Cerruti debuts first online fashion show
HONG KONG (JP): A parade of Hong Kong models sashayed down the catwalk in long, sheer and flowing daytime slip dresses, all in beige.
The accent was clearly on feminine and sleekly sensual designs at the Cerruti l881 ready-to-wear Spring/Summer collection shown here early this month.
Featuring both men's and women's collections and lauded as the biggest ever held in Asia by Cerruti 1881, the show was attended by company boss Nino Cerruti and 400 distinguished guests from all over Asia.
Cerruti stamped elegant simplicity to define his women's collection, shown at the Regent Hong Kong in conjunction with the World Apparel Convention.
"I want to expose women's beauty and sensuality in my designs," Cerruti said. He used chiffon, matte silk jersey, lace knit as well as a luxurious blend of wool, cashmere and mohair to infuse the romantic aura. Transparent, flowing fabrics underscored the delicate femininity in the women's wear.
There were black and brown evening gowns with plunging necklines, and diaphanous dresses in colors ranging from soft white to the rich tones of ochre, khaki and brown.
Business suits with tapered trousers were teamed with mannish jackets, and tight skirts paired with cashmere blouses.
While its women's collection reflected simplicity and modernity, Cerruti's men's wear remained conventional in colors of dark and sky blues. Yet they were presented in diverse shades verging on the metallic.
The suits had youthful, flowing lines, with jackets with pointed lapels and tapered pants.
Indonesian designer Iwan Tirta praised Cerruti's designs as consummately professional and said Indonesian designers could learn from the example.
"Indonesian designers must improve their designing and marketing skills if they want to create high-quality designs and to build a mature fashion industry," Iwan said after the show.
In a nod to the cyber age, Cerruti's Hong Kong fashion show was also available on the net. In cooperation with telecommunication company AT&T, Cerruti brought its fashion show online to enable millions around the world to surf the Cerruti l881 site at http://www.att.net.hk/cerruti1881.
Yvette Ong, managing director of AT&T On Line Service, Hong Kong, said the company worked with Cerruti in the effort to bring the show to the global audience, reportedly a first for Asia.
For Cerruti, the show in Hong Kong was intended to strengthen its foothold in the Asian market. "When we talk about the Asian market, we talk about 65 percent of the 3.5 billion global population," Cerruti said. "Every company should consider this huge potency."
The company has expanded its business activities outside of Japan in Asia in the last few years.
In l996, the house of Cerruti appointed PT Great River International in Jakarta to market products of Cerruti l881 in 12 Asian countries including Indonesia, Singapore, Malaysia, Brunei Darussalam and the Philippines. PT Great River has marketed Cerruti fashions since l993.
The show closed with a silent charity action of 10 dresses designed and donated by Nino Cerruti. The auction raised funds for Operation Dawn, a local charity for drug abuse prevention and rehabilitation programs for young people. (raw)