New in: Meagratia

Genderless fashion #formodernhumans

New in this season: Meagratia is a Japanese brand we selected for good design lovers. And so, for self-aware people who love hunting for unique garments.

Those meaningful pieces allow you to express yourself and not just hide behind a logo. But of course, it means having a certain personality not aligned to the mainstream.

Established in 2012 by the designer Takafumi Sekine, the brand shows at the Tokyo Fashion Week from Spring/ Summer 2019.
And in 2019, the brand was the winner of the Tokyo New Designer Fashion Grand Prix. Afterwards, the designer shows his collections in Paris and New York regularly.

Meagratia is a unisex ready-to-wear brand, and its concept is a fusion of history with a sense of the present.

Fall/ Winter 22 Meagratia digital show: Rakuten Fashion Week Tokyo 2022

Check out the Fall/ Winter 22-23 digital show from the Rakuten Fashion Week Tokyo 2022. You will enjoy it!


About the brand, we loved the genderless aesthetic, which is modern but effortless at the same time. Unconventional, but never aggressive, well-balanced indeed. And the particular attention paid to all the details, visible or hidden. But also the idea of showing a capsule collection that stands out for a precise sense of style, offering a concentration of good design and quality. Because in the end, more is not what you need.

Cool design from Japan

Meagratia makes some very special but wearable garments.
Rather than dividing into categories, men’s or women’s clothing, there’s a sense of freedom in genderless fashion. As clothes are about who you are. They make you feel good. And it’s not a matter of labelling.

So, if you don’t recognise yourself in mainstream culture and fashion and you aren’t afraid to be different, this brand is for you.

Meagratia, unique cool design #formodernhumans

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Niche fashion: what does it mean?

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.
And so, preserving a culture of diversity is vital for niche brands to survive.

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Dear sustainable brands: are you consistent?

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

We spent the weekend in Lucca, where 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 values that Frank promotes. Also, these fundamental elements connect different cultures, determining a positive posture open to others. And that’s a great inspiration!

By the way, we believe in the same values. But above all, these values are a good starting point to change, making the world a better place.

Thank you, Frank!

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The end of an era

Queen Elizabeth II dies at 96

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.

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


In 70 years on the throne, always devoted to service, Queen Elizabeth reformed the monarchy, committed to supporting human rights.

Also, her unforgettable style, made of bold colours and staple pieces, represented a constant throughout her reign. A recognisable and reassuring trademark.

A steady presence and a great leader, one of our favourites in the world.
indeed she will always be The Queen.

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