Antony Morato was founded in by Lello Caldarelli, the company's creative director and president, and is rooted in Italian tradition. The brand embodies a cosmopolitan vision of the universe of men's fashion, looking to lifestyles in the world's major cities as a source of inspiration.
The brand had a focus on going global from day one. Over the years, the explosive combination of fashion content and accessibility has allowed it to establish itself in more than 60 countries, each with a different history and culture.
Meeting calls , online training, omnichannel sales, remote working , marketplace integrators , B2C and B2B e-commerce , virtual showrooms : the brand was very familiar with all these concepts prior to Its digital-oriented approach stems from the need to communicate across borders on a daily basis. Dynamic and contemporary, the brand represents a new generation of conscious consumers who see fashion as a way to express themselves.
The collections have something for any time of day or night, allowing consumers to choose from a range of innovative outfits while maintaining their own personal style, thus meeting the needs of anyone looking for original and on-trend clothing. The name Antony Morato was designed to cross international borders and to be easily recognisable and pronounceable in the world's various countries. The logo has been restyled several times over the years, most recently in , when a more stripped-down version was chosen in line with the brand's DNA, but still with a careful eye on future trends.
The modern and dynamic facility covers 6, square metres, distributed on two levels. The shapes, colours, style and design of the headquarters embody the main characteristics of the brand. The brand's colours — grey and black — outline the external steel structures that give the building a contemporary feel, while the interior is illuminated by large windows that encircle the offices.
With a carefully chosen location in a strategic area of the city, Antony Morato's Milan office stretches across three floors of one of the five buildings in the famous Tortona 37 complex: a modern and cutting-edge space built around a large tree-lined garden, it houses some of the leading brands of the Italian fashion and industrial scene. An exclusive location that boasts an architectural style designed to minimise the environmental impact and optimise energy efficiency.
The ground floor houses the press office , while the showroom and executive offices are located on the upper floors.
The collections are displayed and exhibited in an open-plan space , where visitors receive an expert and professional welcome from the showroom assistants, who know every aspect of the products and can showcase their every detail, allowing all visitors to get a full appreciation of the Antony Morato style. The German branch of Antony Morato was the brand's first foreign branch and was opened in in Munich. The office consists of a showroom as well as a back office that handles customer management for the German and Austrian markets.
The brand's ongoing development in the German market also led to the facility being physically expanded. At the beginning of , the branch moved to a showroom measuring almost square metres and located in one of the most modern areas of the city, alongside the offices of various other prestigious brands.
Antony Morato's Spanish office is located in Barcelona's famous 22 District. The area, previously occupied by old factories, was redeveloped into a hub focused on developing knowledge, home to companies working in media, information technology, energy, design and scientific research. In order to know about upcoming developments and the fruits of brand campaigns with digital influencers, we spoke with founder and creative director Lello Caldarelli.
Antony Morato opened 15 new stores in Most important countries for us are Italy, Spain and the Benelux area. These are the markets in which we are strong not just in terms of sales, but even in terms of brand awareness and turnover. In the future, we want to add France and Germany to our dream team. They are growing fast and we want to bring them to the same level as the previously-mentioned countries in three years.
We bring back the results from previous years, investments on technologies, services and in general process optimization. Fifteen stores, maximum twenty. Retail is really important as a brand builder. Next openings are planned in Madrid, Barcelona and a resort in Italy Riccione. In the second half of the year, we are working on Paris, Milan and much more.
To which extent do you believe that the brand is benefitting from the current trend towards soft tailoring —suit dressing becoming a valid option for leisure time, especially through the use of textured fabrics with great touch and feel and more relaxed fits or when combined with sneakers—?
This trend is giving us a lot of satisfaction. Our customers recognize us thanks to the ability of delivering up-to-date men's suits, a fast-growing category for us during the last three years. The modern customer has a renewed attention to details, fit and fabrics, something that makes us happy, as we have always paid attention and done research into it.
The idea of mixing a classic Italian fit suit together with a shirt or a sneaker is part of our DNA, and we play with it in each new collection. Last year, the brand launched the Tales of Style campaign, involving digital influencers such as David Roth and Jakob Haupt of Dandydiary, among others. What was the outcome of the experience? It was great, with lots of positive feedback from our customers. It also brought us new ideas just by looking at how digital influencers wore our garments.
This new man asks fashion to change unceasingly, to rouse him every season with new ideas, new proposals, styles and colors. Digital influencers represent this kind of attitude.
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