Woolrich is pushing further its commitment to offer a new interpretation of its heritage by reinventing its brand’s offer and attitude to women.

Among various initiatives, the US-origin brand now owned by L-Gam fund, has been involved in a series of operations willing to portray a new profile of the young and modern woman consumer.

As part of this project, for s/s 2023, it has recently disclosed the fourth Season of The Woolrich Woman by Daniëlle Cathari capsule collection embodying a new elegance and calmness of being outdoors.




The project had originated in October 2020 when Amsterdam-based designer Cathari visited Woolrich’s extensive archive in Bologna, Italy. While browsing through vintage garments and advertising campaigns, she spontaneously stumbled upon an outdated label that was used for The Woolrich Woman, a former Woolrich line tailored for the everyday modern woman. This lost piece of heritage immediately caught her interest and turned out to be the starting point of the revival of The Woolrich Woman. This particular moment has ever since led to three - and now four collaborative collections.

As Cathari’s own brand is built upon the foundation to deconstruct fashion as a whole, aiming to mindfully color outside the lines of the system repurposing classic design, and bringing forward a feel of nostalgia, similarly also the capsule she designs for Woolrich pins out serene elements occurring in nature such as rippled lakes, water lilies and birds formed inspiration for this season.

Influences of art nouveau and its flowing line-play mimic the shape of one of the most graceful birds on earth–the swan–a recurring motif that decors this collection, with its neck curved and the wings fluffed.

 

Cathari had found herself conceptually sticking to this swan-inspired color palette within her designs. A maxi skirt imitates the bird’s pure white plumage, a silk scarf with an orange pattern mimics the bill of the swan, while a classic bomber recalls the black parts of it.

The Woolrich Woman by Daniëlle Cathari is a capsule collection designed to celebrate easy femininity, offering comfortable elegance through timeless designs with a playful twist. It is available from end of March online and in Woolrich flagship stores in Milan, Amsterdam, Berlin, Düsseldorf, Rome, Bologna, Bolzano and Verona.

 

In-keeping with this modern approach to femininity, Woolrich has also started a series of events that will involve contemporary real life personalities and attitudes.

It has recently hosted the "Being a woman today" talk in its Milan flagship store. Guests were five young women talents (Carolina Amoretti, Sara Ricciardi, Aya Mohamed, Bianca Hirata and Lüzai) who spoke about their own life approach based upon feminine solidarity and activism, inclusivity, open-mindedness body positivity, along with art, music, communication and design as seen from modern women’s eyes.

Along with that, the creative design studio Fantastudio founded by Carolina Moretti, produced a video whose protagonists were the five previously mentioned women talents. The video was through Woolrich social media on March 8th. About a year ago, Fantastudio had already been involved in a project of urban requalification of a Milan's abandoned area.

Woolrich will launch more new initiatives meant to sensitise its audience to other themes while communicating its new sensitivity to hot topics, including one on environmental protection that will be disclosed on April 22, on the International Earth Day, and will involve Humana Vintage, the Italian charity vintage dealer.

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