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Fiorana launches on-line denim boutique for Latinas

May '08
After much success at the WWD MAGIC Fashion and Apparel Expo in February, Colombian jean manufacturers, Michael Braden and Juliana Ramirez of Fiorana Inc., have finally launched fiorana.com. The bilingual e-commerce site is the exclusive home of Fiorana's denim collection for Latinas, and it couldn't come at a better time.

Research done by the Pew Hispanic Center earlier this year indicates that 78 percent of English-dominant Hispanics and 76 percent of bilingual Hispanics are currently surfing the web, which makes Fiorana.com the perfect one-stop shop for today's fashionable Latina.

"Fiorana.com is designed to be that coveted lifestyle boutique that every Latina dreams of," says Mike Braden, Founder and President of Fiorana, Inc. "We recognize that our shoppers have a difficult time finding denim with their shape in mind, and we provide an outlet where they can buy with confidence that the jeans will be a perfect fit."

The launch of the Fiorana site also marks the release of the brand's summer collection, which is full of brightly-colored premium denim skirts and capris, along with the company's signature flower-embroidered jeans.

Co-founder, Juliana Ramirez, a native Colombian, describes the collection as being directly influenced by her Latin culture. "The Latina look is everywhere for summer, especially with the bohemian, hippie trend. It all comes from my people, from my heritage."

While Fiorana's main goal is to provide a sexy, sophisticated premium jean that flatters the feminine curves of American Hispanic women, the company doesn't want to discourage non-Latinas from trying their product. "Our collection is not about the "rear", it's about the fit and attitude," Ramirez says. "Every confident woman looks great in our jeans."

Fiorana's summer collection is now available online and at select boutiques across the United States.

Fiorana Inc

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