The basis of the brand's DNA is a gloomy, ponderous aesthetic balanced by clean cut lines and a bare minimum of decorative elements.
THE PERFECT BALANCE BETWEEN SIMPLICITY AND REDUNDANCY
The name of the Mavranyma brand combines two words: Greek mavros - "black" and Latin anima - "soul". Italian designer Elia Francinelli first showed the dark soul of his creations in 2012. Since then, he has presented collections of men's clothing twice a year: at first glance, these are very concise things, but their laconicism originates in the aesthetics of mysterious and ancient rites. These are connected with a cut of clothes which speaks for itself: non-opening collars and trapezoidal silhouettes. Francinelli himself describes the style of his brand as "the perfect balance between simplicity and redundancy".
MAVROS - «BLACK»
The brand was born in the village of Montefano in the province of Macerata, where all Mavranyma’s production processes - from the sewing to the silk dying – are carried out at the family factory. The fabrics, as befits an Italian brand, are all natural and of the highest quality, and any classic Milan brand with a hundred-year history might envy the fit of the shirts and trousers. However, the same might equally be said of the overwhelming majority of Italian brands.
ANIMA - «SOUL»
The basis of Mavranyma’s DNA is a gloomy, ponderous aesthetic balanced by clean cut lines and a bare minimum of decorative elements. The earlier Mavranyma collections openly referred to mysticism. As an example, Elia invoked the attire of Catholic priests almost to in its entirety, producing shirts with a Roman collar as worn by the clergy, turning this into the signature of the brand. Over time, such references went into the background, giving way to subtle semitones and hints. The influence of religious aesthetics is still guessed at in the dresses and jackets with their complicated fastenings, but things in general have become much more minimalistic, delicate and measured.
Ultimately, it is precisely this kind of clothing - restrained, but with character – that has become the Mavranyma brand’s strong point. The hoods on its light cardigans and the brutal decorative belts on the trousers are striking, figurative elements are employed in a very delicate manner, and the restrained core of Francinelli's collections will appeal to men and women desirous of coming into contact with avant-garde Italian fashion in its most laconic manifestation.
Elia has set Mavranyma in the context of contemporary visual art. The designer regularly invites talented filmmakers to shoot mini-films for the brand. Conceived as a golden mean between fashion photography and short artistic recordings, these films are finished aesthetic statements that best convey the essence of Mavranyma's severe and somewhat mysterious garments. They have repeatedly been shown at film festivals in Berlin, Rome and Milan.