We are humbled by the trust and loyalty we’ve received again this year. The bond we share with you is so precious, and we carry it straight into the new year.
It’s more than fashion. By mixing ideas with a curated selection, we focus on deep meaning. Yes, we are aware that our approach is very different. So, we are proud to have the chance to serve you.
Together we celebrate life and beauty without fear of discussing complicated matters. Even though we have different viewpoints, we share a common ground in defining the world we wish to see. Let’s continue our journey together, exploring possibilities and even making mistakes because that’s how we create something new.
People don’t read. Don’t ask people to read. Please, don’t do it. In the fashion field, there’s no need to dig deep into socio-cultural-economic aspects. Customersdon’t want to know more. Instead, bomb them to shop. Continuously. Endlessly. But do not involve them in a piece that makes them stop and think. Just push them to buy! In fact, it’s a profitable engagement, a language they appreciate.
People want images. If you put them in front of words, they have to stop, read and reflect. Also, it takes some time, and it is annoying.
Just show them images, let them click on the buy-now button, and they’ll be fine with it. Why question things?
Social media absorbs the attention, you start scrolling for a few minutes, and you end up eaten up by an endless stream of superficial information. There, there’s no need to read. Indeed you can stop at the titles or just a few words.
But you are well-targeted and, most of all, you are going to shop. Yes, there’s nothing else people want.
However, the pattern is not new. Pavlov experimented on this behaviour with dogs, showed them the trigger and got the reaction. Indeed, this conditioned reflex works well with humans too. Brands know the game and accordingly shaped the world for us.
From ‘cogito ergo sum’, corporations worked to embed ‘shop ergo sum’. By influencing our brains and behaviour, they did a great job.
Why? Because people don’t read. They don’t like reading, as they don’t like thinking.
For instance, if you want to ponder a little, do you know that funny thing called accessible luxury? How about ethical businesses when brands still produce in places where human rights do not exist?
But no, do not search fordiscussion or sharing ideas. There’s no need to understand fashion context. Keep it superficial, feed them with products. And, please, don’t be too refined.
There’s no need to think. Stick to your well-known pattern. Don’t read. Don’t choose. Just shop!
Ideas are powerful. Sharing our thoughts makes the energy greater. Sharing is at the heart ofour community. Believing in the possibility of inspiring each other, cross-pollinating, is the real precious benefit of our interactions. It is about being open to a growth process that enriches us, broadening our visions. Hearing our interconnection elevates the sense of community. A group of like-minded people, focusing on specific values: inclusion, diversity, ethical work, kindness, respect. Fashion is the door that lets us in, connects us, knowing that we don’t stop at a superficial level. We enter from that door to find a common ground, but then we dig deeper into our culture and lifestyle. Together, we facilitate an ecosystem where we develop beauty, empathy, value. We connect, we come together to make things better. Join our community by sharing your thoughts with us!
