ANTONINO AIELLO'S 100% CAPRI DEFIES CONVENTION
Exciting linen, for the luxury market.
The luxury-brand market is very centripetal for a few reasons. First, because it is monopolized at the top by a few consortiums notably LVMH (Louis Vuitton, Dior, Celine, Fendi) and Richemont (Chloe, Cartier, Piaget). And secondly, because these brands largely follow the same media buying routes (Conde Nast, Hearst) use the same third-party retailers (Net A Porter).
To make it any other way for one of today's premier luxury brands would seem almost impossible. Well, lo and behold, it has not been for luxury linen market disruptor 100% Capri . Founded by Italian designer Antonino Aiello, 100% Capri has completely eschewed the traditional route of a mainstream luxury brand but has made it to the top of the luxury industry, leaving more spoils for Aiello and the original management team.