Red Redefined Launched in Milan

Red Redefined – the new SS 2020 crystal collection from Preciosa Components – saw its first pubic outing at Lineapelle trade fair in Milan.

The bi-annual, three-day exhibition is known for attracting thousands of the world’s largest accessories, components and fabrics suppliers. This season it ran from 20th – 22nd February 2019 at the Fiera Milano Rho.

The new collection is unique in that it offers a genuine breakthrough in crystal-making technology. With the development of new shade Red Velvet – the collection’s flagship product – Preciosa has become the first company in the world to make a ‘true’ cadmium-free red color.

Why is this important? Cadmium is a toxic chemical that until now has been universally used in all manner of products, from paint to crystals, to achieve the color red. The fact that Preciosa has developed a way of producing this color in an environmentally friendly way is huge news for the fashion industry.

In line with this the campaign theme focuses on environmental sustainability, told through the biblical story of Adam and Eve. In our version, Eve is tempted by the serpent (representing fast fashion and all its pitfalls), but instead chooses to bite the Red Velvet-covered apple of knowledge instead.

At Lineapelle the booth was decorated beautifully in keeping with the Adam and Eve theme, with the apple of knowledge on display, alongside multiple other products from the collection. There was also an exclusive VIP-only cocktail evening the night before the main event where the collection was also on display.

The booth received hundreds of visitors from around the globe over the three-day event; it will be interesting to see the impact this new innovation has on the industry in the coming months.

View the new collection and read more about our new cadmium-free shade Red Velvet here