FRED MELLO FOR WOMEN TOO
Established in spring/summer 2006 for the sporty, dynamic, ironic, successful man, in only a few seasons Fred Mello has become one of the most interesting casual luxury menswear brands, sold in quality stores in Italy and abroad. The brand, now intended for an adult target – between 25 and 40 – is also appreciated by younger consumers thanks to the vast choice of casual and sportswear and by men with an innovative style more oriented toward fashion trends.
With two collections a year including everything from t-shirts, sweatshirts and polo shirts to outerwear, from shirts to cotton and cashmere sweaters, from tops to nappa leather jackets, from jeans to hats and accessories, even including custom helmets, Fred Mello is closely associated with the world of sports and with automobile racing in particular. The basic colours of the collection – white, black, grey, blue – are associated with brighter hues, adding touches of green, purple, yellow and turquoise to the collections year after year.
As is usual in Five Seasons’ creative laboratory, every single item is carefully studied down to the tiniest detail, with a focus on the details typical of the Italian art of tailoring.
After its great success in menswear, the main new thing about Fred Mello in summer 2009 is a whole collection for women, about 150 items including knitwear, outerwear, jeans, shirts, accessories and a series of beachwear items. Five Seasons’ creativity pays homage to an adult woman who is bold, sometimes even aggressive, a bit of a tomboy - the perfect partner for the Fred Mello man - with a collection including lots of leather items. This bold woman is represented in more than 700 retail outlets where the menswear collections are sold.
Well-known names from the world of sports, and specifically world champion footballer Luca Toni, have contributed to the popularity of the Fred Mello image of a dynamic, contemporary man aware of what he’s wearing. All the company’s communications strategies point in this direction, starting with sponsorship of a number of amateur and professional sports events: sailing, tennis, beach volley, beach soccer, football. But it is the automobile that best represents the Fred Mello man, present at all the most prestigious vintage car events in Italy.