One of today’s fastest growing sectors in luxury is linen fashion.
Once relegated to seaside luxury, linen is now spilling over into continental markets and ingraining itself more and more as a fixture of contemporary style.
Galvanizing this new paradigm shift is the independent luxury RTW brand 100% Capri owned by the charismatic designer Antonino Aiello.
What began as a passion project to elevate the style and flair of affluent travelers in resort towns such as Capri, Portofino, and St. Barts has quickly risen to be a global fashion phenomenon thanks to the exquisitely chic sartorial grace of the clothes.
Now, as the brand sweeps into large continental markets like the middle east and Asia, 100% Capri is producing an appreciable effect on contemporary luxury fashion.
So much so that other top luxury houses- from Gucci to Chanel- have had to take notice and experiment with their own linen collections to satisfy rising consumer demand.
As the popularity of linen grows, 100% Capri will have to contend with an increasingly saturated market.
However, the rewards of maintaining its supremacy in the niche will have never been higher.
To learn more about how the brand is adapting to the market shift it catalyzed, check out www.100capri.com