Ferré Presents the New Gf Young Collection in Milan Today

Asia Argento is the name chosen by Gianfranco Ferrè for tonight's Milan presentation of the new Gf Ferrè young line. The Italian actress, now an internationally-acclaimed star, will direct the fashion show: numerous musicians and DJs will also be arriving to entertain the 1500 guests.

As well as bags, shoes, swimsuits and perfume, the new line includes a collection of coordinated eyewear, previewing at tonight's show and being presented in October at Silmo in Paris. A characteristic of the line in general, but eyewear in particular, will be the prices: compared to the first Gianfranco Ferré line, Gf eyewear could cost up to 30% less, thanks to alternative production sources and special processes.

The Gf collection was described by Gianfranco Ferré as being 'transversal in all senses: interchangeable, versatile, intelligent'. 'Gf Ferré is a new label and a new way of thinking', echoes the general manager of the group, Enrico Mambelli, 'with an extraordinary logo redesigned by art director, Tyler Brulé'.

New ideas for distribution, too: the first mono-brand boutique will be opened in Las Vegas and before the end of 2003, the first European store will be inaugurated in London. In Milan they're still looking for a suitable location, but over the next 12 months restructuring work should be completed on the 22 stores set up by the previous management and which pass from mono-brand to multi-product.

'Under Ferrè's supervision' continued Mambelli, 'we have designed modular furnishings which can be adapted to suit the characteristics of the city. In Las Vegas, for example, the colors are exciting and electrifying. The display area concept is also completely different from the first line's boutiques, it is very accentuated and easy to use. You go in, you make your selection, you try them on in complete freedom. This also applies to the accessories, which are genuine collections and not there simply to complement the clothes'.