IdeaGeneration
Cooper Design Space Suite 600 (213) 892-8583
Luciana Brancorsini, owner of IdeaGeneration, said she believes in the power of personal relationships. That belief shows in everything from the lines she carries to the loyal staff she has gathered in her nearly 1-year-old showroom.
“I want to build good relationships and provide excellent product and good service in a nice environment,” she said.
The way Brancorsini describes her six lines—in great detail and with much gusto—reveals a personal passion that makes one wonder if she lovingly oversees every aspect of the creations that hang on her racks. Digging a little deeper reveals that, in some ways, she does.
The newest line to enter her showroom, Ujein, owes much to Brancorsini. “I loved the craftsmanship,” she said of Southern California designer Eugene Ong’s handmade knits.
Putting her money where her heart was, Brancorsini struck a deal with Ong, whose background is in architecture, and purchased the license to manufacture his designs in Italy. The partnership resulted in a line of women’s printed 14-gauge cashmere sweaters, slinky synthetic sweaters, and wispy crochet cotton skirts and dresses ($200 to $600 wholesale). A men’s line is in the works.
Featured prominently in Brancorsini’s showroom are Dondup’s high-end denim and linen lines for men and women. The brand is owned by her partner, Massimo Berloni, who imports the lines from Italy.
The men’s line features edgy chinos made from long-thread Colombian cotton ($95 to $120 wholesale), a linen blazer made on vintage machines ($150 to $400), and premium hand-distressed and reinforced denim ($110 to $230).
Dondup’s women’s line features everything from the premium “skinny-leg” denim favored by the likes of Jessica Simpson to leather belts, white denim miniskirts and muted-green military-inspired jackets. Wholesale price points for the women’s collection range from $51 to $550.
“Next season there will even be shoes and maybe even Dondup Baby,” Brancorsini said.
Other lines include Rhus Ovata +—a new collection of super-soft printed T-shirts, skirts and dresses designed by two sisters in Israel ($50 to $85)—and 525 America, which offers color-saturated cashmere sweaters, sequined shrugs and cotton hoodies cut to fit the younger set ($22 to $80). —Erin Barajas
