Women & Society’s Standards

Navigating expectations and empowerment in today’s world


A point on women & society’s standards is always necessary considering the current discussions and comments we hear. Indeed, we find it difficult to identify with women presented in the media. But also, with women presented by women themselves. As if feminism had never existed.

“I make clothes for a woman who is not swayed by what her husband thinks”

Rei Kawakubo

This powerful Rei Kawakubo quote, a thought we completely embrace and promote, opens up a window on society’s standards, personal growth, self-awareness, and perhaps new feminism.

Women, fashion and expectations


The clothes we wear are the expression of our personality, this is undeniable. If we analyse the type of clothes that easily reach a large audience, we could portray a clear image of a woman stuck in the Fifties. A woman who must have a hold on men, and most of all, who must make it crystal clear, totally visible. So, this statement translates into second-skin dresses, wide necklines, and super short hemlines.

In fact, this is what society has long expected from women, what women are educated to, and what centuries of patriarchal brainwashing have instilled in them. And, eventually, it seems this is what women want, too, well adapted to a man-shaped society. Just replace grace with rudeness, and we jump into our modern times, finding ourselves in today’s world.

There’s always the same submissiveness, asking for permission to buy something or buying an item only upon the husband’s approval.

Centuries of evolution from Virginia Woolf, passing through feminism and all a woman can aspire is being an accessory of a man.

On the contrary, we embrace a new sensibility away from the dominant models. Femininity free from conventions and stereotypes. Assertive, not aggressive. Self-aware, or at least opening the eyes, and beginning the process of personal growth.

Her style would be different.
We are different.
Ready to express a new vision of who we are.

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Redefining The Lexicon

Shaping fashion’s future through new language and innovation


Redefining the lexicon in fashion means embracing a new vocabulary that challenges outdated norms. In fact, redefining the lexicon is essential–how can fashion evolve if the language is always the same?

Pre-collections. Still? For real? Selling campaigns, seasons, gender categories, budgets, and, above all, discounts and sales. Real or fake, who cares. The only intention is to push people to buy whatever product, keeping the business exactly as it was before the pandemic.

Can’t you see how all that is disconnected from the new reality?
All those words lost their meaning because we are in a different place now, an unknown territory, where those concepts do not apply anymore.

We expected something more. We envisioned brave designers or brands coming up with new ideas, guiding us to innovate an outdated system. But other than a lot of greenwashing, nothing has happened. Or worse, everyone’s hoping to go back to normal. Completely forgetting that normal was the problem.

So we take an active stance. We make choices about what is good and what is not for us and our audience. We don’t believe in a supermarket model. By preserving the value of creativity, we want to decide the quantities and quality we need to buy, based on the real needs of our community, not only to grow large companies’ pockets.
We must understand that good design and quality do not have an expiry date. We do not believe anymore in discounts as a drive to boost sales. Sales are just another element of the status quo, a short term illusion of joy.

We believe in conscious buying, so we are educating ourselves and our community to buy less but better.

The language we use plays a crucial role in shaping the fashion’s future. Language is not just a tool for communication but a reflection of values, creativity, and innovation.

By stopping the use of mainstream fashion language, we take a bold step toward change. To redefine the lexicon is the first and most powerful expression of transformation within the fashion system.

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Sustainability Or Greenwashing?

Unpacking the bubble of eco-friendly marketing


Sustainability as we know it today, is a bubble, an old-school marketing operation better defined by the name greenwashing.
The same marketers made us believe in the existence of 100% organic food products. The world is an open-air landfill, but we believe it is unspoiled. Or at least we can isolate lands, preventing any contamination. Trust in it!

If sustainability is about reducing waste, why do brands keep overproducing? If it’s about ethical labor, why do supply chains remain opaque? And if it’s about real change, why does the industry still run on overconsumption?

It’s as though we suddenly all woke up in a sustainable world, with green labels flourishing everywhere. But some questions are jumping into our heads.
Is the use of a few eco-friendly materials enough to define a brand sustainable?
Can fast-fashion brands call themselves sustainable?
And all the luxury brands that continue to produce enormous quantities of products?
Can they be sustainable? Really?

Sustainability isn’t a sticker or a marketing tagline—it’s a fundamental shift in mindset. Yet, the more brands claim to be sustainable, the more the industry stays the same.

And so, sustainability or greenwashing? Contradictions are strong.

We need a radical change, not fake messages.

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The Real Value

Shifting perspectives: understanding quality over disposability


Sustainability must pass through a re-education on the real value of products, quality, materials and skills of those who carry out the work and bring them to life. It’s about understanding and respecting the craftsmanship, the workers and their rights. In fact, without this awareness, sustainability is just another empty promise.

These values are the opposite of a fashion system that has adopted fast food as a productive and consumption model. A system churning out disposable goods at an unsustainable pace, prioritising speed and profit over quality and ethics.

Since the explosion of fast fashion people have been conditioned to buy disposable clothes—pieces designed to be worn a few times and then discarded. Now, how can they truly understand garments that follow a completely different standard

Higher value means higher quality, carefully sourced materials, and skilled craftsmanship. But with that comes a higher price—one that reflects the real cost of ethical production, not just a marketing strategy.

Bridging this gap requires awareness. Understanding the true worth of what we wear starts with questioning our habits and the system that shaped them. So, shifting perspective to understanding quality over disposability is crucial.

Self-education can make a difference.

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Knowledge Vs An Obsolete System

The power of knowledge as a catalyst for change


Knowledge is power. Being informed – educating ourselves – is fundamental in order to make conscious choices.

In a world driven by marketing tactics and mass consumption, awareness becomes our strongest tool. Understanding where our clothes come from, who makes them, and at what cost allows us to see beyond trends and labels. It empowers us to recognise quality, appreciate craftsmanship, and support ethical practices instead of falling into the trap of fast, disposable fashion.

We love fashion, but we know there are many things to fix in the field. It isn’t just about knowing facts; it’s about reshaping our mindset, questioning the status quo, and making decisions that align with our values. Since we have been part of the fashion industry for so long, we are fed up with promoting patterns that are no longer viable, representing an obsolete system.

When you are fed up with what you see, you have two options: you can sit and look at the show, or you take action. Decide to make a change.

We’ve opted for the latter. Change for the better is what we aim for.
Connecting with people who share the same vision is part of the journey.
Change for the better. We do it together.

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