OVS, the Italian fashion chain, and Adriano Goldschmied, the well-known designer and denim expert known as “The Godfather of Denim", have started a collaboration that will run from f/w 2023.
"OVS makes and sells around six million jeans every year," said Stefano Beraldo, CEO, OVS.
"Together with Adriano Goldschmied, we want to further increase the quality of our denim. Goldschmied, who has revolutionised techniques and styles in the world of denim, enriches OVS with his experience and brings his culture to the company. With him, we will reach more evolved peaks of experimentation, not only in terms of fashion content but above all in terms of sustainability," he added.
"I was impressed by the expertise and sustainability strategy developed by OVS, a group driven by a deep responsibility and awareness of how the business must evolve," Goldschmied commented.
"Denim, in this case, represents a real challenge. Together with the OVS team, we have worked on quality products but with a more accentuated fashion content, interpreting new trends and trying to provide suitable responses to a younger consumer segment, which demonstrates OVS's decisive and courageous desire to innovate. All this with an extreme focus on more sustainable production techniques," he added.
For the f/w 2023 collection created in collaboration with Goldschmied for women, new shapes and volumes are emphasised with the introduction of cargo, coulottes and wide leg styles but also tailored details and fits that enhance every type of silhouette.