It's back to basics with a minimalist and multi-textured look

A silk screen image of what looked like a massive Roman temple was the backdrop for the launch of Cerruti 1881's autumn collection this week.

So it was a surprise when, instead of togas and sandals, the brand rolled out a collection that included a sleeveless tuxedo and a two-in-one woollen jacket with a detachable vest and a 'scarf tie'. The imposing backdrop - depicting the brand's flagship boutique in Paris - was the inspiration for the season's 'minimalist and multi-textured' look.

'This season is not about extreme design but more a revisiting of the basics,' said Agnes Shen, who manages the label in China through Trinity, a luxury menswear retailer.

With so many high-end labels and emerging 'super brands' in Hong Kong, Cerruti's managers are well aware of the stiff competition they face here.

'Cerruti originated as a luxury fabric brand,' said Ray Clacher, brand managing director at Trinity. 'But it's also a fashion brand, so it needs to stay ahead of the game and to stay current. Every brand has its DNA, its unique thing.'

Hong Kong consumers, he said, were much more discriminating than their counterparts elsewhere in China. 'Some people will just put on a Prada suit and hope it looks good. Here, people have to believe in the brand.'