fashion industry

Product Placement vs Consumer Awareness

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Navigating the fine line between influence and informed choices


Among various methods corporations use to keep women hooked to their brands, product placement is on top. Yes, corporations. That’s what luxury conglomerates are. And it gives the pulse on their work.

During the 80s, Giorgio Armani was the first who started dressing Hollywood stars in order to sell to the American middle-class. In a perspective of massive overproduction and an ever-growing economy, perhaps that strategy made sense.
By the way, Armani, followed by all the other designers right away, started giving outfits for free to the stars, and women – part of the so-called middle class – promptly bought them.

Now the economy is not in good shape, and the middle class has been swiped away. Most importantly, we opened our eyes, so we are tired of being treated as fishing lures. Therefore we find some specific marketing techniques obsolete, if not meaningless.

The logic behind celebrities marketing


What’s the point of stars wearing luxury designer’s clothes on the red carpets when it’s known they don’t pay for the clothes?
Does it still make sense?

In fact, what makes it sound absurd is that celebrities can afford to pay, but they don’t. In other words, those who can afford clothes don’t buy them, while those who can’t are expected to.

There’s no logic in this anymore. What if celebrities purchase their outfits and designers donate the proceeds to charity?

However, we should also take a closer look at those captivated by ‘the rich Milanese’ flaunting her outfits on social media—women who promptly buy. Indeed, we die a little inside witnessing this lack of self-esteem. An evolution of product placement that exposes a complete absence of consumer awareness.

Since we weren’t all born with good taste, looking for guidance is the right way to avoid weird outfits. But asking for advice is different from imitating someone else’s style.

Marketing has always targeted women because, traditionally, they are considered fragile and easy to influence or manipulate. And the sad thing is that we allowed them to do so.

Let’s evolve now.

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Not For All – Arrogance Or Honesty?

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The point on exclusivity and unconventional work


When we say that our work is not for all, it shouldn’t be seen as a sign of arrogance. On the contrary, if you ponder a little on the true meaning, you will perceive that it denotes a genuine and realistic approach.

Can we truly please everyone? No, obviously, we cannot.
To illustrate, if you usually buy fast fashion, you would never check out our selection. If you like showing off logo-emblazoned garments, we are not for you. If you are a passive consumer, perhaps you will not interact with us.

Pleasing everyone is a naive goal, and though it’s impossible to accomplish, the downside of trying is that it generates a bazaar of elements. A fragmented and undefined proposal where everything is possible, but nothing stands out. Because there is no soul. No clarity. The truth is that you have to be honest to say that what you do is not for everyone.

Over about twenty-five years in the fashion field, we saw the rise and fall of the system. A fast-paced environment in which profit and marketing took over creativity. And ultimately, it led to the exploitation of people and the planet. This system now needs a new air, something more, beyond that glossy facade. Creative visions supported by a conscious approach.

We are a drop in the ocean, but we are trying to bring a different perspective, providing a deeper meaning to fashion, and rediscovering its true beauty. And therefore evolve to the next level.

Our selection and thoughts are for those who appreciate the value of unconventional work that falls outside an imposed system. We aim to interact with individuals who are not passive consumers but active thinkers. Those who want to be informed because they are not stuck in the past or constrained by pointless rules but constantly evolving.

Not for all–but it might be for you.

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Entering The Season: Fall/Winter 21

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A slow dive into our curation for the new season


Soon we will start introducing our selection for the coming season, Fall/Winter 21.

We are going forward with a certain sense of slowness. The ‘hurry-up’ attitude is part of the status quo, which none seems interested in questioning–but we do. In fact, from N.Y. to Paris and Milano, the bandwagon of fashion shows is starting again following the same stale rules.

However, keeping in mind our timeless approach, let’s go through the garments we have selected for you. And for us, as well.

Fall/Winter 21 curation of meaningful garments


First, the perfect pants. One wide-leg version, one straight-leg – both in Supima cotton. The material has a shiny finishing that makes it look like silk. Moreover, a special treatment makes it warm too.

Then, we found a couple of basic knits in a striped jersey. There’s a boat-neck version and a turtle-neck. Slightly loose fit, they are the perfect complement to multiple outfits.

Of course, we couldn’t miss an asymmetric oversized pull in extra-fine wool. The worsted yarn makes the texture very soft.

Also, we’ll show you a cool cardigan designed as a whole garment. It means there are no shoulders or side seams, so it is very comfortable to wear.

As a more elegant piece, we picked a sleeveless v-neck boxy dress, under-knee length. Three fabrics with different textures are sewn together and then pleated. Unique!

A maxi collar blouson looks so stylish even when worn unbuttoned. And a cocoon sleeved maxi dress. The texture is dry and soft. There’s also a boxy sweater with a horizontal line at the body. It comes in soft lambswool.

Lastly, the sweatshirt is never too casual. We picked one with a zipped detail so you can wear it backside front too.

We thought we needed some colours to boost our mood. Therefore our palette goes from comforting tones to some bright hues. Black, grey, off-white, camel, green, mustard, yellow, purple.

Please, check our Instagram account to see the new arrivals for the Fall/Winter 21 season, and stay in touch with us.
We’d love to hear from you!

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The (Ignorant) Logo

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What we Witness today in the world of branding and fashion


What we witness today is the ignorant logo. You may think that a logo has something to do with style. We do not totally agree.

A recognizable logo, displayed not on the inside or reverse but visibly shown on the outer surfaces of clothing, handbags, shoes, or small leather goods, is how fashion maisons can sustain their astronomical costs.

To this end, beauty products further amplify this. In fact, frequently people associate a designer’s name with their perfume and rather than their original creations.

The return of the logo


But why has the exposed logo made such a comeback to fashion?

First, logos are easily recognised. Furthermore, people buy logoed items because they identify with them. In fact, these products offer a status symbol more than an element of style.
Even if that status is fake – and rude when too much logoed – people like to dream.

The fashion industry was in crisis. Undoubtedly, logo-emblazoned pieces are the easiest way to sell more. Indeed, they are simpler to market.

Also, fashion in the era of social media has changed a lot. Specifically, Instagram played a huge role in this. In order to be visible, products must be more “instagrammable.” In fact, a logo provides instant visual recognition.

Moreover, during the social media era, the role of creative directors has overtaken that of designers. These figures don’t create their work by elaborating on their design skills. But they put into the mixer whatever they find.

This playground has encouraged the proliferation and growth of a shallow environment, which gave life to a sterile visual-centred culture. And, as a result, we see an ignorant fashion culture emerging. The fashion of the ignorant logo.

True style doesn’t rely on logos. It is the expression of an innate gift. Of course, in case you do not possess it, you can train and improve.
But one thing is certain: if you are self-confident and elegant, you don’t need to impress by falunting a logo!

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Awakening: Social and Ethical Consciousness

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Exploring the impact of modern issues on personal responsibility and collective action


Awakening means developing your consciousness – ethical and social – in order to become a better human.

Awakening is an intentional choice. Indeed, it is the act of opening our eyes to realise what happens inside and around us. Once we understand the reality, the damage we have caused to other people and the environment, awakening follows.

Therefore, we become aware that acting without considering the consequences – in other words, acting without a long-term ethical vision – is not a worthy choice.

Awakening requires our eyes to see, our brain to think and pay attention, freeing our conscience to emerge. For instance, we reach a higher level of consciousness by reading books, essays, or newsletters. Following thoughtful leaders. Interacting and sharing ideas in a community. Perhaps we could list other ways, but honestly, meditation is not our field of knowledge.

Ultimately, awakening is free.
So, you can pay someone to turn on the light for you, but then the process is yours, and no one can do it for you.

How does it all connect to fashion?
Believe us, it does. Fashion, as a reflection of our society, is part of a system based on exploitation. Part of the world is living at the expense of others and the planet.

The result of awakening is that we are no longer satisfied with this system. We cann’t take it as it is. So, we want to bring about change.

How do we do it?


We do it by offering you a thoughtful selection. By intentionally choosing fewer items – only what we really need. Unique pieces. By no longer conforming to fashion rules but instead being active agents of change. By infusing our own vision and values. More is not the answer. Rather, less but better with more ethical choices.

How do fashion brands do it?
Smaller production runs, higher quality, and shorter and adequately paid work chain. No sales, just real, balanced value. No modern slavery serving fast fashion.

How do you do it?
Consume less. Choose wisely.

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