e1972: A Sizeless Collection For Every Shape

The model melting pot of New York City is what makes this metropolis so unique. Despite the winds of hate that blow around the world, individuals give priority to love and try to make America great again by rejecting egoism and embracing inclusivity. Sadly, the movement is still small but the fact that this feeling exists and that some voices are strong enough to be heard by big audiences is a great deal. Different tools and different languages for the same message.

Among the several presentations full of hope and friendship during this New York Fashion Week, there was the debut of e1972 – the first collection ever launched by Elite World Group and designed by CEO and Chief Creative Officer, Julia Haart. Haart is definitely not a beginner: in 2013, she launched her namesake collection which ended when she joined Italian lingerie brand La Perla in 2016 as Creative Director, where she rethought the approach their ready-to-wear. These experiences have been injected in this new step of the global management agency. “I hate body shaming since always,” stated the volcanic entrepreneur backstage before the show. “So I decided to create something that will be innovative and size-less. it’s not a one-size-fits-all thing, but a proper made to measure wardrobe where almost 90% of the items will be produced upon request. Nothing will be done if not necessary.” The well-known model management company is the world largest network and represent over 4,000 top models, cultural creators and celebrities across 52 countries. A spread out experience that can give life to a project that it’s interesting: even if wrongly perceived as the symbol of the impossible beauty, Elite reshuffled the rules declaring that everyone is beautiful no matter the age, size, colour, gender or height.

The new brand, where “e” stands for Elite and 1972 is the year when the company was founded, won't be the usual lifestyle-meets-sportswear brand on the market, as it has a completely new approach. “Our new body scanning technology allows the customer to scan the body from home and send it to us,” explained Haart. "It embraces the philosophy of our times. A luxury direct-to-consumer product shoppable both online and in selected international ateliers where they can have both the technology and the immersive experience. The physical experience will be unique: in every of our agency around the world there will be a studio where every customer can come and be measured, fitted and spoiled while creating the dresses which will be ready in between 4 and 6 weeks.” The goal? Democratising fashion, revolutionising the shopping format and eradicate the sizing rules focusing on every different body shape.

“This first collection celebrated New York, its graffiti, its lights and its diversity,” she explained. In fact, over 80 pieces for both genders spanned from morning to night, from easy daywear to hand-applied Swarovski crystals, thermo reactive sequins, soft leather and graphic prints created in collaboration with Big Apple-based street artists. "Last but not least, production environmental impact has not been underrated," Haart concluded. “The custom made approach limits the production of garment that will not be used. We manufacture only what the client asks for, in this way we also minimise the inventory and the footprint. Then the usage of fabrics that are running out of stock, so we can buy also small quantities. Then the development of every dress will be made in a network of small and independent New York City ateliers which were risking to close, we also revitalised their business allowing them to survive supporting the artisans in the Garment District."

Considering that e1972 is a project part of the Elite World Group the casting was stellar and some famous faces like Adut Akech (which opened and closed the show), Lais Ribiero, Isabeli Fontana, Lindsey Wixson, Rachel Marx, Cindy Bruna, Miss Fame, Joséphine Le Tutour and more were present. It all ended with a performance by singer Bebe Rexha who accompanied Haart for the final bow.

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