24k gold and pure creativity. These are the elements that characterize Horo, clothing brand born in 2011 from an idea by Luca Micco designer and founder. Patented project that allows to merge and print gold on fabrics transforming each garment and accessory in a jewel to wear: unique, rare, contemporary and strictly hand-made in Italy. But it does not end here; the creative team also makes use of the artistic knowledge of the famous Milanese artist Clelia Cortemiglia, student of the great Lucio Fontana, famous for his works “Spazio Luce” and “l’Arte diventa Moda” made with gold carve on canvas.
When and why did you decide to found Horo?
Create something unique, true and original in which fuse my taste for art with a passion for fashion has always been my goal. When you pursue a dream nothing happens by chance: the friendship with the artist Clelia Cortemiglia and energy of her golden works made the idea a real thing: trying to melt gold 24kt on clothing and accessories. If you have a dream go and chase him.
Art that becomes style. Is still possible today where omologation is winning over the rest?
“Art Becomes Style” is not only our slogan, but the founding philosophy of the brand Horo. From Art I was inspired to make my first drawings and I design inspiration from this and return whenever working on a new design or a new outfit. Omologation, by the very nature of our patent, is banned. The traditional process of our work, edited with minutiae from my sister Chiara, achieves really unique clothes, very similar but never identical to each other.
How did your collaboration with Clelia Cortemiglia begins?
Clelia was for me the real Muse. Her works “Space Light” carved with gold on canvas inspired the idea that gave rise to the dream of transforming, indeed, “Art Becomes Style”. I tried to carry the same force of Clelia and the energy of the precious metals on garments and clothing accessories to transform them into unique pieces, jewels and precious as rare as “pieces of art” to wear.
How do you combine the exclusivity of gold with a quite “urban” design of your clothes?
I project each outfit with the desire to turn it into an iconic piece and make it timeless, which has many opportunities to use and is substantially non-season. This is why I always try to blend essential modeling and well-balanced graphics that express a concept of luxury whispered and unconventional. The use of 24-carat gold and other precious metals is not very loud or flashy, but “urban-chic” that is simple and unique.
What is the added value of Horo?
Our patent for the application of 24kt Gold on any type of fabric or leather. The fiber undergoes a processing for which the “print” acquires the characteristics of the fabric on which merges, preserving the texture and lightness. We do not work only with pure gold, but also platinum, gold, pink, purple and any other type of precious metal with which we can realize every kind of design, logo or artwork. Another fundamental aspect is the absolute Italian character of the project, that trade on and values the expertise and excellence in the area of Piedmont and also extend to all Italy area.
What are the difficulties you encountered in emerging as a brand?
They are those who face daily the young Italian when chasing a dream. When you are not yet a strong brand, and consequently do not already have “numbers”, it is difficult to access the production system. That’s why I decided to create a studio in Asti that creates inside of it, with the craftsmanship typical of made in Italy, and to choose all suppliers and partners “zero kilometer”, to launch a concept of Slow Fashion in which the chain production is very short and super controlled. It solves the problematic daily thanks to my family, which works actively to run the company, and to people like me who believe in this project and invest their experience and their time to create something unique.
Future projects?
In the immediate future we plan the opening of our Shop-in-Shop Horo at the Blue Salon in Doha, Qatar mall a reference for the Luxury Group. In our future projects there is the development of the markets in which we have not yet arrived, as America and the Gulf region, and the strengthening of the reality already consolidated. Thanks to a new partnership in the Asian market we are planning the opening of our first two mono-brand stores, while in Italy we are preparing a little golden surpreise. You just have to follow us into the world of Horo.
ph courtesy: press office
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