Paul & Shark has recently presented its latest Riviera resortwear line, drawing inspiration from the luxurious lifestyle of Capri. The brand’s adoration for the sea and dedication to sustainability took center stage as they transformed a rooftop terrace in Milan into a serene Capri-themed oasis during the recent Milan Men’s Fashion Week.
The venue’s ambience underwent a transformation with white and azure majolica tiles, wicker sofas, blue-striped furnishings, and refreshing lemonades and citrus sorbets, all set to the sounds of traditional Neapolitan folk music. This immersive experience transported attendees to the relaxed atmosphere of the Italian island and set the stage for the unveiling of the new capsule collection.
The collection exuded a minimal-chic aesthetic, featuring a range of summer-ready essentials including silk polo shirts, soft linen shirts, and quick-drying swim shorts. A standout element in the line was the print portraying the island, developed in collaboration with Liberty of London.
This is not the first time Paul & Shark has ventured into resortwear, having introduced its inaugural line at a cocktail party in Milan last year. The brand’s resortwear project is aligned with its broader rebranding efforts, with the aim of softening its sailing-focused image from its inception in 1976 and instead embracing a more casual aesthetic to cater to a wider audience.
In addition to its evolving fashion offerings, Paul & Shark continues to emphasize its commitment to sustainability and its connection to the sea. Collaborations with establishments like Juvia, a restaurant on Formentera Island, exemplify this dedication. The partnership with Juvia has led to the creation of ‘Juvia by Paul & Shark’, an outdoor dining experience overlooking the sea, offering Mediterranean cuisine and signature cocktails in a relaxed setting.
Furthermore, the brand has joined forces with Vellmarì, a local organization focused on marine conservation and research, particularly the preservation of the Posidonia plant on Formentera Island. Through this collaboration, Paul & Shark will support the planting of 700 new Posidonia plants, in addition to various activities involving marine biologists, influencers, and other talents.
As Paul & Shark continues to evolve its brand identity, the fusion of luxury, sustainability, and a deep connection to the sea remains at the core of its ethos. The brand’s successful unveiling of its Capri-inspired collection at Milan Fashion Week is a testament to its ability to captivate audiences and immerse them in the lifestyle that underpins its designs. With a dedicated focus on resortwear and lifestyle initiatives, Paul & Shark is poised to further solidify its presence in the fashion industry while staying true to its roots in the sea and sustainability.