Avirex aims at female consumers.
20 Feb. 2013
Avirex launches woman's chinoThe historical chino brand Avirex launches a series of initiatives aimed at female consumers. For S/S 2013 Avirex is launching a new chino model for women. It will be a single model offered in a single fabric - the standard comfort gabardine – in two colours; blue and khaki. This new trouser will be initially sold in 15 monobrand Avirex stores in Italy and soon after will also be sold in Spain.
For the occasion the Italian subsidiary of the brand, which manages the 15 monobrand, and other multibrand, stores in Italy, as well as four flagship in Spain (soon to become 15 by 2015), will also inaugurate a photographic exhibition focused on 50 female aviators of the past, and on chinos, a must in men's wardrobe, redesigned for women consumers.
The exhibition will be presented on 8 March, women's day, inside the Avirex flagship store Avirex in Corso Europa 13, in Milan between 10.30 and 19.00, where It will be possible to admire the pictures documenting the adventure of fifty years of aviation history. The exhibition was curated by Mauro Antonellini, Angelo Emiliani and Paolo Varriale and was organized in collaboration with Museo Francesco Baraccaini Lugo di Romagna.
It will present a historical timeline from 1913 until today, celebrating women from different countries that share a passion for flying and going beyond the limit, including that of crossing the borders of a universe that was always considered as a man's "domain". The exhibition will remain open until 6 April 2013 as follows: Mondays 3.30pm-7pm; From Tuesday to Sunday 10.30pm-7pm.
Maria Cristina Pavarini
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