The brand celebrates its 30th anniversary and presents the new SS23 in special collaboration with Marcello Morandini

September 2022. For the SS23 collection Izumi Ogino, ANTEPRIMA Creative Director, interprets the history of the brand by carrying on the values ​​that have always characterized its identity: memory of the past to imagine the future and an intuitive and dynamic style for a contemporary fashion capable of dress all women.
Always linked to design, the designer was inspired by the art of the late 60s and early 70s, a period of the boom in contemporary art and the golden era of fashion. Catherine Deneuve is Izumi Ogino’s muse who not only dominated glamor, but she has that inner strength and self-confidence that the designer wants to convey to all women.

The minimalist visual artist and painter Carmen Herrera was a source of inspiration to best interpret Preview’s values ​​of vitality, research and innovation: her vivid and bold works are reflected in the collection in color block prints, with shades contrasting but complementary, such as blue and yellow.
The special collaboration with Marcello Morandini, Italian architect, sculptor and graphic designer is reflected instead in the amplified prints with oversized proportions, in the black / white contrast capable of reflecting the positive and negative binomials, immobility and movement.
Morandini is celebrating the 30th anniversary of the iconic “Bine” chair this year and on the occasion of the 30th edition of the preview he has designed an exclusive print motif.

The protagonist model of the SS23 Preview collection is the Mimosa, a yellow flower synonymous with the end of the cold winter and the arrival of the warm spring: always associated with the International Women’s Day in Italy, it represents a symbol of strength, sensitivity and a look towards the future. perfect for celebrating Preview’s 30th Anniversary.

For next Spring-Summer, the brand brings a message of sustainability: the introduction of ecological polyester to make recyclable yarns.


ANTEPRIMA celebrated 30 years and did so with a show that is a thank you to Milan, the city that adopted the brand founded by Izumi Ogino. In fact, for the anniversary of the brand, the designer decided not only to return to the show live, but to do so in a
symbol of the city such as Parco Sempione. September 22th. at 12.30 was not just any parade, but a show open to the public, who freely attended the catwalk, just like the insiders.

In addition to the approximately 200 seats reserved for guests, in fact, anyone was able to attend, stop at the Sempione park, against the backdrop of the Civic Arena, to watch the parade live. And not only that: it was not the classic and highly armored back stage, where the models are dressed and made up for the catwalk. This time, in fact, it was an ATM bus that brought the models to the scene. Here only the final touches were made, which for the first time were ‘visible’ to everyone. Not only was there nothing ‘inaccessible’, but it was also all with a very low environmental impact: Izumi Ogino in fact opted for a slim and low-impact set-up, with design seats in paper which, after use for the fashion show, they were taken away by the guests in order not to have scraps, but to give a second life to the furnishing objects.

On the catwalk, the special collection created for the 30th anniversary of the brand, which opened its first headquarters in Milan in 1993. During the year, there will be various initiatives with which the creative director of Preview will express her homage to the city that welcomed it. Among the first dedications, the limited edition capsule collection, created in collaboration with the Lombard artist Marcello Morandini, which debuted on the catwalk at Parco Sempione, in the most democratic show of Milan Fashion Week. The fashion show kicked off a training project launched by Preview with the Municipality and the schools of Milan, to which the maison donated fabrics to use for studies.

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