ALV was launched by the founder of Prima Classe, the brand known for its world-map bags
![Lotte Home Shopping is launching ALV, a brand created by the founding designer of Italian luxury label Prima Classe. [Lotte Home Shopping]](https://wimg.heraldcorp.com/news/cms/2026/09/04/news-p.v1.20260904.5f850b50aab24d1e8b67b00125999c93_P1.jpg)
Lotte Home Shopping announced Friday it will exclusively launch ALV, an Italian total fashion brand.
ALV was founded in 2005 by Albiero Martini, the designer behind Prima Classe, the Italian luxury label known for its world-map patterned bags. The brand offers apparel, accessories and home goods, and is carried at more than 400 multi-brand boutiques across Europe.
Lotte Home Shopping signed a licensing agreement with ALV in April. The company plans to roll out the brand's fall/winter 2026 apparel and footwear first, then gradually expand into bags and other accessories.
The launch broadcast, running 70 minutes from 10:40 p.m. Friday, will feature the Travel Monogram Sneakers and the Pinta Pelle Jacket. The sneakers feature a pattern inspired by immigration stamps bearing city names and dates from around the world. The jacket combines faux leather with a fine wrinkle coating that replicates the texture and natural volume of genuine leather.
"Starting with apparel and footwear, we plan to expand into bags and home goods to deliver a differentiated brand experience unique to ALV," said Lee Tae-ho, head of Lotte Home Shopping's accessories and leisure division.
siuu@heraldcorp.com
