2. The world keeps moving forward
and we cannot stop it, but we can
understand it and lay some keystones
that will make contemporary classics
of us.
Attention to personal care, through
the use of materials and fabrics that
make well-being a primary objective,
hencetherecoveryofnaturalmaterials
combined with nanotechnology and
ceramides or silver-ion shell to protect
and / or preserve from allergies.
Connect sartorial products with
internal microchips to tablets
and smartphones, talking labels,
integrated loading systems or
wireless connections.
The web will reduce the distance
between manufacturers and
consumers, and will change the
way companies and consumers
communicate with each other.
Customization and niche concepts
will develop, making artisan products
all the more appreciated.
Hence the strong success of events
like Coachella, which has encoded a
real life style, beyond just clothing.
Travel will always be easier and less
expensive, in our search for emotions
that will put us in touch us with our
past, our history and culture.
This will lead to a new post-ethnic
taste for contemporary clothes.
Comfortable clothes that allow you to
move easily without sacrificing their
preciousness.
Awareness towards sustainability and
eco-friendliness is increasing, and
products that
respect these values are increasingly
in demand and become a genuine
way of life.
These are just some of the new
consumer trends, especially with
the Millennials, who are already
looked upon as the prototype of new
luxury-market consumers.
We must look ahead and prepare in
time for the I-Generation (Generation
Z or Post-Millennials) that will make
socializing and sharing a real lifestyle.
The new consumer will always be
experienced and well-informed,
competent and aware, socially active
and connected with the world.
They will seek for more craftsmanship,
quality of work, types of materials,
green culture, innovation and
research.
This is what consumers will be looking
for in the future; a future that is now
just around the corner and will pose
challenges that we must be prepared
to win.
#worldismoving
3. History and culture going back
thousands of years to Campania’s
roots, transforming each piece into a
work of art that strikes a unique and
inimitable balance between modern
and ancient art. Classic shapes are
reinterpreted with modern elegance,
the colors of the ancient Roman villas
of Pompeii and Herculaneum are
blended with the colors of Neapolitan
classicism.
The sea and the islands, the beach,
the mountains, the spectacular nature
that knows how to mix the heat of the
Campi Flegrei and of fiery volcanoes
with the freshness of the sea of
Capri and Ischia. A world hovering
between blue sea and rocky beaches,
encompassing the colors of coral and
sand. Seaside flavors blend with the
delicacies of the Campania products
bringing together sea and land, in a
role play between the continuous
movement of the waves and the
immutable serene firmness of the
Faraglioni. A marriage between the
desire for adventure and the security
of landing.
A land in the middle of the
Mediterranean, known by basin
populations since ancient times,
frequented for centuries by Arabs
and Normans. This has created a mix
of cultures that includes Arab flavors
and Norman buildings, a unique
ethnic mix in the world. A melting pot
of cultures and races that gave birth to
shapes, flavors and colors combining
tradition and modernity, where the
skillful artisan weds old working
abilities with modern materials, where
the colors of Africa embrace Central
European forms.
4. 00144 Roma, via Liszt 21 - Tel: +39 06 59921 - www.ice.gov.it tessabb.pianosud@ice.it
