Brama Group Expands in Beauty Category

MILAN — Brama Group is expanding in beauty. The European distributor of apparel labels ranging from J Brand and Frame to Equipment, Opening Ceremony and Norma Kamali, has partnered with the Muse & Heroine sales agency, which promotes a cherry-picked selection of international natural beauty brands. Thanks to the deal, Brama is the first European showroom network to feature a concept dedicated to niche, green beauty as it will be the exclusive distributor for all the brands represented by Muse & Heroine. The partnership intends to respond to the market’s increasing demand of integrating a beauty offering in high-end fashion retailers, as well as to facilitate the connection between emerging labels and consumers. “Change is now coming faster than ever and the fashion business is so closely intertwined with beauty,” said Brama Group’s chief executive officer Renzo Braglia. The executive noted that “the integration of this new luxury health and clean beauty phenomenon for fashion retailers is just at the beginning in Europe,” conversely to what happens in the U.S. Muse & Heroine’s founder Janine Knizia — who’s also the current creative director of the Fine Edge knitwear label launched by Brama in 2017 —confirmed Braglia’s words. Spending her time in New York and Los Angeles,

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