100% Capri En Vogue For A Summer In Europe

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Thomas Herd   Contributor

100% Capri En Vogue For A Summer In Europe

Photo: Antonino Aiello

100% Capri Founder and Designer Antonino Aiello

With Covid lessening its grip on society, travel restrictions easing and summer settling in, all eyes are once again on the most coveted destinations Europe. And among trendsetting locations, such as St. Tropez, Mykonos, Capri and Portofino, a new force in luxury fashion is defining summer style.

For well-heeled consumers, the premium linen brand 100% Capri represents what is desirable about summering in Europe—airy, sensuous, and artful elegance and sophistication with a vibe that is now accessible to luxury consumers pretty much for the first time since Covid hit.

Designed by renowned philanthropist Antonino Aiello, 100% Capri has seen rapid retail and online growth in the months leading up to summer while satellite stores have expanded worldwide to cover boom markets like Dubai and Miami.

Aiello decided in investing in the seaside communities where his label is flying off the racks. In Capri, Aiello has dedicated a portion of 100% Capri's revenues to local civic institutions that keep the towns running during the off season (and during the pandemic).

As Entrepreneur Magazine went on to elaborate, “Aiello believes that prominent Capri business owners have to offer prosperity feedback loops from the private to the public sector in Capri, that can spread the influx of wealth the Island expects to receive post-Covid back into the Island’s administrative systems to enable Capri to make a full return to its pre-pandemic brilliance.”

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Thomas Herd   Contributor

I am the Founder & CEO of one of the fastest growing digital marketing agencies globally, T1 Advertising, Forbes Magazine Digital Marketing Columnist and Business Council Member, and a shareholder in the magazine of L’Officiel USA Magazine.