Gigi Hadid-Approved Indie Brand Collanine Colorate Steps in the U.S.

MILAN – Italian indie label Collanine Colorate, which has attracted a loyal local following thanks to its colorful beaded necklaces is landing Stateside — with a little help from Gigi Hadid.

The brand founded by Lorenzo Franchini and Giacomo Giovagnoli is opening pop-ups at Hadid’s Guest in Residence stores. The first will run at the brand’s Los Angeles outpost from May 21 to 23, to be followed by one at the New York location from May 27 to 29.

The activation is the evolution of a partnership that sparked organically between Collanine Colorate and the fashion label Hadid established in 2022. 

In an interview with WWD, Franchini recalled the serendipitous moments that led to the tie-up. These included the mutual connection with Margherita Moro, the Italian stylist that has worked on Guest in Residence campaigns and opted for Collanine Colorate’s necklaces to accessorize the brand’s ready-to-wear looks, with a preference for the ones embellished with pearls and seashells that fit with the label’s aesthetics. The Italian marketing manager of Guest in Residence also consequentially reached out to Franchini and Giovagnoli, putting forth the idea of doing trunk shows as she saw they had an effervescent pop-up activity in Europe.

To be sure, after unveiling its first Milan flagship in the elegant residential area of Via Mameli in 2024 and setting up a series of itinerant temporary stores across Italy, last year Collanine Colorate stepped abroad to test international markets via pop-ups in Madrid, Lisbon and Paris. Installed in December, the French store proved to be particularly instrumental, said Franchini, encouraging the cofounders to cross the pond too.

A further stimulus came from the sales of the brand’s online store. The U.S. and France are the top-performing international markets, said Franchini. He declined to disclose total sales, but said that these grew 20 percent in 2025 versus 2024 and projected a similar increase for this year.

The digital-native label, which is named after a naïve moniker translating into English as “Colorful Little Necklaces,” launched during the pandemic and is best known for its multicolor necklaces meant to be stacked and triggering childhood nostalgia with their simple beading technique. Its growth was initially driven by word-of-mouth and targeted placements on local influencers, but the brand gradually increased its reach thanks to its artisanal creations imbued with a sense of spontaneity and its approachable price point. Franchini and Giovagnoli soon expanded their offering with pearls, shells, glass beads and polished hard stones, elevating the perception of the label.

In the U.S., Franchini and Giovagnoli will bring a selection of their bestselling pieces, led by the seashell-centric ones that frequently appeared on Hadid and her models. The signature sun-shaped, gold-plated pendant that has become a favorite among Italians for featuring “Il Sole Dentro,” or “The Sun Within” in English, engraved on the back and silver collection introduced last year will add to the higher-positioned pieces that Franchini is confident will attract the American consumer.

“I think they will go for the boldest pieces, the more unusual ones, which maybe Italians are shier to approach also for budget reasons. I don’t see prices restraining American consumers,” he said, pointing out as an example the seashell necklaces retailing between 100 euros and 150 euros versus the entry price of roughly 30 euros for the basic styles.

“In Los Angeles especially, they are accustomed to this type of aesthetic, product and the stacking philosophy. But what we’re bringing to the table is a Made-in-Italy product intended to last more than a season and a different storytelling,” said Franchini.

Pieces from the Origins capsule crafted in wood and leather, including eyewear pouches to carry around the neck, will also be part of the assortment at the Guest in Residence pop-ups. These will mark the official launch of the brand in the U.S., after it quietly stepped into market through five concept stores earlier this year.

To further explore business opportunities, the brand will also attend the Cabana Show, which runs in Miami May 30 to June 1 and targets resort and travel lifestyle brands, which is in tune with Collanine Colorate’s summery ethos and past activations.

The company is on the move on its home turf, too. This month it opened its second store in Cervia, a seaside resort town the Emilia-Romagna region, where the cofounders hail from. The move had both a sentimental value and business potential considering the traffic expected for summer. “The first weekend went way better than we expected,” said Franchini, underscoring that the 323-square-foot unit is attracting both new and loyal consumers who prefer the brick-and-mortar experience to the online one.

After a recent pop-up in Rome, Collanine Colorate will also launch a temporary store for roughly two months at the coastal area of Cinque Terre, in Italy’s Liguria region. 

Next month, the brand will also unveil the extension of its Milan flagship, dubbed “Casa Collanine.” The brand will double its 538-square-foot retail surface in the city taking over an adjacent space, which it previewed by showcasing fellow indie brands. The permanent project aims to house Collanine Colorate’s customization and tailor-made services; accommodate a hospitality area replete with a café, and stage the many events of the brand, as it frequently launches workshops and collaborations with other parties, both for commercial purposes or featuring a charity bent. In the past, these have included the likes of Douglas, Coccinelle, Havaianas, Harmont & Blaine, Paula’s Choice and Victoria shoes.

Franchini teased the upcoming collaboration with made-in-Tuscany footwear label Flòwze. Launching at the end of the month, the capsule collection will include two styles of sandals embellished with beads and shells and matching necklaces, available to purchase separately.