Herno’s Presentation at Milan Fashion Week
Last week in Milan, Herno showed its women’s Spring/Summer 2024 collection, in a hybrid presentation that balanced the visual qualities of a photo exhibition and the physical attributes of a static fashion show thanks to six mannequins elegantly styled in the brand’s latest looks. Seen in the airy interior setting of neutral colors, under track lighting and atop a black runway, the mannequins were dressed in dynamic pieces that could be worn as separates or together for a full look—a signal of Herno’s evolution as a total-look brand.
Herno Spring/Summer 2024, courtesy of Herno.
New Herno Clothing and Accessories
Surrounding the lineup of looks were vivid, large-scale photo panels that presented images of the brand’s SS24 collection, a new setup designed to convey a clear and impactful idea of what Herno is heading forward, highlighting its work in styling a full look. One portrait featured an unbuttoned shirt jacket, casually parted and connected at the collar by a loose silk scarf. Another image showed a model in white overalls atop a white button-down shirt, paired with a beige bucket hat with long, wide straps and a monogrammed scarf—in similar sandy hues—tied at the belt loop. At the back of the room, anchoring the presentation was a photo of a woman wearing long, flared black shorts and a V-neck varsity sweater under a white vest, and padded, white slip-on sandals. The cascade of images and display on mannequins allowed guests to grasp the essence of the new collection with ease, feeling and seeing weight, texture, and the overlay of looks that spark an evolution on Herno’s horizon.
Herno Spring/Summer 2024, courtesy of Herno.
How Herno Interprets Classics and Trends
By interpreting trends with sophistication, Herno zoomed in on styling its own pieces in a contemporary way. Its classic “H” monogram print, seen in past collections, appeared reimagined on chic scarves, puffer vest, denim jackets, and coat belts. Playing with fit and cut was also a choice the brand made to reinvigorate tied-and-true iconic pieces, like the trench coat, now relaxed and elongated for a current look. Enriching the expanded Spring/Summer 2024 wardrobe are additional details that punctuate the collection with personality, seen in layered cuts, exaggerated ties, large cargo pockets, and more. Other details—from the research of natural fabrics and the study of fit to the ideation behind layering various fabrics—guide the brand’s visual identity of contemporary elegance and timelessness.
Herno Spring/Summer 2024, courtesy of Herno.
The Herno Evolution Unfolds
The strong change taking place continued to reveal itself in new categories, outfits, garments, and accessories. Building from its outerwear roots, an expansion of looks was renewed and refreshed, created for any situation or location. Now, the complete line offers a collection of repeat favorites—including tops, sweaters, skirts, pants, and dresses—in a variety of fine fabrics, remaining focused on sophistication and elegance. But the key garments this season are brand new to enrich and expand the Herno woman’s wardrobe: jumpsuits, dungarees, down skirts, and Bermuda shorts. Other must-have accessories, including an array of hats and shoes, showed Spring/Summer 2024 through a lifestyle lens.
Each look was paired with a selection of gorgeous accessories, including puffed white crisscross sandals, two-tone monogram canvas sneakers, and neck scarves. For color, beige—a hue the brand revisits and repurposes each season—builds to include other neutral colors like light sand, camel, pearl gray, white, and black formed an essential palette of feminine looks.
Herno Spring/Summer 2024, courtesy of Herno.
The Rich History of Herno
It has been 75 years since the luxury outerwear company Herno was founded in Lesa, Italy. Tranquil Lake Maggiore views still serve as its backdrop, guiding inspiration for products that consider the planet and its people. In the over seven decades since, the company’s history has woven together a mix of sophisticated fabrication facets—including yarn, fine fabrics, master artistry, and esteemed workmanship—with a sustainable approach. Each season, collections are more responsible than those that came before, prioritizing an approach to pieces with longevity. This is the “Made in Italy” mantra Herno lives by.
The Modern Herno Wardrobe
The brand’s practice is also enhanced by the unique fashion moment we’re in now—a chapter illustrated by quality garments and accessories that express taste, talent, and elegance. For contemporary customers, something modern awaits, too, with unexpected and refined takes on classics, and more. Garments become everyday go-to styles, evoking subtle references through silhouettes, materials, and hues.
For the Herno woman, polished style is defined in contemporary silhouettes that now form a total look, not just individual pieces. Garments made of fabrics in different weights—including nylon, classic cotton, sangallo, and tweed—define active garments and enhance sartorial shapes.
Productive, simple, and sumptuous, Herno’s new Spring/Summer 2024 collection is a visual representation of high-quality craft, timeless style, and contemporary aesthetics meeting performance, values, and innovation.
