Milan Meetings: Visiting ADD

The winter season is ahead of us, which means it's time to think about warm clothes, especially since the counters of fashion stores on the world famous Via Dalla Spiga in the center of Milan are already filled with alluring stylish novelties. Fashion blogger of the popular online store PokupkaLuks Lyubov Shumakova, on the eve of the new season, visited the showroom of the Italian brand ADD to tell first-hand about the new products presented.

The ADD boutique, which we visited on an official visit, is located in the heart of this street, endlessly long and shining with inviting shop signs. Only when you approach the boutique, you immediately notice how rich the assortment is, how colorful and cheerful the designers of the ADD brand presented the autumn collection, not trivially and especially in a new way. But first things first!

Punctually, arriving exactly at the appointed time, I was met by the manager of the showroom of the hall, Antonio. He turned out to be my guide to the secrets of the fashionable world of ADD. A cup of awakening morning cappuccino helped to get in the right working mood, and we began the interview.

- Antonio, fur coats and sheepskin coats are considered traditional winter clothes in Russia. What are the advantages of the products you offer?

- Our jackets and down jackets are absolutely weightless, but at the same time they perfectly warm even at the lowest subzero temperatures, such as in Russia, for example. After running into the subway, or getting on a bus, taking a passenger car, it is important to feel comfortable and not overheat before going out again in bad weather.

In your showroom there are models for women and men, regardless of age. Still, how can you describe your most frequent client?

- In Italy there is no clear division by age, here everyone is young at heart! In our collections, we never emphasize the age of a person! Students and business elite, housewives or creative people, we meet completely different people in our boutique. And then, you know how we love to talk (laughs), so I can definitely say that absolutely everyone can find the model they need for themselves, and look according to how they feel and who they are.

- From a huge selection of jackets and down jackets in your showroom, your eyes run wild. And anyone who wants to buy a product here for the fall and winter will certainly need help. Antonio, how do you help your clients to decide?

- Thanks for the compliment! Yes, we are trying to constantly surpass ourselves, and to expand the assortment precisely in order to have a choice. How do I help? I just let clients try on down jackets of different cuts, lengths, with prints and monophonic ones, so that a person can see himself as different and possibly the way he is used to seeing himself. And then, having enjoyed the fitting, the client himself chooses what he sees himself as beautiful.

- Are there any specific rules when choosing a jacket / down jacket?

- You need to pay attention to the fact that the thing does not get fat, but also understand that this purchase is for the cold season, and you will need to put on a sweater or other warm things down. It is necessary that the product does not hinder movement, and the fabric is pleasant to the touch and warms. So that the color of the thing repeats the shades of most of the contents of your wardrobe, and does not stand out from the whole set. When you walk, everyone should see you, not a down jacket or a jacket!

- Fashion does not stand still, and so does the ADD brand. Tell us about your new collection. What is its main difference from all the previous ones?

- The new collection has retained the recognizable ADD style, as well as complemented by an interesting decor in the area of ​​the cuffs and collar. The colors are not flashy, but calm, mostly pastel colors. The flirtatious cut of individual products has already made them popular, and they "go" into the wardrobes of our clients quickly enough.

- Is there a model in your showroom that is bought most often? Can you explain why exactly she?

- I cannot answer this question unequivocally, since it has never happened that a model in a full size range remained on the exhibition stand. The models of our collections are close to the everyday life of a person, and each finds its client.

- The ADD brand is an exclusively Italian brand. Italian specialists are engaged in development and sewing. And what is the difference between the Italians' view of fashion for men and women from the view of, for example, the British, Germans, French? What is the highlight of Italy?

- The highlight of Italy in the love of life! From a morning cup of coffee to an evening aperitif in the company of friends, regardless of age and profession. We know that life is a moment, and you need to live it brightly, easily and interestingly, without missing a single important moment. We know how to combine fabrics and make a unique cut, and we know how to do it beautifully. But we always remember that clothes are designed to cover nakedness, warm and decorate a person, without drowning him out as a person.