by Sara Muzi

MONACO. Monaco equals “joie de vivre”. From her towering cliffs, glorious harbours and luxurious hotels this city state entertains its visitors with prestigious Festivals, Games, Grand Ball and Galas, Awards Ceremonies and Conferences. A cornerstone for a glamorous riviera lifestyle where the rich and famous have indulged in the belle époque casinos and busy casino square, Monaco has undeniably become a place for “influencers” to share their experience with their loyal followers.

This is without a doubt the place to gather influencers from around the globe to participate in their very own ceremony, like the Oscars, entirely devoted to these new stars of the web. This is where the adventure began … Monaco represents for all: glamour, prestige, luxury, the “French Riviera” known to all with its Mediterranean, and its green nature. No other place in the world offers a quality of life like Monaco. Its small size also makes the organisation much easier than elsewhere.  It’s all Monaco that was preparing to receive all its guests for the event of the year. For the influencer awards first edition, Monaco has welcomed the most influential talents from the web for an unforgettable weekend and on the 7 October evening,  the much anticipated “Red carpet” gala took place, a ceremony rewarding influencers in ten categories. The Monaco Ambassador was Pauline Ducruet, daughter to Princess Stephanie of Monaco. Pauline has been blessed with rare fashion sense. You would have too, had your grandmother been Grace Kelly! Fashion runs deep in the Grimaldi women’s blood. Pauline was a former professional diver at the youth olympic summer games in Singapore in 2010, at 16 only. Endowed with indisputable charm, it was an honor to have as IAM’s ambassador the face chosen by Lancaster in Asia in 2014.

It was a dive in the life-style and a passion. After three years at the Istituto Marangoni, a fashion and design school renowned in Paris, she studied at the Parsons School of Design in New York, where she acquired the new skills required by the high fashion world. Inspired by the simple and sophisticated look of her grandmother, the iconic Grace of Monaco, she created her own clothing line that is on the verge of making it’s public debut. As for Public Relation, another star shined, Maureen Kragt. Raised in Monaco, this visual content creator and freelance writer splits her time between London and Los Angeles. She was introduced to the influencer world when she started her own blog which she runs today just like a magazine. Focused on lean start up projects, her role is to craft and mantain positive image for brands.

“Fashion is what creators offer you four times a year, and style is what you choose.” she said. It is hard to say who was her first style Icon, since she grew up in Monaco, surrounded by so many others. Her love affair with fashion began at a very young age and was driven by many of what are considered Hollywood icons like our very own Princess Grace Kelly. People like Edie Sedgwick, who was the well known muse of Andy Warhol. Twiggy who overnight became the face of the 60s. Jackie Onassis who was a regular on the shores of Monaco. Audrey Hepburn the champion of chic Capri pants and ballet pumps. With Time,Mureen Kragt built her own identity which shines through on her blog today. For the first edition of the IAM-Influencer Awards Monaco, in the elegant seaside setting of the Meridien Beach Plaza in Monaco, more than 300 guests from all over Europe attended the award ceremony for the most influential digital characters of the Web. Some of them are already known on the social network. “Influencers” are always present in fashion shows, immortalized by selfie and photo-shoots, inexhaustible to follow the latest trends. We must follow them to keep abreast of the latest news of the season and with the latest collections. The trends of Spring/Summer 2019 blossom on the cat walk, bringing a breath of freshness and abandoning themselves to sporadic excesses to arouse emotions, thus declining fashion and entertainment. As an adult, the woman Spring/Summer 2019 combines a soft languor and a resolute temperament with a relaxed conscience. The joy of living becomes the purest expression of contemporary femininity to fight the boredom of uniformity, banality, and to continue to dream.

Byblos’ contemporary femininity fights the boredom of uniformity

The super stretched cycling pants combine with flowing shoulders and blazers (Blumarine, GCDS, Roberto Cavalli, Mugler, Céline), pleated skirts and blouses from the classical repertoire are an inspiration to reinvent the modern (Valentino , Balmain, Chloe). Covered with bold shapes, tops harmonize with skirts and pants with a minimalist cut (GCDS, Daizy Shely, Hermès, Altuzzarra). Even floral patterns and pinstripes make their appearance under the banner of dusty colors and measured embroidery to draw the tailoring and multilayer look of the holiday style (Moschino, Ermanno Scervino, Etro, Givenchy, Chanel, Louis Vuitton, Giambattista Valli, Stella McCartney). Mini dresses (Versace, Fausto Puglisi, Alexander McQueen, Céline) and lady-like twin sets of skirts and cardigan, rediscover the confident elegance of white and beige, alongside the ubiquitous shades of the ecru, aquamarine and camel (Fendi, Max Mara, Marni, Preview, Chanel, Chloe, Christian Dior).

New floral patterns by Ermanno Scervino

Denim is an important ally for composing contemporary looks that focus on veiled sensuality by combining it with fluid and transparent dresses (Elisabetta Franchi, Byblos, Iceberg, MSGM, Cristiano Burani, Ac N. 1 Miu Miu, Alexander McQueen, Junya Watanabe, Balmain, Isabel Marant), while the trench, long and light, is worn with fluo and lurex texture, for an actiwear style that distinguishes them as a must-have dress, essential of the season (Emporio Armani, Simonetta Ravizza, Moncler, Salvatore Ferragamo, Byblos, Maryling, Balmain, Ann Demeulemeester).

Essential detail of new beauty and style by Genny

Halfway between the urban and the romantic, decorations become iconic details for elegantly transforming haute couture garments into street-style outfit (MSGM, Dolce & Gabbana, Alexander McQueen), while almost essential clinical volumes of costumes and jackets, create uniform silhouettes, above all functional (Fila, Giada, Jil Sander, Sacai, Hermes). The pants assume a more decisive femininity. Dynamic, halfway between the Cargo and the colonial style, they are perfect either at work or at night, with great versatility of use (Alberta Ferretti, Giorgio Armani, Missoni, Givenchy, Agnona, Brunello Cuccinelli, Drôme). The simple yet innovative necklines, U-shaped (Prada, Y / Project), linear and asymmetrical (Max Mara) or draped (Mario Dice), claim a leading role and become the essential detail of new beauty and style. There is a growing desire for freedom and color in its most eccentric fluo shades, as well as technically sophisticated vinyl fabrics, which strongly interpret the desire for self-determination and movement of the Spring/Summer 2019 women (Versace, Philipp Plein, N21, Antonio Marras, Annakiki, Balenciaga, Celine, off-white, Maison Margiela, Marine Greenhouse, Daizy Shely). There is also graphics, ranging from art-oriented to print, classic animal and monogrammed logos on bags (Louis Vuitton, Stella Jean, Elie Saab, Loewe, Rochas, Gucci). The logos, if previously hidden inside for an ethics that preferred to hide rather than flaunt in the name of some good taste, now take a prominent place and dominate social media as representatives of an aesthetic subversion (Fendi, Louis Vuitton).


Modern interpretation of classic plissé by Givenchy

Freedom as power is no longer a consensus, this is the message of the new collections Spring/Summer 2019 that combine romantic elements and stolen details to activewear in a progressive set that gives satisfaction and marks the trend. 


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