Pelso
The gesture of an artist should act as ‘chaos’.
On a mission to present the finest, precious knitwear, and dress women in silent opulence in the Middle East and Europe, the brand Mirco Giovannini, now known as MG Atelier, renews itself in 2021 with a production entirely made in Romagna/Italy. The brand is for a woman who loves art and enjoys being a work of art every day.
STORY OF THE BRAND
A new project, entirely Made in Italy, in Romagna, emerges as the brainchild of a couturier of knitwear.
Mirco Giovannini gained recognition as a luxury knitwear designer after working with prestigious brands like Versace, La Perla, and Jean Paul Gaultier.
The gesture of an artist should act as ‘chaos’ within the orderly fabric of daily life, or as the writer J. Mayorga puts it, “a mine ready to explode.”
With this disruptive force, the designer Mirco Giovannini launches Atelier Folleria, a new manifesto where the obsession for beauty and craftsmanship takes on ever-evolving forms, with one constant: the thread.
Gianluca Marchetti, a determined and versatile entrepreneur, joined forces with Giovannini to create the Mirco Giovannini Atelier Folleria brand in 2021. Marchetti, known for his hard work and passion for diverse industries, has been actively involved in various sectors, including fashion, design, real estate, energy, and agriculture. He remains committed to his local community, focusing on youth development initiatives and supporting educational projects like Industry 4 School.
Together, their collaboration and dedication have strengthened the brand, making it a significant investment in the fashion industry.
STORY OF THE BRAND
A new project, entirely Made in Italy, in Romagna, emerges as the brainchild of a couturier of knitwear.
Mirco Giovannini gained recognition as a luxury knitwear designer after working with prestigious brands like Versace, La Perla, and Jean Paul Gaultier.
The gesture of an artist should act as ‘chaos’ within the orderly fabric of daily life, or as the writer J. Mayorga puts it, “a mine ready to explode.”
With this disruptive force, the designer Mirco Giovannini launches Atelier Folleria, a new manifesto where the obsession for beauty and craftsmanship takes on ever-evolving forms, with one constant: the thread.
Gianluca Marchetti, a determined and versatile entrepreneur, joined forces with Giovannini to create the Mirco Giovannini Atelier Folleria brand in 2021. Marchetti, known for his hard work and passion for diverse industries, has been actively involved in various sectors, including fashion, design, real estate, energy, and agriculture. He remains committed to his local community, focusing on youth development initiatives and supporting educational projects like Industry 4 School.
Together, their collaboration and dedication have strengthened the brand, making it a significant investment in the fashion industry.
THE COLLECTION
Mirco Giovannini delves into the potentials of knitwear, creating capsules ranging from feminine knitcouture to gender-fluid experiments, presenting alternative lounge-wear and sporty chic proposals. Knitwear as philosophy, infused with his wild inventiveness and a craftsman’s wisdom crafted, stitch by stitch, during his extraordinary professional journey. Hence, his creations are unique: garments conceived, studied, and prototyped until perfection is attained.
Inspired by the volumes of the 1950s, with futuristic undertones of the 2000s, Mirco Giovannini speaks of his iconic piece from the KNITCOUTURE capsule: balloon dresses, magical blends of lightweight yarns and luminescent, sustainable fibers derived from recycled fishing nets. The capsule boasts an array of delicacies, from imaginative patterns to organza, iridescent threads to almost imperceptible lightweight pleats, colored accessories, culminating in the effect of transparent chiffon.
Mirco Giovannini challenges the structure of yarns to create new knitted textures. Thus, capsule collections are born, narrating parallel worlds yet accommodating the gender-fluid generation that appreciates both luxury and daring.
Consider KARMASUTRA, the capsule that exalts the union of the sacred and the profane, adding a touch of folly to the theme of love. Two kimonos and two turtlenecks intertwine in a double-face game of white and black, jacquard workmanship with inlays depicting positions that speak of the meeting of souls – karma – held together by a thread woven with stories, lives, and tales – sutra.
THE COLLECTION
Mirco Giovannini delves into the potentials of knitwear, creating capsules ranging from feminine knitcouture to gender-fluid experiments, presenting alternative lounge-wear and sporty chic proposals. Knitwear as philosophy, infused with his wild inventiveness and a craftsman’s wisdom crafted, stitch by stitch, during his extraordinary professional journey. Hence, his creations are unique: garments conceived, studied, and prototyped until perfection is attained.
Inspired by the volumes of the 1950s, with futuristic undertones of the 2000s, Mirco Giovannini speaks of his iconic piece from the KNITCOUTURE capsule: balloon dresses, magical blends of lightweight yarns and luminescent, sustainable fibers derived from recycled fishing nets. The capsule boasts an array of delicacies, from imaginative patterns to organza, iridescent threads to almost imperceptible lightweight pleats, colored accessories, culminating in the effect of transparent chiffon.
Mirco Giovannini challenges the structure of yarns to create new knitted textures. Thus, capsule collections are born, narrating parallel worlds yet accommodating the gender-fluid generation that appreciates both luxury and daring.
Consider KARMASUTRA, the capsule that exalts the union of the sacred and the profane, adding a touch of folly to the theme of love. Two kimonos and two turtlenecks intertwine in a double-face game of white and black, jacquard workmanship with inlays depicting positions that speak of the meeting of souls – karma – held together by a thread woven with stories, lives, and tales – sutra.
MAELLE SERVICES
COMMERCIAL
Maelle is the official exclusive expansion partner of Mirco Giovannini – MG Atelier in the Middle East. Maelle will showcase Mirco Giovannini for the SS 2024 season officially in the Middle East during Dubai Fashion Week, UAE, from October 10th to October 15th, 2023.
Maelle is actively seeking sales agents, multi-brand retailers, and medium-high to high-level distribution chains, specifically for the pret-a-couture category of the brand.
COMMUNICATION
As the partner for offline and online communication, Maelle supports commercial distribution in the Middle East. They are responsible for developing communication and social media strategies for the sales campaign from September to November 2023 for the SS24 season.
