The luxury linen sector is ripe with innovation. From an AI-generated campaign for legacy Italian label Pratesi to a new wave of organic cotton at Boll & Branch, there’s never been a better time to stay in bed.
In its newest campaign, the 118-year-old Italian luxury linen brand Pratesi has embraced AI to create Casa Pratesi, a dreamy fictitious Italian villa. The innovative campaign is a collaboration with AI visionary Hajar Ali, who blended the precision of AI with the artisanal craftsmanship of Pratesi.
According to Jaime Jimenez, Vice President, Marketing and Communications U.S. and Europe for Pratesi, Casa Pratesi, stands as a testament to the luxury label’s commitment to redefining luxury living, “transcending mere utility to become integral parts of living art,” he told Ethos via email. “Inspired by Italian aesthetics, Casa Pratesi bridges the gap between the tangible and virtual realms, encapsulating centuries of rich history and culture. It’s a fusion of tradition and innovation — an exquisite canvas where linens breathe life into the very fabric of the villa.”
Ali, who is known for her unique genre of art called “Reverse Orientalism,” programmed the villa with a deep understanding of Pratesi’s design principles and heritage, creating a living canvas that enhances the luxurious nature of the linens. According to Jimenez, the fusion of AI-generated imagery with Pratesi’s iconic linen collections reinforces the brand’s reputation. It also symbolizes the legacy label’s commitment to evolving; the move comes after a hiatus and relaunch in 2022.
Luxury linens reimagined
Since its founding in 1906, Pratesi, based in Florence, has been synonymous with luxury linens. The beloved label, whose customers past and present include Elizabeth Taylor, Coco Chanel, Andy Warhol, and Stella McCartney, was acquired by Sferra from J2 Brands Group in 2020.
Since the relaunch, the label’s first priority has been ensuring the product was created with the “best of everything,” Jimenez says, “true to what Pratesi represents as a brand.” This means the best Italian artisanry, the highest quality raw materials, the most beautiful designs, and, Jimenez says, are all manufactured “with the same attention to detail in Italy as it has for the past 118 years.”
The label brought back legacy designs along with new designs to keep Pratesi moving forward with modern styles. For Pratesi, this means sourcing and working with the finest and most exclusive Egyptian cotton available as well as the most skilled artisans in their craft. “Our skilled weavers, embroiders and cutters, all based in Italy, as they have been since our founding in 1906, are highly trained in their respective fields,” says Jimenez. “Some of these artisans coming from a long line of expert artisans which have been passing these skills for generations.”
Pratesi manages the process of production from start to finish. From weaving of the fabric, to cutting, sewing, and embroidering every piece, the process is hand-held along the way. “Each piece is individually crafted in a bespoke manner, allowing for every detail to be as precise as possible, while still keeping in mind, that each hand is slightly different so the personal touch may allow for small character differences making each piece ever so unique,” Jimenez says. “Our pride in this craftmanship is the reason we embroider each piece with the Pratesi name. We also pride ourselves in making every piece, from the linens to the labels, and even the gift boxing, in Italy, remaining true to our original roots.”
Following the relaunch, Pratesi has expanded its presence with a boutique at Harrod’s in London. The U.K. luxury bedding market is seeing significant growth, according to a trends report published last month. According to CoherentMI the sector is valued at an estimated $94.2 million this year, growing at a 4.4 percent CAGR to reach more than $132 million by 2031. The rise is driven by an increasing awareness of the importance of getting quality sleep, the report noted. Jimenez says Harrod’s has a long history with Pratesi. “[F]or us it was an obvious choice as our first international partners.”
Pratesi also and added availability at Bed & Bath in Hong Kong and Woods Fine Linens in Harrogate, U.K. as well as relaunched its flagship store in Palm Beach. The label’s Palm Beach clientele are quite familiar with the collections and many have had Pratesi in their homes for years, “they think of our linens as heirlooms,” says Jimenez. “It made perfect sense to open our first flagship store in Palm Beach and continue the ‘love story’ between Pratesi and the Palm Beach community.” It also relaunched its e-commerce as the first channel of distribution before adding its carefully selected specialty retail partners, Jimenez says. “It has always been important for us that the brand’s message be conveyed of what a truly special luxury linens house it is by showcasing all the details of the brand from the beautiful embroideries to the luxurious jacquard.”
Boll & Branch’s Summit Supima
The campaign comes as U.S.-based luxury linen producer Boll & Branch has unveiled its first ultra-luxury bedding collection, Summit Supima, crafted from 100 percent organic cotton grown in the United States. This latest offering aims to redefine standards in the industry by introducing a new level of comfort and quality.
The Summit Supima collection is made from a rare species of American-grown, extra-long staple cotton, which accounts for less than 0.01 percent of the world’s cotton supply. This cotton is sourced from Texas farm. “We use very rigorous criteria for sourcing materials, and I’m so proud we found an extremely special and rare species of organic cotton in Texas that meets the high standards Boll & Branch is known for,” Missy Tannen, Founder and Chief Product Officer at Boll & Branch, said in a statement. “With the expertise of our incredible artisans, we harnessed the unique attributes of this extra-long staple fiber, creating a first-of-its-kind fabric. Summit Supima offers a level of softness, smoothness, and luster that has never existed in bedding, and is only made possible by our relentless attention to every detail.”
Fashion designer Prabal Gurung recently used the Summit Supima fabric for the atelier gown worn by Maria Sharapova at the 2024 Met Gala. Gurung described it as the “finest, most luxurious organic cotton” he had ever touched.
The launch of Summit Supima coincides with Boll & Branch’s tenth anniversary and the release of its 2024 Impact Report. The report details the brand’s innovations, commitment to sustainable and responsible practices, and future goals for advancing the bedding industry.
Related on Ethos:
