Add SS24 presents the new collection during Milan Fashion Week

For SS24 – Spring Summer 2024 Collection, add® brings lightness to life through an artistic installation at Dazi, Milan. Underpinning the brand’s ethos, the technology-driven weightlessness of its outerwear will be told through a new visual language: suspended garments as if floating on air, diffused lighting to add a touch of translucency, with undulating breezy movement created through mechanical ventilators. A representation of the functional and the buoyant.

In this way, add® further showcases the intersection of performance technology with contemporary design. Guests are invited to explore this freedom — just as the pieces in the collection allow the adventurer to do the same —simultaneously becoming a part of the story as they wander at will through the installation.

A testament to add®’s quest to continually innovate and captivate.

About add®

add® was born in 1999 with the desire to transform the vision of the down outerwear: from a product aimed at responding only to practical needs to an aesthetically relevant element of the wardrobe.

This intention has led the search for fabrics and types of down-processing capable of allowing the creation of breathable and comfortable garments that could be, at the same time, superlight and refined in the design.

The add® men’s and women’s collections are designed to embrace different styles, from minimal moods to more conceptual forms, in the desire to develop a transversal concept of elegance.