over the reins of the business one day, and so he passed on the company values and expertise. Some time later, his son Gianni found himself at the head of one of the most prestigious fur producers in Italy.

Fashions change, and the public started to lose interest in fur items, leading to a drop in sales. The company realized that it needed to change strategy fast and construct a new image. At that point, Gianni’s wife, Consuelo, started to get involved in the collections, with very positive results. The group was won over, and so were the critics. The part-Chilean designer succeeded in modernizing the image of fur and seducing a new public. Fur, with its unpopular, bourgeois associations, was treated like a sophisticated, contemporary fabric. Three years later, the Marni brand was launched.

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