Boutique Buzz

Italian women's wear brand Agnona opens maiden boutique in the Middle East at Jumeirah Emirates Towers

Published: Tue 22 Apr 2008, 2:21 PM

Last updated: Sun 5 Apr 2015, 2:45 PM

FOLLOWING ITS success in Europe, North America and the Far East, Agnona, the Italian luxury women's wear brand, comes to Dubai with the opening of the Agnona boutique at the Jumeirah Emirates Towers Shopping Boulevard, the first in the Middle East.

The female counterpart of the highly acclaimed Ermenegildo Zegna menswear, Agnona specialises in creating luxury ready-to-wear, knitwear and accessories collections using the world's finest fabrics. Its founder, Francesco Ilorini Mo, was nicknamed the 'Marco Polo of Fashion' because he often embarked on journeys across the globe in search of the best materials for his fashion collections.

The Agnona Boutique in Dubai is accentuated by light, cosy furnishings and natural-coloured, pastoral décor reflective of Agnona's creative philosophy and strong affinity to the Italian countryside. It is the perfect backdrop for the brand's highly exclusive offerings.

At the grand opening of the boutique, Roberto Aimone, CEO of Agnona, commented: 'Although Agnona follows the seasonal trends, it is always able to offer garments that can be worn year after year due to their sartorial cuts, stylings and neutral tones.'

Jihad Hajjar, General Manager of UAE Trading, the exclusive partner of Agnona in the UAE, remarked: 'Agnona is in a league of its own in terms of feminine elegance and overall craftsmanship. We are very pleased to bring this outstanding fashion brand to the country and we are certain that the fashion concept of Agnona will find a strong following amongst our highly selective clientele.'

Since its inception in 1953, Agnona has been sourcing fabrics from regions in the world that specialise in them: superfine wool from Australia, alpaca from Peru, cashmere from Tibet and China. In addition, Agnona has been given exclusive permission to use the highly treasured Hispanic vicuna, along with two other members of the International Vicuna Consortium. Prior to launching its own fashion line, Agnona was the textile producer of choice amongst Parisian and Italian fashion houses such as Dior, Chanel, Balenciaga, Hermes, Yves Saint Laurent and Valentino.

Agnona handles the entire production and creative process in its workshops from start to finish. It prioritises preserving the integrity of the ecosystems from which its raw materials are gathered. From wool carding to fashion design and production, creating a piece of clothing becomes an ethical and aesthetic philosophy. The animals that supply the raw material are handled in a sensitive manner; they are captured, shorn and then immediately freed to roam in complete liberty. The raw material is then only enhanced to bring out its natural beauty, which helps exude a sense of authenticity in each Agnona garment.

On what to expect this fashion season, Aimone revealed: 'Freshness, femininity and bright colours define the look of spring and summer. Quality and lightness of fabric are expressed through sporty and elegant looks well suited to the modern lifestyle. Agnona's ready-to-wear and knitwear combine to communicate a unique fashion tradition which we are making available through the new boutique in this part of the globe.'

The Agnona Boutique Dubai is conveniently located at the Ground Level of The Boulevard, Jumeirah Emirates Towers.