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The setup is a snow-covered chalet, where the models move wrapped in long wrap coats, sporty cut jackets, but also wrapped in long silk dresses. And where “quiet luxury” tones are accompanied by hints of carmine red. The scene, in reality, does not take place in the mountains, but in Palazzo Kiton, in Milan, where the Arzano (Naples) company – which closed 2023 with a turnover of 204.6 million euros, up by 26% on 2022 – is presenting the «Chalet Kiton» women’s collection for next autumn winter: «The roots of the brand are in a masculine and extremely urban world – explains Maria Giovanna Paone, president of Kiton – and we wanted to distance ourselves from these contexts to bring our product quality to life in a more sporty and technical context, with also an après sky capsule.”
The famous ski resorts – in detail: Sankt Moritz, in Switzerland, and Aspen, in Colorado – are among the destinations in which the Neapolitan brand has landed with its own single-brand boutiques: «We opened the shop in Sankt Moritz two years ago, which works very well, and then in 2023 the one in Aspen, which is giving us positive results. The United States is an important market (it accounts for 30% of Kiton’s accounts, ed.) and is continually growing. There is still potential”, confirms Paone. After the very recent “soft” opening in Frankfurt, the next stops are in the East: «We are leaving for Baku, Azerbaijan, where we will open a shop with one of our commercial partners. Then we plan an opening in Sana’a (Yemen), again with a partner, and we have a project in Tokyo: Japan is an interesting market, we are trying to enter it directly.”
That the company is in a phase of expansion and growth – for 2024 the estimate is an increase in revenues “starting from +10%” – is also demonstrated by the investment made in 2023: Kiton took over for 30 million euros land opposite its current headquarters in Arzano. «Our project for this land includes two realities, one more logistics and one production. We are greatly expanding the part dedicated to accessories and we have always made our products internally, we rarely rely on third parties. We currently produce tailor-made shoes and sneakers and we are working a lot on bags”, concludes Paone.