contemporary culture

New Beauty Standards

Reading Time: 2 minutes

Redefining perception and embracing authenticity


In our evolving process to become better humans, we are actively searching for a more meanigful lifestyle. Thinking about new beauty standards, expressing elegance in harmony with nature and getting rid of unhealthy beliefs are all things we need to do.

For so long we have been brainwashed to accept plastic dolls with ultra-white teeth as a beauty ideal. Ultra-white teeth do not even exist in nature, not to mention doughnut lips. How could we believe these were human features?
Are we sure that we look younger or beautiful by lifting our face or plumping our lips? And, if we want to eliminate plastic from the world, why do we put it into our bodies?

Self-acceptance and authenticity as the new beauty standards


We are human beings, getting old is part of our nature. We should accept it and live it positively. Real beauty is a direct reflection of self-acceptance, well being, and respect and love for oneself. But, there is a huge difference between taking care of oneself and become the plastic version of a human.
If we look around, we are surrounded by aliens shaped by plastic surgery, and they all look exactly alike. Our faces lost expressiveness.
As a reaction to that, the body-positive movement tells us to accept ourselves as we are, which is obviously the right attitude.

At long last, we acknowledged that beauty is diverse and ageless. Different body shapes, or freckles, diastema and so on aren’t defects but details that make us unique. The truth is that we’ve had a rather schizophrenic attitude to beauty standards. First, we believed in plastic dolls, the fakeness par-excellence. Then, we pushed self-acceptance to the extreme. For instance, promoting excessively overweight bodies as a wellness model is quite concerning.

While accepting oneself is a fundamental block in our growth process, selling unhealthy models as a new positive normal is dangerous. We tend to go from one extreme to the other instead of finding the balance.

The Romans used to say “in medio stat virtus” – virtue lies in the middle.
It’s time to follow the advice.

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Sharing Ideas

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Amplifying connections, inspiring change


Sharing ideas is what we do. Ideas are powerful. Sharing our thoughts makes the energy greater.

Sharing is at the heart of our community. Believing in the possibility of inspiring each other, cross-pollinating, is the real precious benefit of our interactions. It is about being open to a growth process that enriches us, broadening our visions.
Hearing our interconnection elevates the sense of community. A group of like-minded people, focusing on specific values: inclusion, diversity, ethical work, kindness, respect.

Fashion is the door that lets us in, connects us, knowing that we don’t stop at a superficial level. We enter from that door to find a common ground, but then we dig deeper into our culture and lifestyle.
Together, we facilitate an ecosystem where we develop beauty, empathy, value. We connect, we come together to make things better.

Through conversation and exchange, we challenge perspectives, spark new ideas, and push boundaries, fostering a culture of innovation and understanding. This dynamic flow of inspiration fuels our collective growth, making each interaction more meaningful and impactful. At its core, it’s about meaningful dialogue, collaboration, and the power of shared growth within a vibrant community.

We invite you to join our community by sharing your ideas and thoughts with us!

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Social Media and Value

Reading Time: 2 minutes

What is the point of this exaggerated overexposure of communication?


In our modern and hyper-connected society, life revolves around social media. While it is nice to be in touch with your audience, it is impossible not to notice the vain by-product of this virtual life: images artificially created and obsessively shared. Yes, too much even for those of us that work in fashion!

Perhaps, you might think, social media worked well to boost self-confidence, instilling the idea that everyone can be super beautiful. We all have an amazing life. People need approval. But if we dig deeper, we see the void generated, all the meaning has been swiped away. You mainly find empty boxes. Nice, but empty. Most importantly, a certain horror rises in knowing that the percentage of suicides among teenagers has gone up due to social media.

Social media and fashion


Whatever they say, all this exaggerated overexposure didn’t bring anything positive. Not even in fashion. The expectation of fake models looking like plastic dolls together with poor language created a devastating environment. The strategy to run a successful account consists of buying followers to attract the attention of a large audience and letting the algorithm fly. In other words, you end up talking to yourself in the mirror. That is the game you have to play if you want to be successful unless you need something more than a facade.

For people like us, who believe that buying books is way better than buying followers, the discomfort gets real. You don’t really want to interact with fake accounts, do you?

People who have no idea what they’re talking about, who are not able to distinguish a fast fashion brand from a high quality one, are not our point of reference. We do not consider such a person a leader, no matter how many followers they have.

It is possible to be on social media having a different approach, setting up a healthier environment based on quality and real connections, and being clear in your mind that you are playing a different game.

If you are looking for meaning, for something that matters, this is the challenge. Bring back valuable content. Bring back value.

Share ideas, not plastic faces.

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Evolution and Lifestyle

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Redefining how we live and dress in a changing world


Society is constantly evolving; our lifestyle is directly connected to this, along with the way we dress. Society and lifestyle reflect this ongoing transformation, an evolution.

Since a disruptive change is forcing us to a new scenario, we feel an urgent need to find a more meaningful way to live our life. This means adopting an essential approach, rooted in a sense of authenticity and simplicity.

It’s about letting go of excess, honouring nature and all living beings, and embracing empathy as a guiding principle. By slowing down and reflecting on our choices, we are evolving. Both individually and collectively.

These values shape a progressive society, one that prioritises purpose over consumption and connection over convenience.  Evolution – this is the essence of a society and lifestyle #formodernhumans

This shift begins with awareness, the first step, but requires action. In fact, every choice we make — how we live, dress, and consume —contributes to shaping a more thoughtful, connected world. So, it’s about prioritising quality over excess, responsibility over impulse. When we embrace this mindset, we become active participants in change, not just observers.

This is the future. Are you part of it?

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