The meaning of fruit has always had different historical and emblematic facets, between that of fertility and vitality to that of decay and mortality. The Brand explores these concepts through prints and the plastic creations of three main fruits: grapes, bananas and watermelon.
Grapes, since ancient times, have meant fertility and youth. The banana, on the other hand, has always represented sex, death and freedom; and finally, the watermelon represents life and love. 

Also presented during New York Fashion Week was the collaboration between new AREA and Sergio Rossi who collaborated on a capsule collection celebrating a new kind of femininity.
Sergio Rossi is the iconic Italian shoe brand that with this collaboration expressed innovation but also loyalty to the synergy of heritage it has carried for years.