BRAND FEATURE
LELLI KELLY CELEBRATES 30 YEARS WITH THE REISSUE OF ITS FIRST MAJOR SUCCESS
The “Frangetta Mix” style, made using eco-sustainable materials, never sold before in the UK. T
he Italian brand, which has made entire generations of little girls dream, celebrates its 30th anniversary with an exclusive surprise that is both contemporary and committed to sustainability. The period between 1992 and 1993 saw the launch of the “Frangetta Mix” shoe by Lelli Kelly, which, following a major advertising campaign, became a real must-have in Italy.
To mark this prestigious anniversary, the Tuscan maison has decided to reissue the iconic “Frangetta Mix” style again after three decades. This cult shoe will arrive for the first time in the United Kingdom and will have
two important features: ¡ The new release gives a nod to
eco-sustainability: the upper material is made with the contribution of apple scraps from Trentino-Alto Adige, following the processing of the fruit for the food industry. The apple scraps, which would otherwise be discarded, are sent to a Florence-based manufacturer where they are used to create innovative and sustainable materials; ¡ This is a limited edition comprising a total of 1,000 pairs of shoes, each duly numbered from 1 to 1,000.
However, from an aesthetic point of view, this new “Frangetta Mix” style is the exact reissue of the ‘90s one, characterized by a special fringe - “Frangetta” in Italian language - combined with an original trimming with floral patterns. The Lelli Kelly brand and logo also appear in their vintage version.
To celebrate Lelli Kelly’s new focus on eco-sustainability, the Lucca-based company has commissioned an artist from its home city, Emy Petrini (floral designer and land artist), to create a work of art which was exhibited at the “Pianeta Terra Festival”. The event, which took place in Lucca from 6 to 9 of October 2022, on the initiative of the Laterza publishing house, dealt with important and current topics such as sustainability, climate, energy and biodiversity.
According to Attilio Attilieni, president and founder of Lelli Kelly SpA, “Emy Petrini is an artist who fits well with this new Lelli Kelly project, which aims to produce the upper of the iconic Frangetta Mix style with the contribution of apple scraps. She is known for her work and installations based on the principles of eco-sustainability: these are made from crop prunings which, once harvested in the fields, take on new forms and new life, instead of remaining in the soil to decompose.” The artwork commissioned by Lelli Kelly have been displayed in the artist’s studio, a renovated foundry in Lucca’s historic centre. The new, limited-edition “Frangetta Mix” shoes made from eco- sustainable materials will be available to purchase in some of the world’s most prestigious stores, as well as on Lelli Kelly’s e-commerce.
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