From Milan to Seoul: La piscine reinvents contemporary womenswear

Launched in 2024, La piscine is a Milan-based womenswear label turning heads in the fashion industry. Founded by the duo behind Halfboy, the brand blends clean design, subtle edge, and sharp pricing—quickly catching the attention of major retailers like Harvey Nichols and Le Printemps. Still relatively unknown to the public, La piscine is gaining momentum for its smart, contemporary aesthetic—even amid a global market slowdown.

La piscine unveiled its first Autumn/Winter 2025–2026 capsule in February and instantly landed in over 30 top-tier multi-brand retailers. Buyers from Printemps in Paris, Harvey Nichols in Hong Kong, Beymen in Istanbul, and La Rinascente in Milan snapped up the collection. La Rinascente invited the brand to launch a pop-up store this September. The 60-square-meter space will run for one month on the fourth floor, next to names like Isabel Marant and Zimmermann.

Stylist Alice Moraschini and manager Giovanni Muracchini lead the brand, both as partners in life and business. The duo founded Halfboy in 2019 through their company Golden Eggs. That label, which reimagines masculine tailoring for women and explores experimental denim treatments, quickly took off. In just five years, Halfboy grew from €500,000 to €7 million in annual sales, with 80 international stockists and consistent triple-digit growth—until 2024, when sales increased by only 40%.

“We experienced explosive growth until last winter,” said Muracchini. “But we relied too heavily on department stores and e-commerce. Then the market shifted. Even high-end shoppers started focusing more on price, and that forced us to rethink our approach.”

They restructured their entire supply chain to reduce costs while preserving quality and design. Larger order volumes gave them new bargaining power. They moved production for loungewear, cotton pieces, and sweatshirts to Portugal, cutting prices in that category by 30%. For pieces still made in Italy, they brought prices down by 10 to 15%.

As demand grew in the U.S., the company opened a new American subsidiary. Today, the Milan-based label runs two showrooms—one in Milan, the other in Paris—and employs a team of 20.

From day one, Moraschini and Muracchini built La piscine on the idea of strong design paired with smart pricing. “Halfboy sits at the entry-level of luxury—high-end products, but priced at half or even a third of what major French houses charge,” said Muracchini. “La piscine plays in a smarter contemporary space with a bold, clear identity. The early response proved that we’re hitting a sweet spot in the market. This is exactly what big buyers are looking for right now.”

“I wanted to create a style that feels classic and minimal—but never boring,” added Moraschini. “Each piece includes thoughtful details, a creative spark, and a practical touch. The color palette stays neutral, with subtle pops of color, so everything is easy to mix and match. The collection works for every generation—from daughters to mothers. It’s a flexible wardrobe designed for real life.”

Moraschini named the label after Jacques Deray’s 1969 film “La piscine,” starring Alain Delon, Romy Schneider, and Jane Birkin. Set on the French Riviera, the film captures the very essence the brand reflects—elegant, summery, chic, and effortlessly cool.

The collection mirrors that mood. It blends precise tailoring with relaxed silhouettes. Think oversized blazers with tuxedo-style satin lapels and cinched waists. Grey wool dresses feature lace details and open backs. Flared trench coats offer structure, while casual elements balance the lineup—like fitted fine-knit tops, a reversible button-down shirt, or a sky-blue striped maxi-shirt paired with a matching belt to transform it into a mini dress.

La piscine keeps the lines clean and intentional. One nylon bomber takes on an oval shape. A windbreaker doubles as a shirt. A navy poplin-and-nylon raincoat turns into a dress. The label focuses on detail: a jacket with a sharp back slit; a cropped shirt edged with metallic threads that ripple around the collar; or tailored shorts with a front pleated panel that mimic a miniskirt.

The team priced each item to strike a balance between quality and accessibility. Jackets range from €350 to €500. Tops go for €120 to €250, shirts from €150 to €300, dresses from €250 to €400, pants from €150 to €300, and trench coats from €290 to €600.

“We built La piscine around price,” said Muracchini. “That ruled out producing in Europe—especially not in Italy, where costs are sky-high for young brands. Prototyping, dyeing, and manufacturing in Italy just aren’t sustainable for us.”

Instead, they looked to South Korea. They relocated all product development, manufacturing, and logistics to Seoul and its surrounding areas.

“South Korea has incredible creative energy. You’ve got a booming retail scene, exciting indie brands, a powerful beauty sector, and cutting-edge digital platforms. That creates a full-circle ecosystem,” said Muracchini. “There’s a network of small workshops and artisans who understand exactly what you want—and deliver it. And yes, their prices for labor and materials are far more competitive.”

“They set trends,” added Moraschini. “Today, South Koreans influence fashion the way the Japanese did a generation ago.”

South Korea’s trade agreements with many countries gave the brand another edge. “If we fully optimize local production, we’ll cut tariffs too,” said Muracchini. “That’s the goal—but let’s be honest, it’s not simple. We’re still a family-run brand… with all the complexity of a multinational.”