Original Penguin takes a new direction. Led by brand director Laura Colagrande, the US lifestyle brand is moving into the affordable luxury sector. Their Spring/Summer 2027 collection was debuted at Pitti Uomo.
At the Florentine men’s fashion fair, the brand is represented in both a showroom and an outdoor terrace. The entire range of collections, from ‘Icons’ to ‘Golf’, is presented there, alongside new categories such as accessories, hats and bags.
These complement the SS27 collection, described as “high-quality”, which is characterized by “exquisite fabrics, advanced workmanship and sophisticated silhouettes”.
The new look comes ahead of Original Penguin’s major European expansion plans, underpinned by the opening of a showroom in London earlier this year.
The company is currently targeting growth in Italy, Spain, Greece, Turkey, Switzerland, Germany and Scandinavia. In the UK, the presence has already been expanded through a partnership with retailers such as John Lewis.
Colagrande said the team specifically plans to build wholesale and strategic distribution partnerships. She also revealed plans to open flagship stores in London, Madrid, Barcelona, Milan and Berlin in the next few years.
In a statement, Oscar Feldenkreis, Chief Executive Officer (CEO) of Original Penguin parent company Perry Ellis International, highlighted the brand’s “clear positioning.” Her return to Pitti serves as a “statement of intent for where we are taking this brand.”
“We are accelerating our European growth and taking Original Penguin into sophisticated, contemporary channels,” said Feldenkreis. “We remain true to the craftsmanship and storytelling that have distinguished us for more than seven decades.”
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