Fashion & lifestyle

‘Rewiring Fashion,’ They Said?

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News from the SS22 Milano Fashion Week


Rewiring fashion seemed to be the new purpose in the fashion field. Unfortunately, there was no trace of it during the Spring-Summer 22 Milano Fashion Week.

Back to back, physical fashion shows, digital presentations. Both, in some cases. All perfectly aligned with the pre-pandemic world. You can smell the status quo. And not for fear or lack of courage, rather because that’s the way to make money.

More than anything else, the urgent brands’ intent seemed the will to connect with the Chinese market. This quest reverberated like a scream or a cry for help in the majority of the presentations.

The only new element (in case we still want to consider it so) is the calling of a diverse flood of models. Now different silhouettes or ethnicities are well represented in fashion events, and it is clearly positive. Although it’s lovely that anyone can identify with the models and see how dresses fit on various body shapes, the problem is that many of these new generations of boys and girls have no sense of elegance. So the image of these fashion shows looks poorly.

The Roof Milano Milano Fashion Week
The Roof Milano

Spring-Summer 22: rewiring fashion?


It is not that now the trend is more sporty, that is the comment we heard during a fashion show. It’s that elegance is dead. Culturally dead, in wearing, speaking, or living.

Most importantly, there is no shift in terms of communication. Indeed, what emerged is the same way of spreading the work. Perhaps with a further decrease of the overall perceived value. The Instagram way seemed still relevant, with all the related circus. Which, by the way, we found boring. If not annoying. We are fed up with it, aren’t you?

The official press, or what remains of it, can only be condescending or applauding. Budgets for advertising are already cut to the bones, better avoid any further reduction.

Designers are creatives, and creatives are supposed to have views about style, life, and the future.

But what is the vision?
What kind of woman do they want to promote?
What kind of future do they want to see?

And what about the rewiring fashion idea? Apart from the empty marketing slogans, which want to represent the (fake) change, what are we talking about?

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The Straight Leg Pants – Plantation

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A cutting-edge brand from Japan


The Straight Leg Pants are an example of perfect fit. But when we talk about the perfect fit, some look at us as we are mad, or as we are trying to fool them. Unfortunately, in the overproduction era, people believe clothes are all the same.

In fact, we are a little obsessed with the perfect fit because this reveals an accurate design. Specifically, what stands at the base of a garment, giving it the proper structure. Nowadays it’s known that people are used to whatever is cheap. So the quality of materials, just like the fit, is not taken into account. People accept modern slavery just to buy fast fashion. Would they ever question quality?

However, we question what we see as we obsessively look for good design. Therefore, the search for the perfect fit for trousers has its specific meaning. While you can adjust here and there a top or a dress to make it look good, pants must have the perfect cut.

And so we laid our eyes upon the special one: The Straight-Leg Pants. By Plantation – a Japanese brand born sustainable in 1982.

Discover The Straight Leg Pants


Made of 100% Supima cotton, a soft fabric with an elegant luster like a silk blend. This classic stretch material got renewed: the brushed reverse side makes it comfortable for the Autumn / Winter season.

The Straight Leg Pants
The Straight Leg Pants
Plantation


With its soft stretch and just-right warmth—cosy but not too thick—you can start wearing it as early as September when the weather is still mild. Plus, the slit pockets on both sides keep the waistline looking sleek and streamlined.

The colour? Black. Easy-to-waear and easy to match with any item. Indeed, the styling possibilities for this wardrobe staple are countless. The slender silhouette goes well with dresses and tunics, too. Try the casual style with a rolled-up hem.

The composition is: 98% cotton – 2% polyurethane
Easy-care product–you can wash it by hand.

We tested this item on different body shapes and we are delighted to tell you that the fit is absolutely fantastic!
Yes, we don’t need too many pieces. We only need the right ones.

Please, contact us for any further information.

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Spring/Summer 22

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Selection in the digital era: pros and cons


In September and October, designers unveil their new collections for the following season. Right now, we are now curating our Spring/Summer 22 selection.

One of the most striking side effects of the pandemic is the accelerated shift toward the digital world. When it comes to brand research, this transition can yield positive outcomes.

Some brands opted for a mixed formula, physical and digital, while many others decided to present their new collections only through digital platforms. So, like it or not, that’s the offer. Obviously, fashion companies suffered significant financial losses due to the pandemic. Digital strategies have become key to recovery. Additionally, they realized how few people were actually needed to maintain an international workflow. (This loss of jobs is its own problem).

Selection through social media


We are not satisfied with the trend of discovering new brands via Instagram only. First, the communication of many brands is oriented to push the image of a woman we do not want to endorse: plastic face, doughnut lips, tons of make-up. Furthermore, it’s easy to cover up poor quality clothing in an Instagram pic.

Scrolling down, you may see so many infinite offers of clothing that seem like beautiful quality. At first sight, at least. Yet after a deeper analysis, you realize it was just a nice pic. Fast fashion brands know this trick very well.

Selection for Spring/Summer 22


However, a satisfying implication of digital fashion is that material is more accessible compared to the past. In fact, we are receiving many look books and line sheets. So that it’s easier to have an idea of what’s going on in terms of style.
Through accurate presentations and line sheets, you have the chance of knowing more about materials and fitting.

If it is true that nothing will ever change the experience of touching the fabrics, now we have the opportunity to curate a selection without travelling the world.

Though this digital integration is remarkable, finding the right balance remains essential.

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The Decline Of Luxury

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What happened to the fashion industry?


If you want to understand the events that caused the decline of luxury, we suggest you read ‘Deluxe: How luxury lost its luster’ – a book written by Dana Thomas.

You will discover how fashion from being a family-owned business became a corporate battlefield based on overproduction.
The growth of the new markets – China, Russia, and India. The explosion of counterfeiting goods and labour exploitation.
Then, the rise of fast fashion, internet retailers and the development of a fast-paced globalised system. How luxury products abandoned exclusivity and shifted to the masses. Creating the so-called democratic luxury–which basically is nonsense. Indeed, it shows how far marketing rhetoric can go, playing with words to manipulate people.

The book is a brilliant analysis of the field, investigating the dynamics that led to an auto-implosion of a system. Also, it allowed us to relive the last 30 years of fashion. We assisted many of those events – not by accepting them but by shifting more and more towards niche designers. Finding a kind of refuge in a tiny universe. A thoughtful research in dissonance with the average fashion consumer.

Though we agree with almost everything in Dana Thomas’ book, we do not align with the devotion to some brands. We are afraid they have lost their luster too, so far. Except for Hermes and Cadolle.

Indeed, looking back at the decline of luxury, it has become increasingly difficult to find meaning in fashion maisons. They seem like smoke and mirrors set up to sell perfumes, make-up and bags. Abundantly offered to masses that have no perception beyond the logo and the illusion of being considered rich.

If you still love fashion, you go beyond that fake facade and search for designers who dared to undertake an independent path, expressing an authentic creative vision. In this panorama, the ability to select the right clothing – from an aesthetic and ethical viewpoint – changes the game.

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The Oversized Blouson by ZUCCa

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Garments that make a difference #formodernhumans


Introducing The Oversized Blouson by ZUCCa, Japan.

Unpacking new arrivals is always a happy moment. Indeed, we are taking this chance to introduce you to our Fall/Winter 21 pieces as soon as they come in.

As fashion news reports these days, fast fashion is booming, back to the pre-pandemic levels. Like nothing happened.
Overproduction and overconsumption are still ruling. Why question it!

However, we moved in the opposite direction, our worldview is different, and we believe in a more conscious way to live and work. ‘Consume less’ is the imperative, a lifestyle approach from now on. With these words written on a post-it in front of us, we curated our selection for the coming season. And for the following ones too. We only select clothing that makes a difference.

Discover The Oversized Blouson

For the Fall/Winter season, we picked out a beautiful oversized blouson. It’s from ZUCCA– a Japanese brand known to a fashion-conscious audience for its unique cuts and design.

Mustard yellow oversized blouson • By Zucca
The Oversized Blouson

The material is sweatshirt in 100% cotton. Therefore you may expect a sporty garment, yet it is not. The hand of the fabric is shiny and stiff, providing a unique texture to the jacket. While when we select a sweatshirt, it is never too casual, surely we do not renounce elegance.

Asymmetric side buttoned, it has a wide collar and a loose silhouette.
The line is stylish and comfortable. All the stitching details along the inside are made with special care, so it will look neat even when worn unbuttoned.

The colour? Mustard yellow. This season we need some bright hues to boost a sense of joy. You can match it with soft tones for an understated outfit or with bright colours to stand out. The final result is up to you, your personality or your mood.

Last but not least, it’s an easy-care product, so you can wash it by hand.

We’re happy to offer style advice or engage in any discussion about fashion and lifestyle.

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