Why Invicta is one of the longest-running icons of Italian pop culture From Italian youth cultures to the world

During the 80s, a new generation of Italians began to dominate the youth culture scene – a generation eager for novelty, technical and social advancement, adventure and expansion of all horizons, geographical and otherwise. It was a generation that found its symbol in the paninari, those young people who abandoned the wool coats of their fathers to convert them into flamboyant duvets, who changed the old leather folders with nylon backpacks and baby carriers and began to look beyond the borders of their region and dream of trips abroad,  the white weeks, the exploration of new cultures. An entire cultural process that Invicta followed step by step, starting at the beginning from accessories for skiing and mountaineering, but soon expanding into lifestyle and entering the daily life of all young Italians, becoming one of the first lifestyle brands in our country.

Finally, the Trend line is the boldest of the new collection, designed to maintain functionality while evolving mood and silhouette towards new volumes and stronger and maximalist colors - the latter is perhaps the part of the new New Vision collection in which contemporary inspiration and style are felt with greater force. All three lines appear as separate but remain related to a common inspiration that is the classic one of Invicta, betting on technical innovations such as Thermore padding and eco-furs, and renewing the brand's commitment in the field of sustainability. The most striking sign of the cohesion of the brand's new vision is, for example, the matchability of backpacks and clothing – an extension of the idea of total look that gives the measure of the breadth achieved by the brand's lifestyle vision.