Where it all started and what’s up now?
In 1947, Giuseppe Miroglio founded the Miroglio Group holding, within which, 38 years later, the Elena Miro brand was created. Interestingly, the initial brand's name was DAME, but soon Giuseppe changed it in honor of his wife, who took over as Creative Director. It is one of the first Italian companies to start producing plus-size women's clothing.
Currently, 300 official mono-brand boutiques have already been opened throughout the world, and the very first flagship salon in Moscow appeared not so long ago, in 2018. The boutique, located on the 3rd floor of the Vremena Goda Galleries, reflects the updated design concept and echoes the style of the brand's headquarters in Milan, with a predominance of light shades.
Philosophy and concept
In 2007, the President of the Italy, Giorgio Napolitano, honored the founder of the brand with the title of Chevalier, recognizing his contribution in freeing women from the stereotypes and clichés associated with appearance. The mission of the company is to create clothes for the most diverse women. The brand's collections vary from 46 to 62 sizes. Emphasis is placed on elegant silhouettes to accentuate the curves. The company is considered one of the trendsetters in the curve segment.
Elena Miro has nothing to do with fast fashion; it takes more than six months to prepare a single collection. Only high-quality fabrics such as silk, cashmere and angora are selected for production. The brand shatters stereotypes, showing that tight-fitting fashion items can suit a range of figures. The brand’s landmark is slim-cut outfits, however, each collection includes oversized models as well. The sophistication of style walks hand in hand with convenience. According to the designers at Elena Miro, comfort cannot be sacrificed for the sake of aesthetics. The fashion brand is composed of several lines and each collection features a timeless classic. Informal features create casual style for every-day wear. Their ‘Griffe’ line comes up with evening gowns while their ‘Whiteli’ line reflects a special charm found only in the premium price segment. Here, you can buy completely different fashion items: from a perfectly reserved suit made in basic dark colours to a romantic dress or, alternatively, a laconic t-shirt and jeans ideal for walking with friends.