Genny Spring Summer 2020 Sustainable Luxury at Milan Fashion Week

A favourite from the runways of Italy this past week was the Genny Spring Summer 2020 collection. The brand used bright and vibrant greens to stand out from the otherwise mostly neutral palette. We love Genny‘s take on sustainable luxury and while many point out that their staple look is a feminine take on masculine lines, we actually feel that the collection simply builds strong features into a very romantic feeling storyline. In some cases reminiscent of power suits from the 80s and with punches of Italian traditionalism there is an air of distinct strength throughout a set that blends textures and lines beautifully into an extremely tactile collection.

While there are definite Gaucho inspired elements throughout the SS20 collection, each piece has a subtle modernity brought in via the specific details that sets Genny apart from its contemporaries. Triple stitching in contrast that emphasizes the unique lines and cut of a light trench show that it really is all in the details. Artistic elements such as illustrations adorn scarves. Bold stripes sit alongside curved embroideries. All elements that give a sense of contrast and tension which elevate the modern silhouettes.




Launched in 1962 the Genny brand has seen decades of evolution through luxury women’s wear while maintaining its signature flowing, feminine foundation. With great attention to detail and skilled craftsmanship, the brand has epitomized the meaning of “Made In Italy” where quality is concerned and the house’s history has seen some of fashion’s greats at the helm of its creative team, including Gianni Versace. Current Art Director Sara Cavazza Facchini maintains the standard of productivity making sure that quality remains the top priority while she encourages the exploration of playfulness and cultural references. An avid world traveller it is easy to see the well heeled dialogue within each piece as a sophisticated presence is tempered with spontaneity.

Andrea Bell

Managing Director

Having over twenty years in the fashion and PR industries, Andrea has covered positions as an author, editor, stylist, art director, consultant, marketing director, social media director and in various media stations in publishing. Green longer than she can remember. Updo in the clouds and feet firmly planted in a fabulously structured garden.

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