MAGAZINE February 22nd, 2021

8.PM Interview

 

 

8 pm identifies the meeting point of two worlds: the formal and the informal.

It is the time for the time of day when you move from professional life to leisure. Produced exclusively in Italy, using mainly Italian fabrics and yarns, the brand is made and distributed by M.G. Srl Group, a titular company.

How did it all start? A brief emotional history of your brand. 

"8 pm was born in 2009 from the desire to combine the love for the most special materials with volumes and sartorial art, all through the filter of everyday life: comfortable, casual and accessible for everyone".

What are 8PM's iconic pieces?

"Certainly the sweatshirt, made with casual material par excellence - versatile and malleable - that we have always loved to transform with a couture touch."

 How to combine craftsmanship and mass production?

"We work with high-quality artisans in the sector for innovative and hand-made prints, embroidery, and treatments. Our attention to processing allows us to combine craftsmanship with quality industrial standards.We often use vintage recovery garments that we work singularly, giving it a new spirit.

What do you present to White this season?

"The FW21 is the season that we believe in rebirth, freedom, at least a return to what we called "normality" as soon as possible.It is a collection that seeks to combine a new search for lines, clean volumes, and cozy to the ever-alive desire for uniqueness and unique garments. It is a collection that researches style more than trends and represents an emancipated, socially conscious, and dreamy woman.

 Has the pandemic changed anything about your style or strategies? What plans do you have for the future?

"We turned to a cleaner, more accessible image, in a path that we had already imagined but that the current emergency has helped to amplify. We also changed the pace. We produced two collections a season, Pre and Main: now we go out with a single collection, including the most casual and daily and the unique proposal. This choice meets the need for a greater synthesis of our customers, guaranteeing the early delivery that distinguished pre-collection. For the future, we want to move towards an idea of greater inclusiveness and sustainability. We are an almost exclusively female company: we believe in women, in the future and in sharing to enrich the community with our differences: only this will make us more accessible».

 

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