February 13 2013
When making the rather unlikely link between high fashion and beer, probably only an Italian drinks brand could come up with something effortlessly chic and stylish. Peroni Nastro Azzurro is arguably Italy’s best-known beer, and in recent years the company behind it has made a determined effort not only to market it as a cool, fashion-worthy drink, but to support designers, too. Its initial ploy – a travelling pop-up “exhibition” that looked like a shop containing one fridge full of beer and a bodyguard, but was in fact sealed off – could well have been accused of pretentiousness. However, having been launched in London and reproduced as far afield as San Francisco and Lima, it attracted huge interest.
The brand went on to support a number of designer shows across the world and run its own competition for young designers. Now, for the first time, there are Peroni fashion products as well, in the form of a very Italian capsule collection for weekends away. The firm has worked with London-based, Sicilian-born designer Antonio Berardi for some years (it sponsors his shows), and the very limited range is his interpretation of the Peroni summer mood. Entitled Bellagio, after the beautiful town on Lake Como where the brand has shot its summer campaign, it features, says Berardi, “exactly what you need for an Italian summer weekend away from the city, made by the best traditional craftsmanship”. The three-item set has been made with the help of Berardi’s top-level artisan manufacturers and captures a smart but laid-back, faintly nautical mood.
An easy, parka-style cover-up, made from treated, water-repellent silk twill (and possessing fully taped seams, so it’s practical for sailing as well as good looking), comes in men’s and women’s cuts – beige for her (£550), navy for him (£600) – while very smooth, slightly retro unisex sunglasses (£220) come in a light, navy Neoprene case. These items, and plenty more, would fit in the sleek weekend tote bag (£550) in soft navy leather bonded onto Neoprene and waterproofed, so it too can go onboard or carry a wet swimsuit back to the city. Logos are refreshingly low key.
Fifty of each item will be available exclusively online from Friday February 15 on Peroni’s new merchandising website. Expect further upmarket products to follow.