Loren Debut, Three Perfumes and a Digital Museum Coming Soon
“I fell in love with the designer Emilio Schuberth while studying the archives of the Mondragone Foundation, where I was commissioner from 2000 to 2006 (RPT 2006).
I started studying it and as soon as I could I started collecting historical clothes from this iconic fashion house.
I invested a lot of money. I deepened my knowledge of this couturier who dressed the most important women of the 1950s, starting with Sophia Loren.
Finally, through my lawyer, I was able to contact Schuberth’s heirs, Gretel and Annalise, and I finally acquired the trademark. On February 6th I will debut with ten dresses in Rome, at the second edition of the Roma Couture event, organized by Grazia Marino and Antonio Falanga. A point of arrival, but also a starting point for repositioning the brand that now sells online and abroad.”
The speaker is Elena Perrella, a Neapolitan entrepreneur with a passion for fashion and in particular for Schuberth, the maison of the Dolce Vita tailor (who died in 1972) and the divas of the time, a brand that had disappeared without trace since the 1960s. “Schuberth was Sophia Loren’s early tailor,” says Perrella, who is also the fashion house’s creative director. “That’s why the ten pieces in the show will be dedicated to Loren, whom Emilio transformed from a very young, immature actress he met in Cinecittà into an elegant and sophisticated woman.” The fashion show will be dedicated not only to Sophia Loren but to all the women in the world who suffer today because of war.
Loren’s iconic image in the film Two Women will become a symbol of strength and hope, an invitation to rediscover beauty as a driver of change. “We want to be pioneers of a new vision of fashion,” the entrepreneur explains. “The world has changed, and we have changed with it: we celebrate the centrality of humanity without forgetting the importance of digitalization.”
With this in mind, the Emilio Schuberth brand is launching its new website, featuring an interactive experience that combines tradition and technology. In fact, the Emilio Schuberth Digital Museum will soon be inaugurated, an ambitious project that will allow visitors to explore the history and future of the brand through an immersive journey. On the catwalk in Rome, in addition to fashion, the art of perfumery will also be celebrated: Schuberth presents three new fragrances – Schu, Taffetas and Coquillage. “An invitation to replace the smell of war and destruction,” Perrella concludes, “with scents that evoke harmony and rebirth.
