Victoria Beckham celebrates Italian denim partners
Fashion brand Victoria Beckham has celebrated Italian denim craftsmen and women as part of a marketing series showing the faces behind the production of its latest denim collection.
GDS Lab was founded in Puglia in 1967 by Cosimo Romano under the name Confezioni Romano. His son Fernando now runs the cut-and-sew and denim finishing company, working alongside his children, Daniele and Silvia.
“We are lucky enough to see a revival of fashion and production in this area,” said Silvia Romano, saying the business was launched to address jobs shortages in the area, and prioritises passing skills on to younger generations.
She added the most fun part of the job is the development stage, working closely with VB's team.
Joe McCombe, head of product development at Victoria Beckham, said the teams start with style development in London: denim fabrics, weights and silhouettes. “Then we visit our Italian factory, we fit with them, we make sure they’re involved in every stage,” he added.
Yulia Kondranina, head of show collections at Victoria Beckham, said Victoria brings inspiration to the design. “In term of developing denim, we experiment a lot, we patch and match and collage things together. We focus on a really good fit and pay lots of attention to detail.”
The new capsule collection is available at VB’s Dover Street store in London.
Image credit: VB on Instagram
