02 September 2020

Giuliva Heritage x H&M: An Italian love story

Alina Ceusan # Articles # News

H&M’s collaboration with Giuliva Heritage marries the excellence of two great design countries: Sweden and Italy. Modern minimalism meets tradition and timeless beauty in the soon-to-drop collection. By combining H&M’s conscious fabrications with the expert tailoring label’s enduring designs, and being made with materials from more sustainable sources, the collaboration honors both brands’ journey towards circularity.

This collaboration is about love also. It begins with Margherita and Gerardo meeting in Rome a few years back. A chance encounter that would not only lead to marriage but a booming family business. Their mutual love for fashion — traditional Napoletalian men’s tailoring in particular — sparked the idea for Italian luxury brand Giuliva Heritage and so launched their first prêt-à-porter women’s collection in 2017.

The love story is also one between the Giuliva Heritage founders and their homeland. Being based in Rome, it’s only a two hour drive to the Abruzzo region and their beloved Campo Imperatore. This is where the couple wed; in the breathtaking beauty of the mountain grasslands. They call it giuliva land (happy land) — a sacred place that inspires their work more than anything else.

The couple is keen on creating long-lasting clothing using exclusive, high-quality fabrics. The sophisticated garments in the Giuliva Heritage line are entirely made in Italy and manufactured (mostly by hand) in Naples, celebrating the country’s rich culture and authentic artisanal craftsmanship. This is fashion made to be worn, loved and cared for: pieces to pass down from generation to generation.

”Inspired by classic menswear, both our teams were excited to create accessible and timeless pieces for the modern woman,” says Maria Östblom, head of women’s design at H&M. The result is a collection of sharp shirting, beautifully cut coats and strong tailored blazers in recycled wools, recycled polyester and organic cottons. Accompanied by flowing dresses, blouses and wearable coordinating separates, these looks create a concise, curated wardrobe. Time-honoured tones of beige, navy, dusky blue and burgundy play alongside pinstripes and glen plaid, and added details include cowl necklines, bishop sleeves and high waists.