Niche Fashion: What Does It Mean?

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And can it stand on its own?


Niche fashion is a matter of having a personal identity, refusing mass products and somehow having a certain repulsion for what is extremely popular.

The question is: do you want to look like everyone else? Dress like everyone else? And think like everyone else? If yes, maybe reading this post is a waste of your time. Indeed many people like to be the copy of others. But if your response is no, it’s worth a few minutes of reading. Exploring the concept of niche fashion will help you understand that small universe outside mass trends.

It’s an imagery that finds very little space in our homologated culture. Social media flattened everything privileging a single line of thought.

Created by visionary designers, it finds support from a limited number of selected international retailers who still have a passion for research. And by people like you, who love searching for authentic gems.

Niche fashion
Marc Le Bihan tulle skirt


However, niche has a meaning in marketing but has a slightly different connotation in fashion. In marketing, it refers to a group you identify as your target audience.

Niche fashion meaning


In the fashion field, professionals call niche brands or collections those designs out of the mainstream. Cult pieces of clothing or accessories not for all because of their design, quality and craftsmanship. Which image is so unique that only people with a specific taste will understand them.

In essence, niche fashion is about having a different sensibility towards design and quality. It is for connoisseurs, insiders or everyone having an eye to recognise it, people who escape from mass thinking and find pleasure in the unconventional.

Now, can niche brands stand on their own? The news that Calzedonia group just acquired Antonio Marras, taking a majority stake in the brand, opens the discussion.

Niche fashion will never be trending, never too popular. It wouldn’t be niche. And it has nothing to do with algorithms.
Preserving a culture of diversity is vital for niche brands to survive.

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Dear Sustainable Brands: Are You Consistent?

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Sustainable brands VS consistency


Dear sustainable brands, let’s make a point on consistency.

Consistency is fundamental for building trust, so it should be for sustainable brands. Also because they cover themselves with an ethical patina that makes them appear better than the others. But, on the contrary, it seems that these new ethical brands have a problem with it.

Their purpose is to make a change. But if so, it’s not clear why they still follow outdated systems. Or they try to reach success by partnering with channels that have nothing to do with sustainability.

The point on consistency

Sustainable brands must be consistent with their message.
Do you agree? So, the question is: do they want to make a change for real?
If that is their goal, why do they sell their low-impact ethically-made garments through retailers that collect almost every designer on planet earth?

Isn’t it a matter of consistency?
These retailers sell huge quantities of clothing and accessories. Therefore, their business isn’t sustainable. Even if they proudly show a sustainable section, as most of them do. Which makes you understand the power of marketing and the trick behind sustainability.

If consistency was a fundamental value for them, they would find other ways to sell their products. But they all dream of being sold by the same old big groups. And so, they want to change, but not really.

Sustainability is a promise no one can keep, but still, everyone wants to sell. Ethical marketing, if not supported by proper choices and actions, is just smoke in the eyes. In other words, it is greenwashing.

Dear sustainable brands, you cannot change the world by playing the old game. Forget the status quo if you want to change for real. If you are seriously committed, you need to craft a new strategy. You’ll change the world with new patterns, new rules, and a new language.

So, if you want to be trusted, change the system, not only your marketing!

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A Celebration of Friendship

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A holiday in Tuscany for a special occasion


We spent a weekend in Lucca, immersed in its charm and history, with a beautiful celebration of friendship that will stay with us forever. Frank, our dearest Norwegian friend, invited us to celebrate his birthday party, and it was a special one since he turned 70.

Specifically, we stayed some days at Villa Adriano in Borgo a Mozzano, Tuscany. That is one of the most welcoming villas we ever saw; surrounded by abundant green nature, a wonderful view and silence. The rooms, decorated with pieces picked from different places but harmoniously blended together, are an invitation to stay. Also, the pool with its gazebo and bar is so marvellous. That’s the perfect place to savour a slow lifestyle.

Villa Adriano – Tuscany

And so first, a pool birthday party on Friday encouraged connections with people from Europe to the Middle East. Of course, we wore our summer outfits: the open-back white cotton apron dress for Ro and the fuchsia v-neck one-piece swimsuit with a turquoise silk maxi skirt for Cri. So we enjoyed a lovely day chatting and dancing till evening.

A celebration of friendship Palazzo Pfanner - Lucca
Palazzo Pfanner – Lucca

The official party was the following day, Saturday. The location – Palazzo Pfanner, along the ancient Walls of Lucca, which per se is stunning, was beautifully decorated for the occasion. A full-white setting for candles, roses, and a big table with suspended chandeliers. Cri opted for a coral red silk maxi gown, wide v-neck gathered top, plus a contrasting purple bow belt. An asymmetric nude pink double layered silk top paired with a lavender maxi skirt for Ro.

Palazzo Pfanner – Lucca

The atmosphere was elegant but not snobbish. However, more than a birthday party, it was a genuine celebration of friendship, togetherness and love.

A celebration of friendship
Palazzo Pfanner – Lucca

Celebrating friendship & values


In fact, inclusion, respect, and kindness are some of the core values that Frank promotes. These fundamental principles bridge different cultures, fostering an open and positive attitude toward others. And that is truly inspiring!

By the way, we share these values. More importantly, they serve as a strong foundation for driving change and making the world a better place.

Thank you, Frank!

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The End Of An Era

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Queen Elizabeth II dies at 96


The news of Queen Elizabeth II’s death marks the end of an era because of the depth of her eminent figure. Sadly, prestigious leadership, authority and reputation seem to disappear in our times, leaving behind a void that highlights the rarity of such steadfast commitment, dignity, and sense of duty in today’s ever-changing world.

In 70 years on the throne, always devoted to service, Queen Elizabeth reformed the monarchy, committed to supporting human rights while maintaining a steadfast presence through times of global change and uncertainty.

By the way, we are not here to retrace her history as the UK’s longest-serving monarch. In a world that seems to move backwards, we want to pay homage by quoting The Queen’s words when she gave the royal assent for marriage equality in 2015:

“My government will make further progress to tackle the gender pay gap and discrimination against people on the basis of their race, faith, gender, disability or sexual orientation.”

“Who’d have thought 62 years ago when I came to the throne, I’d be signing something like this? Isn’t it wonderful?’”

Queen Elizabeth


Also, her unforgettable style, made of bold colours and staple pieces, represented a constant throughout her reign. A recognisable and reassuring trademark, her wardrobe choices were both elegant and symbolic, designed to stand out in crowds while reflecting her unwavering dedication to duty. From her iconic hats to her signature handbags, every detail conveyed a sense of tradition, elegance, and timeless sophistication.

A steady presence and an extraordinary leader, she was truly one of the most admired figures in the world. Without a doubt, she will forever be remembered as The Queen.

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How Products Change

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Changing fashion to change our culture


Products change when consumers’ tastes change. In other words, products evolve as consumers’ tastes shift. However, given that consumption is all about cheap and disposable products, we are in big trouble.

The fashion industry appeared to be moving in a new direction, aiming to preserve the environment and improve people’s lives. But reality revealed even more troubling consumption habits, as in the case of ultra-fast fashion, which we discussed in our previous post.

The combination of overproduction and overconsumption is the economic pattern that dominates the fashion industry—a model mirrored across many other sectors. Therefore, this reveals a deeper cultural issue: the growing preference for disposable products, a habit that has also deeply influenced younger generations. In fact, accessible, cheap products give the illusion of richness.

Mass culture is the commercialisation of culture, where products products are created solely for profit. People are so immersed in this overwhelming abundance of options that it feels nearly impossible to escape. Or at least, that’s how it appears.

But climate change is the issue we need to face, and it’s urgent. And so, how do we change consumers’ tastes?

Change products: fashion and culture


Changing fashion means changing culture. Fashion creates products that reflect our culture, revealing society’s tastes. In this way, fashion tells the story of what we consume. In other words, altering what we consume leads to changes in fashion, and ultimately, in our culture.

The change begins by recognising the new needs and incorporating them into the design of meaningful products for people who care.

As a boutique and industry insiders, we contribute by curating only valuable garments with good design. And by offering a different perspective for people like us, those who do not recognise themselves in the mass trends.

Your choice, if you care, is evolving towards a conscious lifestyle aiming to change for the better. Or leave things the way they are, persisting with the blind exploitation of people and the planet.

In the end, you have two options: either you can play the game, or you can change it!

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