MILAN — Geraldina, the women’s wear label founded by Geraldina Bassani Antivari and Michal Saad, has opened its first flagship in Milan’s Brera district.
The brand started taking shape four years ago when Bassani Antivari was still creative director of outerwear label Mr & Mrs Italy and Saad, a former associate fashion editor at Vogue US, was working at Loro Piana as an e-commerce project manager.
Based on an antifashion idea, transcending the concept of trends and seasons, Geraldina wants to offer women “beautiful and flattering clothes, with great quality,” said Bassani Antivari seated in an armchair in the brand’s new Milanese store. This occupies a unique three-story town house, which stands out compared with the stately Milanese buildings that generally line the Brera streets. The venue previously housed a Massimo Piombo boutique was the studio of iconic Italian architect Gae Aulenti.
The Geraldina store in Milan.
Federico Lomartire
“The last thing I had in mind was to open a store in Milan because people here know me for my family and they might have thought, ‘here is another daddy’s girl,’” said Bassani Antivari, referring to the fact she is the daughter of Luca Bassani Antivari, founder and president of Monaco-based maritime design company Wally
Follow WWD on Twitter or become a fan on Facebook.
Read More…