Avril8790

The new brand Avril8790 born from the ideas and the collaboration of Francesco Menci and Maria Elena Sanarelli designers and brand owners.
Born and grow up in Arezzo on the 17th of April 1987 and 1990, after a period of one year in Milan and after a degree in History of Art at the University of Florence, they were able to use the productive/cultural heritage of Tuscany to create unique luxury accessories of quality.
They melt their two family background: the manufacturing of the precious metals (Francesco) and the production of high knitwear (Maria Elena), technically different, but both symbols of Italian quality inspired the creative process. The Avril 8790 products join the strength of the metal with the softness of knit. Jewels and bags that embody the fusion between tradition and innovation, accessories with clean volumes and geometrical edges both in the metal and in the knit: the two main material of the collections.
Maria Elena and Francesco put all their energy, passion and creativity in this project, combining also their interest for contemporary Art, which is the main inspiration for all the capsules and collections.
The concept from which they started, bases its foundation on the desire to create a product 100% Made in Italy paying particular attention to the research in art, technology and manufacturing. The products are made only with high quality material (brass certified with low content of heavy metals, nickel-free colouring, high thickness galvanization and viscose knit that can be dry-cleaned), innovative techniques (as Embossed to realize a 3D knit and CNC cuts for metal) and exploring continuously new designs. Every pieces is handmade finished. The mixture of colours and the brightness are the basis of the aesthetics of the product that combines the different shades of the metal (from light gold to ruthenium) to the nuances of the knit in a continuous exchange of references and colour contrasts.
In summary, in Avril8790 products tradition meet innovation and knit meet metal to create 3D 100% made in Italy design jewels and bags, similar to pieces of contemporary Art.
Maria Elena and Francesco worked hard in these years in spite of the crisis, with great courage and now they managed to achieve their reinterpretation in an avant-garde key of the tradition of Italian artisanship school: the hot of the knit tradition, meet the coldness and the sharpness of the metal one. The knit shapes the metal and adapts it to her in order to create fusion and art.

Avril8790 creates value from the union of opposite worlds such as tradition/innovation, metal/knit, male/female, bi-dimensional/three-dimensional, hard/soft, high Art/everyday life. The fusion of elements at the antipodes recalls the concept of Alchemy, the esoteric science whose first goal was to turn what is negative into what is positive by melting and transmutation. Thus, Avril8790 melts and shapes opposite materials to achieve artistic and original forms. Movement and dynamism, typical of Avril8790 objects, in Alchemy are represented by Water and the Blue colour, which is the main used in the Avril8790 knit. Water is a vital element, fluid and changeable, which adapts its appearance to its container, role in marked contrast to that played by the knit, which is indeed the content, but at the same time it is what moulds and redefines its own container. Once again from a contrast, from an opposition, arises a key concept of the Brand, the Blue Alchemy, the Blue Avril8790 colour, which transmutes from time to time applied to different shapes and volumes, that try to blow up from the flatness of modernity.
Avril8790 is a project born from a challenge, from the wish to test themselves, presenting to the market new shapes, new trends, new styles. Gradually the products of the first collection were born, that, viewed by experts in the field, have been so successful to give even more energy to the project and to led the creation of the new collection. As in 2014, when in Milan, some Italian conceptual designers and influencers gave an enthusiastic opinion to the early pieces. Or at the Super trade fair in Milan, in early 2015, when the buyers’ interest and trade press start speaking about Avril8790. Or as in September 2015 with the presence at the Premiere Classe trade fair in Paris, where also the interest of e-commerce turns on, a business relationship with Dubai opens, and especially with the selection of the Avril8790 clutch for the Premiere Classe Trend Forum.
This is Avril8790: accessories with a great visual impact, that join tribal and modern attitude. A style dedicated to a strong and dynamic woman, a warrior in the metropolitan jungle that loves new design, clean lines, defined geometry and contemporary materials.