2025/02 KHAITE at Antonia – SS25
Details:
KHAITE at Antonia
Spring-Summer 2025
Via Sant’Andrea 10, Milan
Review:
by Peter Hamer
february 27, 2025
KHAITE has been on my fashion radar for a while now, even though in Europe the brand operates primarily through department stores and multibrand outlets (so, no directly operated retail here). Yet this doesn’t mean the brand can’t speak just as powerfully when showcased in a different container. I was invited to the Milan event at Antonia in via Sant’Andrea, one of the lucky few Italian stockists of KHAITE, to see the SS25 collection takeover—a special display running from February 27 to March 5, complete with window presentations, two main rooms, and an accessory area.
Antonia is a striking store with a personality all its own, and that can be a challenge for any brand takeover. In a collaboration, each side needs to share the spotlight, and KHAITE—stepping further into a softer, more “earthy” aesthetic this season—managed to hold its own. As Nicole Phelps wrote in her Vogue review, “Cate Holstein is defining how affluent style-conscious types want to look now: polished, yes, but edgy rather than pretty.” This lighter side was on display in Milan, but there was still plenty of that dark glamour that first captured everyone’s attention. The overall result? It drew the right people, the right energy, and, from what I saw, both Holstein and Antonia looked genuinely happy.
To keep its identity strong—even in a space it doesn’t fully control—KHAITE relied on a true visual merchandising essential: use what you already have. With barely any additional props, they let the product do the talking and leveraged Antonia’s existing architecture. It’s VM 101: group and balance pieces, create a flow, and tell a story so clearly that customers understand it on an emotional level without exchanging a single word. This resonates with my own “stop making displays” philosophy: why invest in costly extra elements when location, merchandise, and a well-matched partner can deliver a powerful message?
The notion of choosing the right partners extends beyond temporary takeovers. KHAITE’s new standalone retail stores—already open in Dallas’ Highland Park Village, on Madison Avenue in New York, and at Costa Mesa’s South Coast Plaza—were designed by Holstein’s husband, Griffin Frazen. As Holstein shared in WWD, “It definitely feels like a family business now,” underscoring how crucial it is to collaborate with people who share your vision for beauty, style, and brand integrity. Whether inside your own boutique or at someone else’s, the right synergy makes all the difference.
Ultimately, this Antonia event demonstrated how well KHAITE can flex its brand codes in a retail space it doesn’t fully own. The collection breathed, the store glowed, and everyone came away with something valuable. That’s the real power of a strong VM approach, and it’s proof that well-chosen partners, clear brand storytelling, and an unwavering commitment to product can create an impactful experience—no matter who holds the keys to the front door.
https://www.vogue.com/fashion-shows/spring-2025-ready-to-wear/KHAITE
https://wwd.com/fashion-news/fashion-features/KHAITE-cate-holstein-new-york-influence-favorites-1236541883/
