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Fashion Weeks and Research

Reading Time: 2 minutes

Critical thinking in the real of fashion #formodernhumans


Fashion weeks used to offer ideas for doing research, highlighting details worth considering to put together and defining a specific selection. So it was in the past.

And so, these days, we keep an eye on the international events, from New York to London and now Milano. Of course, Paris and Tokyo too. But so far, we are perplexed about what we see.

Fashion weeks vs change


Indeed, the discussion on changing the industry, which was so popular during the pandemic, has disappeared from the scene.
It seems that the fashion industry is an enormous system that doesn’t know how to renovate itself. And so, brands keep up with the same thing they used to do.

Even the language feels boring, like an out-of-tune mantra. So you realise that words like sustainability, timeless or genderless are on everyone’s lips. Just empty claims for people who don’t think.

And they all talk about the same things, but nothing ever changes. Furthermore, the world is falling apart, but it looks like brands are only interested in dressing music or movie stars. That’s what you can offer? Really? Celebrities! They have the money to buy whatever they want, but they don’t pay for their clothes.

When it comes to design and style, you may be even more perplexed. Clearly, designers cannot deliver brand-new concepts. But lately, what the industry calls freedom or inclusion seems just bad taste combined with a lack of vision.

Fashion weeks vs research


So, when we need to research unique garments for people like us, the widest part of the work happens through lookbooks we receive via email. And through some specific research that we do online. Then, possibly, showrooms too.

In the end, you’ll get more value from brands that have something to say, and you can see it through their meaningful design rather than those who want to attract herds of replicants who look all the same.

Above all, fashion weeks as a pure waste of money having an impact on the environment, are pointless.

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The Semi-Flared Jeans by ZUCCa

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White denim trousers, seasonless quality for a classic style


Today we introduce The Semi-Flared Jeans – by Zucca.

At a slow pace, we are entering the new Fall/ Winter 2022-23 season. By the way, slow fashion also means introducing the new items when it makes sense. The modern habit of selling winter items during the summer season, or vice versa, is a system conceived to promote overconsumption. So we should all leave it behind because it is not sustainable.

Indeed, we are receiving some great new pieces we ordered during the previous selling campaign. And so, these days, we are unpacking the garments and quality checking. Like two kids in a candy shop, we review the pieces and can’t wait to start introducing each item in detail.

So we’ll start with something you can wear immediately. Of course, the concepts of good design and quality to provide a timeless style are always the focus. It’s all about serving you with meaningful pieces made to last.

New arrivals: The Semi-Flared Jeans

The Semi-Flared Jeans


About the design
These white denim trousers have a semi-flared silhouette, high-waisted line, and five pockets. Also, there’s a front zip closure plus a button. The cut of these jeans stands out and enhances your silhouette. Indeed, this item is basic but so stylish.

About the material
The material is 100% cotton: thick and smooth organic cotton suitable for cold weather. And the garment is washed to get a unique hand-feel effect.

About the colour
White: inspired by tailored, work wear, military, and punk styles. And so, a monochrome colour that creates a cool and sophisticated mood.

Laundry
Wash by hand separately.

Styling tips
These jeans are the perfect item to start the season in style. They are easy to mix with tops and jackets and perfect for your workwear. But please, pay attention to dark colours which may transfer onto it.

We ship everywhere!


Drop us an email or Whatsapp for any further information. Also, you can book your private shopping experience, physical or via video call.
We’d love to help!

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New In: Meagratia

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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.

These 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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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

Reading Time: 3 minutes

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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