Frankie Morello's fall collection won't be produced

Coronavirus continues to hit independent designers hard as the economy has been upended. Frankie Morello is the latest brand to be subject to the impact of coronavirus as the brand has announced they will no longer be producing their fall 2020 collection.

“We have decided to suspend the production of the brand’s fall 2020 collection,” Stefano Di Nezza, general manager of FMM Srl, the company that operates the Frankie Morello label, told WWD. A year ago the brand decided to change all of their distribution network, aiming at more selective points of sale to raise the positioning of the label, however, due to coronavirus this “backfired at this particular moment as wholesalers are now worried to test a new project.” Although Frankie Morello has been able to add major retail partners, like Selfridges in London, the number of cancelled fall orders has left the brand with no choice but to temporarily cease production.

Creative director Damira Doma is expected to return to the label if they restart the collection for spring 2021. Frankie Morello plans to continue operating their store at Milan's Via Verri. The brand had originally planned to open other international locations prior to coronavirus, but now they are expected to focus more on their e-commerce. It is unclear how they manage to continue in the fall/winter without a collection produced.

FFM srl plans to continue backing Frankie Morello, which they bought in 2016, for the time being. Hopefully another one doesn't bite the dust from COVID-19.

photo: via frankiemorello.com