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The great return of Avon Celli
The historic luxury knitwear brand is about to be relaunched with the support of the WP group
Fashion
June 18th, 2021
June 18th, 2021
One of the images of Pablo Picasso that has remained the most in the collective imagination is the one that portrays the great Spanish artist painting while wearing a two-tone striped sweater. That knitwear piece was signed by one of the Italian fashion houses that have written the history of luxury and knitwear: Avon Celli.
Founded in 1922 in Milan by Pasquale Celli, the historic Italian knitwear company made its debut with knitted swimwear, disruptive for the 1930s, then moving on to socks and especially knitwear, with which it became internationally renowned. Avon Celli became the official knitwear producer for fashion houses such as Christian Dior and Yves Saint Laurent, also winning over the hearts of the stars and celebrities of the time, such as Frank Sinatra, Gary Cooper, Ronald Reagan, Clark Gable, Grace Kelly, King Hassan II of Morocco, Sophia Loren and Gianni Agnelli.
Almost 100 years after its foundation, Avon Celli is restarting thanks to Cristina Calori, president and CEO of WP Lavori in Corso, the Bologna-based group that owns Baracuta among others and distributes Barbour. In addition to a personal connection with Avon Celli ("My father used to wear Avon Celli beautiful sweaters that were recognized for the richness of their special stitches"), Calori believes that the perfect time has come for the relaunch of a brand that has anticipated trends and fashions while maintaining always a very high-quality level.
The first collection of the new Avon Celli era, dedicated to the SS22 season, is the result of a modern reworking of the brand's rich archives, with pieces and looks belonging to the period from the 1920s to the 1970s. The minimalist approach, contemporary functionalism, the use of geometric patterns and bright colours are central to Avon Celli's aesthetic. The collection offers a variety of classic and sport-inspired pieces, alongside eye-catching seasonal pieces that play with different textures, patterns, colour blocks and stitches.
