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Canali – Its journey into Luxury India – VIDEO Milan SS 2012

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Canali – Its journey into Luxury India – Milan SS 2012

By Alexandra Orloff – July 2011 for www.luxuryfacts.com 

CANALI SPRING SUMMER 2012

The men’s fashion heritage brand Canali continues to excel in its ‘made in Italy’ bespoke tailoring for the Indian men’s market…. but is it only for India or for the entire world?

When Cinecitta meets Bollywood at Milan Fashion Week; from the first scene on the catwalk, Canali knows how to fully capture the attention of its entire audience, and produce a collection that is both bold and innovative.

The journey started in 2009 when Canali initiated its new voyage in the Orient Express to India. At the crossing between a westernisation of the ‘Nawab Collection’ and targeting a new culture, the brand has imposed to the West the novelty of the ‘revised Maharaja’s luxury dressing’; giving to its customers the royal feeling of being incontestably fashionable.

The Canali strategy to dig into the Indian luxury dress code is so rich, that it can only appeal and fascinate the international capitals. The brand is a leader in a strong emerging market, and can be saluted for its vision to conquer the Indian luxury retail market.

Canali follows in the steps of Pierre Cardin, who in 1968 modernised the famous ‘Mao Look’ and imposed its style to an entire generation of fashionable men. The new Spring and Summer 2012 collection aims to address the largest Indian population with its theme: India is a mystery and adventure, colours and aromas.

To capture this larger audience, and become a beacon of style in this growth market, Canali’s strength has draped its branding around its celebrities and who is the best male actor for this role: the one and only Anil Kapoor, the golden boy of the Indian movie scene, a man of many facets and strong charisma.

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