Celebrities' shenanigans overshadow the talent behind new label in town

PUBLISHED : Monday, 12 April, 2010, 12:00am
UPDATED : Monday, 12 April, 2010, 12:00am

Harvey Nichols threw a bash on Friday for a new shoes and ready-to-wear brand it has picked up called L'Ature Chose. Even though the designer Michela Casadei (left) was there, she was almost completely overshadowed by the gaggle of starlets and models hogging the media spotlight. Despite the French name, the label is actually Italian. It's part of the Boccaccini apparel firm headed by Casadei's husband, Alfredo Boccaccini (right). Both were in town to introduce their stylish wear, but the media's attention was focused elsewhere.

As usual, the local celebrities were promoting themselves as much as the free clothes they were wearing. Occasionally Casadei was pulled away from conversation with some of her Italian friends for the obligatory photo op with whatever local star had just arrived.

It wasn't even just female models and actresses who were riding the publicity train. 'Who are they?' Boccaccini asked when boy band Square arrived and the flashes started firing again. Nobody important, just the teen idols du jour, we told him. Nevertheless, the fashion boss is happy to be expanding to the pearl of Asia. 'Hong Kong is still good [for retail]. It's a major centre,' he said. 'Europe and even Japan are still not very busy now in their shops. And America, forget it.'