Giuliva Heritage x H&M: An Italian love story
H&M’s collaboration with Giuliva Heritage marries the excellence of two great design countries: Sweden and Italy. Modern minimalism meets tradition and timeless beauty in the soon-to-drop collection (out 3 September). By combining H&M’s conscious fabrications with the expert tailoring label’s enduring designs, and being made with materials from more sustainable sources, the collaboration honors both brands’ journey towards circularity.
“We are especially delighted to use recycled materials in so many looks,” say Giuliva Heritage co-founders Margherita Cardelli Cavaliere and Gerardo Cavaliere (who is also the brand designer) about the capsule. “We have always been passionate about authentic meaningful fashion that lasts and this collection undoubtedly captures that.”
Before we go into detail about the collab, we’d like to tell you a little storia d'amore (love story). It begins with Margherita and Gerardo meeting in Rome a few years back. A chance encounter that would not only lead to marriage but a booming family business. Their mutual love for fashion — traditional Napoletalian men’s tailoring in particular — sparked the idea for Italian luxury brand Giuliva Heritage and so launched their first prêt-à-porter women’s collection in 2017.
The love story is also one between the Giuliva Heritage founders and their homeland. Being based in Rome, it’s only a two hour drive to the Abruzzo region and their beloved Campo Imperatore. This is where the couple wed; in the breathtaking beauty of the mountain grasslands. They call it giuliva land (happy land) — a sacred place that inspires their work more than anything else.
The couple is keen on creating long-lasting clothing using exclusive, high-quality fabrics. The sophisticated garments in the Giuliva Heritage line are entirely made in Italy and manufactured (mostly by hand) in Naples, celebrating the country’s rich culture and authentic artisanal craftsmanship. This is fashion made to be worn, loved and cared for: pieces to pass down from generation to generation.
In a time before Giuliva Heritage, Margherita regularly borrowed from her husband’s impeccable wardrobe. Now she wears his dapper designs on a daily basis, and the good news is that you can too. The Giuliva Heritage x H&M collection features wearable autumn essentials that are effortlessly feminine, yet with a borrowed-from-the-boys attitude. Or, as the Cardelli-Cavaliere duo calls them: “easy transitional pieces with designs that stand the test of time.”
”Inspired by classic menswear, both our teams were excited to create accessible and timeless pieces for the modern woman,” says Maria Östblom, head of women’s design at H&M. The result is a collection of sharp shirting, beautifully cut coats and strong tailored blazers in recycled wools, recycled polyester and organic cottons. Accompanied by flowing dresses, blouses and wearable coordinating separates, these looks create a concise, curated wardrobe. Time-honoured tones of beige, navy, dusky blue and burgundy play alongside pinstripes and glen plaid, and added details include cowl necklines, bishop sleeves and high waists.
These sartorial staples were made to be worn season after season. In line with the Giuliva Heritage ethos, we encourage our customers to take good care of them. You can add years to such investment pieces simply by making sure they’re hung and stored correctly, washed carefully, and repaired when needed.