My job is not only to create new products. I often have to modify the look of a successful line while maintaining its soul, which has become a cult collection.

This is the latest version of MD20. It’s one of our most long-lived collections and the one that has seen the most changes while maintaining its fil rouge: informality, lightness and functionality.

Masculinity and femininity are blended in the history of Italian customs modifying shapes, colors and the objects that fill our life.

The late 80s: MD20 was created to appeal to 20-year olds – hence the number in the brand name. It had a masculine, military style and anodized aluminum accessories. Mandarina Duck became MD, a more decisive sound.

The early 90s: strength and functionality appealed to career women. Our colors became bright and iridescent and the handles were made of glittery plastic. The line then became more delicate, the MD20 logo became rounder, the shapes became softer and transformed into a technical, yet amusing and playful, style.

21st century: Simplicity, essential lines and nothing superfluous. Squared, rigid and clean shapes for both the models and the accessories. Plastic and transparent trimmings to give a lightweight look and a very sharp, linear logo. Fabrics move from being iridescent to plain and satiny.

The world is in continuous evolution and the latest MD20 is playfully enjoying its new life. Design is the primary source of inspiration. Its shape has changed, it has a new front pocket, the logo is simpler and less showy. A contrast of full and empty volumes gives a lightweight look to the bag.

This informal, light and functional line crosses all fashion trends and invents new ones while remaining true to itself.
Here’s to the next MD20.

Technorati Tags: MD20, Roberto Mineo, bag

This entry was posted by Roberto Mineo Thursday May 31st, 2007 at 12:08
and is filed under Cult, Products
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