For our brand new Italian Issue we talked to several insiders and industry veterans. Charo Peralta is one of them. She is CEO and founder of In Style Group, one top name amongst Milan's 110 multibrand showrooms. In the next few days we will be introducing more top agents from the Italian fashion metropolis.
“This is a dream coming true,” says Charo Peralta, CEO and founder of In Style Group showroom while explaining that fashion has always been her biggest passion. “My previous fundamental job experiences were at Moschino and Byblos. There I had the chance to learn and practice what I believe to be life’s basic values: honesty, humility, commitment, bravery and the art of amusement.”
In Style showroom works with an international group of top fashion stores that sell “high contemporary” brands, that is unique, luxury sportswear brands that mix elegance, comfort and strongly identified styles with high-quality fabrics and materials. Among them there are 3x1, Kru, S.Moritz, Goodhyouman, Saloni, Black Coral, Give me Space, Lovestories, Wandering and Rta. They are only some of the brands distributed by this showroom, which is at via Palermo 16, and works with many countries worldwide, from Italy, Russia, the Middle East, European and Far Eastern countries and the USA.
“We think Milan is the best city where to promote fashion and make business: its strength is its perfect combination of fashion, art, design, food and leisure attractions–which are also the reasons why millions of people come to visit it every year. And this is really good when you work in the fashion industry,” Peralta explains. The showroom doesn’t own any brands yet, as it are mostly focused on expanding globally and creating a wider distribution net in the future. “We believe the Italian market is still very important and complex, but we are presently focusing on international markets that seem to be ready to understand and buy our brands. For instance, we are much focused on growing in the US and especially in Los Angeles where we notice there is very good acceptance of what we sell,” she adds.
According to Peralta, the sportswear segment is living a golden age worldwide: pret-a-porter and haute couture collections are being influenced by sportswear fashion because casual styles and generally sportswear items are the must-have products every customer in the world needs and looks for. “The contemporary age gives great value to wellness and–in general–to a healthy lifestyle, and this can only be good for sportswear brands that fit perfectly in the same kind of lifestyle,” she continues. “On the other hand, people not only need to feel good in their clothes, but they want to look smart, too, and this is why they look for elegant and trendy outfits, as well.”
“Our target right now is the post-Millennial generation, who is hungry for new ideas as styles and the market evolve at such a fast speed and is constantly updating and changing,” she adds. “For this generation’s brands and brands’ identity are more important than design itself. For this reason we are promoting those brands that meet this generation’s needs.” Apparently, the goal of such a showroom is to handle the fast pace revolution brought by the youngest targets globally, as fashion will reflect it very soon. “The purpose of fashion today is to make people feel at ease with themselves and not only in their clothes. Each outfit or fashion item should be designed to inspire people and to make them live every day at their best.”
In Style Srl
Via Palermo 16