—Designer Marco Rambaldi Showcases the Luxury of envy™ Apple on the Catwalk—
envy™. It’s not an apple, it’s an experience.
Milan, Italy (February 27, 2024) – Luxury took a delectable bite out of Milan Fashion Week 25/26. envy™, the premium super sweet apple cultivated in Italy in South Tyrol and other countries around the world, made a striking statement as the season’s most unexpected luxury item. On February 26th, the Marco Rambaldi show captivated audiences with a groundbreaking fusion of high fashion and natural elegance, placing the envy™ apple at the very center of its narrative.
Model and songwriter Giulia Petronio graced the runway carrying the envy™ my bag—a unique, handcrafted accessory exquisitely fashioned by Istituto Marangoni Milano Design student Mahra Mustafa, the first-prize winner of a prestigious competition. It features subtle, deep red braided leather and a graceful envy™ pendant, perfectly complementing Rambaldi’s collection and underscoring the envy™ apple’s elevated status.
“The envy™ apple is elegant, an unexpected beauty, and represents a pure, natural luxury, and I loved exploring how this could translate into a high-fashion context. The creation of the bespoke envy™ my bag allowed us to elevate the apple to a true object of desire and to discover how fashion and nature can merge and learn from each other.”
Rambaldi further enhanced the sensory experience by choosing the open, airy Mercato Floricolo space for his show. A specially curated culinary experience showcased the envy™ apple’s distinct flavors in a series of delectable dishes.
Amplifying the experience, prominent Italian influencers – singer Sarah Toscano, stylist Simone Furlan, and Petronio herself – shared their envy™ apple experiences across social media, igniting a buzz and further solidifying the fruit’s status as a must-have luxury item.
The design competition was overseen by Marco Rambaldi, selected by Vogue Italia, and challenged over 60 Istituto Marangoni Milano Design students to create the ultimate envy™ my bag, reflecting both the fruit’s luxurious character and Rambaldi’s distinctive style. Mustafa’s winning envy™ apple bag stands as a testament to this innovative collaboration and the envy™ apple’s transformation into a true fashion icon.
“The envy™ apple is the pinnacle of natural luxury,” said Benjamin Laimer, Head of Marketing of VI.P coop. soc. Agricola. Hannes Tauber, Head of Marketing of VOG, ‘Home of Apples’ shared “Our collaboration with Rambaldi, Vogue Italia, Istituto Marangoni Milano Design, and marketing partner Grey Italia, culminating at Milan Fashion Week allows us to showcase this luxury in a new and exciting light, demonstrating that even the simplest pleasures can be elevated to an art form.”
Grey Italia Chief Creative Officer, Francesco Bozza shared “In today’s world, it’s essential to surprise and delight. This unexpected partnership between a premium fruit and a high-fashion designer creates a buzzworthy moment that resonates with everyone’s desire for something special.”
About VOG, VIP, and envy™
In the heart of South Tyrol, VOG and VIP unite thousands of dedicated family farms, where generations have nurtured the land with passion. Together, they cultivate exceptional apples like envy™, bringing the unique taste of their orchards to the world. To learn more visit: www.melaenvy.it
About Marco Rambaldi:
The brand Marco Rambaldi was founded in 2017 in Bologna, where the story of inclusion, upcycling, and gender-bending began.
In an era of mass production where quantity triumphs over quality, we believe in people and their ideas. Kindness is the weapon that will save us. Our mission is to find excellence in materials crafted by the skilled hands of Italian artisan workshops and share it with the world. Marco Rambaldi offers a total look with a focus on knitwear.
Made in Italy is finally reinterpreted in its cultural context, not used merely as a synonym for quality; it is the matrix of creative strength, not its goal. Because only by recovering what is undeniably old but belongs to us will we be able to understand where we come from and what kind of world we want to build.
About Grey Italia
Grey’s mission is to create Famously Effective ideas that move people, business, and the world forward—harnessing the power of creativity to solve business problems and deliver growth for the world’s most influential brands and companies such as Procter & Gamble, Haleon, Kellanova, and The Coca-Cola Company. From Milan, Grey’s Italian studio manages domestic and international clients including Mediaset, Edison, Sofidel, Honda, and Aldi. Grey is part of an international family of autonomous agencies with shared values and an independent mindset, backed by WPP (NYSE: WPP). In recent years, Grey has won a Grand Effie in every market it operates; Newsweek (2023) named Grey a Top 100 Most Loved Workplace, and in 2024 was ranked a top 10 Network by the Cannes Lions International Festival of Creativity.
