One of the most anticipated guests of Milan Fashion Week was Oscar winner Penelope Cruz, who was chosen by the Italian footwear and clothing brand Geox as the ambassador of its autumn-winter 2023 campaign. During the press presentation, the Spanish actress also presented a special collection of clothing and accessories (190– $495), about 20 items, including shoes and outerwear, designed by herself in collaboration with Monica, her younger sister, a dancer and actress. known to the general public for her role in the popular Spanish TV series Paso Adelante.
“A review with a strong and trustworthy image, such as Penelope Cruz, adds value to our communications. Penelope expresses professionalism, beauty, grace and character, traits of a modern lifestyle that we want to convey,” said Livio Libralesso, CEO of GEOX.
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Geox x Penelope Cruz loafers
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Penelope Cruz is the muse of great directors, especially Pedro Almodóvar, as well as many Americans, such as Ridley Scott, who directed her in AdvisorWoody Allen To Rome with love And Vicky Christina Barcelona and Rob Marshall in Nine is the next star in theaters in December in Michael Mann’s film. Ferrari presented at the recent Venice International Film Festival.
Ahead of the film’s release, she will be the face of GEOX in cities around the world. “This is an exciting new chapter for us,” said Mario Moretti Polegato, founder and chairman of Geox. “Our company has grown significantly in recent years to become the largest in the country, and we are thrilled to have Penélope Cruz as our first ambassador to tell the world about the brand’s new style-led positioning. an evolution that combines beauty with the well-being and comfort that have always distinguished our products. She will also help us develop GEOX in the world, which means Italian style but also comfort. She has a lot of enthusiasm and women really like her, as does our brand.”
THR Rome spoke with Penelope Cruz during the reception for the launch of her capsule collection and asked her a few questions about her new profession as a fashion designer. More information can be found below and collaborations can be purchased here.
How was Milan Fashion Week for you?
I haven’t been to Milan so many times, maybe three or four times in my life, and this is a special occasion because it is the day that I present the Geox campaign. A brand that I have used so often in my life, even for my children.
Your sister helped you in this new venture.
And this is a special aspect. I created the capsule collection together with Monika. There are so many of us in this collection. From the very beginning we worked on creating a mood board. It’s not a huge collection, it’s 20, 25 pieces, and there were a lot of meetings to decide what direction to go in, evaluate samples, choose materials and, of course, try them on. We are very proud of this and very grateful that they invited us to work with them.
What aspect of this job did you enjoy most?
I am very lucky that I have been able to work with different brands for several years now, even luxury brands like Chanel. I love them! But I also wanted to be able to make something for women who love comfort and beauty. GEOX allows me to be part of these two different worlds.
Do you feel ready to create a collection that bears your name?
I think it’s important to keep learning, and that’s what my sister and I do with the collections. We do this from a very humble point of view, we are constantly learning because we have so much respect for all designers. Even those who worked with us and continue to teach us a lot.
When did your love for fashion blossom?
We love fashion since childhood. You think we spent four or five years drawing in magazines. So this is a dream for us.
Is this not the first time you have created a collection for a brand?
Over the past 20 years we have already collaborated with five or six different brands (Mango, Loewe, Carpisa and many others). Brands that have given us the opportunity to design together, sometimes for three, four, five years in a row. Collections that were successful. This is something really special for us. Even if we do it in the most humble way possible while continuing to learn.
Let’s talk about shoes. Are you a lover of high heels or sneakers?
It depends a lot on the situation, the days and what I need to do. I used to wear a lot more heels, but since becoming a mother I need to find something that allows me to run whenever I want.
What do you look for in a shoe?
Shoes should be beautiful, durable and comfortable. I think GEOX represents a great balance between these characteristics. They have a technology patented many years ago that makes their shoes especially comfortable. They are breathing. You think that water can’t get in, but air can get through. They are the only ones who own this technology.
I see that you quickly learned how to promote your creations.
Look, it’s true that you can walk great in them. I still wonder how this is possible! It’s like walking on a cloud! I asked Mario Moretti Polegato, a little genius, to explain to me how this technology works. This is a very smart idea, and the fact that this brand was founded by four people is also very good. Just think, there are 30,000 people working on this right now, and they are in 100 countries.
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