envy Apple Redefines Luxury at Milan Fashion Week: The Most Coveted Accessory Isn’t What You Think

Luxury took a delectable bite out of Milan Fashion Week 25/26. envy™, the premium super sweet apple cultivated in Italy in South Tyrol and other countries around the world, made a striking statement as the season's most unexpected luxury item. On February 26th, the Marco Rambaldi show captivated audiences with a groundbreaking fusion of high fashion and natural elegance, placing the envy™ apple at the very center of its narrative. 

Model and songwriter Giulia Petronio graced the runway carrying the envy™ my bag—a unique, handcrafted accessory exquisitely fashioned by Istituto Marangoni Milano Design student Mahra Mustafa, the first-prize winner of a prestigious competition. It features subtle, deep red braided leather and a graceful envy™ pendant, perfectly complementing Rambaldi’s collection and underscoring the envy™ apple’s elevated status.

"The envy™ apple is elegant, an unexpected beauty, and represents a pure, natural luxury, and I loved exploring how this could translate into a high-fashion context. The creation of the bespoke envy™ my bag allowed us to elevate the apple to a true object of desire and to discover how fashion and nature can merge and learn from each other."

Rambaldi further enhanced the sensory experience by choosing the open, airy Mercato Floricolo space for his show. A specially curated culinary experience showcased the envy™ apple's distinct flavours in a series of delectable dishes. 

Amplifying the experience, prominent Italian influencers – singer Sarah Toscano, stylist Simone Furlan, and Petronio herself – shared their envy™ apple experiences across social media, igniting a buzz and further solidifying the fruit's status as a must-have luxury item. 

The design competition was overseen by Marco Rambaldi, selected by Vogue Italia, and challenged over 60 Istituto Marangoni Milano Design students to create the ultimate envy™ my bag, reflecting both the fruit's luxurious character and Rambaldi's distinctive style. Mustafa's winning envy™ apple bag stands as a testament to this innovative collaboration and the envy™ apple's transformation into a true fashion icon. 

"The envy™ apple is the pinnacle of natural luxury,” said Benjamin Laimer, head of marketing of VI.P coop. soc. Agricola. Hannes Tauber, head of marketing of VOG, ‘Home of Apples’ shared “Our collaboration with Rambaldi, Vogue Italia, Istituto Marangoni Milano Design, and marketing partner Grey Italia, culminating at Milan Fashion Week allows us to showcase this luxury in a new and exciting light, demonstrating that even the simplest pleasures can be elevated to an art form." 

Grey Italia chief creative officer, Francesco Bozza shared "In today's world, it's essential to surprise and delight. This unexpected partnership between a premium fruit and a high-fashion designer creates a buzzworthy moment that resonates with everyone's desire for something special."