The .Normaluisa brand was created in 2005 by a mystery designer. For several years, this young designer deliberately left her identity a mystery, thus arousing curiosity from the media and American celebrities. The first rumors of an Italian brand and designer without a face arrived from Los Angeles and New York where everybody was already crazy for the brand. Sharon Stone has been photographed several times wearing . normaluisa to important events while Charlotte Casiraghi loves to wear the brand to the most prestigious of ceremonies. And the list of fans also includes Nicole Kidman. Even in Italy the curiosity is growing and celebrities like Afef, Victoria Cabello, Silvia Toffanin have started to wear the label.
In April Sharon Stone was visiting Rome and was wearing a long black skirt by .normaluisa (FW 2011)
The mystery of the designer’s identity was revealed in November 2008 as Giorgiana Di San Bonifacio. Born and raised in the fashion field, Giorgiana immediately began to breathe fashion, and frequented important designers like Franco Moschino. Giorgiana is American citizen who lives and works between New York and Milan. The Giorgiana’s idea is to create a highly recognizable brand without the aid of the designer’s face, giving greater importance to product itself, just as in the best French haute couture tradition.
Today the collection has evolved into a timeless product in which the MADE IN ITALY quality is the one of the most important aspect. Moreover, the combination of fabric research and unusual cuts create a feminine product with an aristocratic allure but also with an ironic touch that distinguishes this brand.
At the end of 2007 the Coke-light fashion flight project started and a designer from each country to draw the bottles, cans and packaging of diet coke is chosen. .normaluisa was selected as the only Italian designer.
In 2008, a shoe collection was added to the clothing line in collaboration with the brand Kartell design. Even in this occasion, Giorgiana’s marketing strategy of combining fashion and design proved as a success, making “Glue Cinderella” plastic ballerinas immediately a fashion trend. The collaboration involved launching other products: “LADY”, sandal with plateau and “SOFIA”, bicolor knee boots with plateau. Additionally they created a chair dedicated to the Teatro La Scala in Milan entitled “LA PRIMA ALLA SCALA: NORMA”.
.Normaluisa’s garments are available in the most exclusive Italian and foreign boutiques like Biffi in Milan and Isetan in Tokyo. Currently, Italy is the primary market, but over the next few years they will open new exclusive boutiques in specifically selected markets.
For more info visit www.normaluisa.com