Reda has been providing high-quality fabric to prestigious fashion houses since 1865. (Photo : rembrandt.co.nz)
Top Italian fabric brand Reda is trying to tap into the Chinese market, which holds great potential for business, according to a report by China Daily.
The premium fabric brand recently showcased its latest collection for Winter 2017 in Beijing. The show was heavily inspired by three factors: the paintings of great Spanish painter Diego Velazquez, the Edwardian Age, and the Bloomsbury Group.
As a result, Reda's fabrics featured rich earth tones of green, brown and gray, infused with bright pops of blues and pinks for a livelier effect.
Reda has been providing high-quality fabric to prestigious fashion houses since 1865. The brand counts Armani, Dolce & Gabbana, and Ermenegildo Zegna as some of its most loyal clients.
That market is about to change, however, as Reda enters the Chinese market. More and more Chinese designers and manufacturers are looking for classic made-in-Italy fabrics, according to Fabrizio Alessandro Goggi, Reda's global communications director.
"Young designers and Chinese fashion are really trendy. They need something soft and classic to be the sustainable base for their creations," Goggi said in an interview with China Daily.
For Reda, the quality of the fabric is one of the most important building blocks of a great design.
"What they are looking for is something they can rely on. As their creations are sometimes really extravagant or even crazy, they need solid fabric in order to create what they want. And only fabrics of good quality can work."
Reda has already worked with Xander Zhou, an emerging Chinese designer, a few years ago.
"This was just the beginning. Next year we would like to find someone else who can express not only the quality of the fabric but also his (or her) own ideas," said Goggi.
The first step toward this direction is working with Shanghai Fashion Week in order to support local designers.
"The real designer is not the one who creates the best dress or the best suit, but the one who uses both creativity and technique and mixes them," Goggi added.
