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Summer Break in Basilicata

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Reading Time: 3 minutes

Far away from mass tourism, out of the beaten paths


Among the many unforeseen events that life tends to offer in large amounts, it was finally time for our summer break. And so we started looking for something that could work for our family holiday: a beautiful sea, nature, accessibility and, as much as possible, not a crowded place.

We wanted to go to Basilicata, Southern Italy (our family comes from there). So, we started evaluating hotels and accommodations along the route and in that area.

Sustainable tourism: the biggest lie


After some research, we realised that almost every hotel, residence or resort is sustainable or “cares very much” about the environment. As well as in the fashion field, sustainable marketing is here to make people believe in the biggest lie of our times: sustainability. The contemporary lifestyle isn’t sustainable at all. In fact, no one renounces flights, disposable products or mass consumption. So no green marketing will make it better unless we change how we live.

We can’t say sustainable tourism came as a surprise, but we said, ok, let’s see what they mean precisely with these fabulous green magic words. What do these hotels offer? For instance, we saw imposing luxury buildings that suffocate the environment to the point of modifying and devastating coastal areas. Or hotels proudly promote 1.200 to 6.000 square feet of swimming pools.

So we wondered, can people believe that such waste of water has something to do with sustainability? If so, we deserve extinction.

Summer break - Basilicata
Summer break – Basilicata

Low-impact tourism: Summer break out of the beaten paths


Since there’s no such thing as sustainable tourism because humans aren’t sustainable, not even at home, we searched for a low-impact solution. It seemed more achievable.

Therefore we opted for something totally different for our summer break. No big hotels, no flights, far away from mass tourism. Indeed, we found a house in the countryside, near Marina di Pisticci. It’s immersed in nature, peaceful and quiet, essential but spacious, 20 minutes away from the sea. There, a thick pine forest creates a green frame, a necessary passage to reach the beach. Though the Basilicata region has grown from a touristic viewpoint, it is still wild and not too crowded.

Back to our roots, back to basics. There is nothing to chase after. The whole place and its slow lifestyle remind us that true luxury is the nature that surrounds us.

In the end, isn’t it real sustainability?

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Style Inspiration: Clean, Effortless, Essential Aesthetic

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Exploring summer outfit ideas #formodernhumans


This is our style inspiration celebrating a clean, effortless, and essential aesthetic. In fact, today we post a couple of summer outfit ideas showing some meaningful garments, pieces you’ll never get tired of. Always through the guiding principle: buy less, buy better. Far much less – because more is not the answer. 

Contemporary fashion designs, comfortable silhouettes, and textured fabrics that feel pleasant on your skin. Build your capsule wardrobe with these special clothes. In other words, meaningful garments–pieces truly worth owning.

Meaningful clothing: features that cannot miss


Meaningful garments are defined by features that stand out and cannot be overlooked:

Uniqueness and good design
Quality fabrics
Timeless aesthetic
Clothing made to last

Elements that together create pieces that transcend trends and become enduring symbols of style and purpose.

Style inspiration for an effortless summer


Milano streets: Marc Le Bihan asymmetric tank dress in 100% cotton

style inspiration


Modern sophistication: Meagratia mesh poncho in 100% cotton + Plantation1982 cropped pants in organic cotton

style inspiration

Are you looking to evolve your style? Need some style inspiration?


If you want to elevate your style, start by cleaning out your wardrobe: resell or donate your clothes, those you no longer wear. Most importantly, do not buy yet another fast-fashion dress or the fake “quality clothes” sold at prices so absurdly low that even kids wouldn’t believe it. It’s time to stop purchasing pointless shit.
We invite you to contact us–we’ll help you and guide you to choose only what makes really sense. Here below how to get in touch with us:

Drop us an email or WhatsApp for any further information. Also, you can book your private shopping experience – physical or via video call. 

International Shipping available! 


We are based in Milano but ship our niche fashion selection #formodernhumans everywhere.

In order to provide unicity and a sustainable approach, our selection offers a limited number of pieces.

Treat yourself today! ❤️

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Fashion & Global Boiling

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How can the fashion industry adapt to the extreme weather?


Temperatures are peaking, hitting a record around the globe, and as we have entered the global boiling era, the fashion industry needs to rethink its business models.

“Climate change is here, it is terrifying, and it is just the beginning. The era of global warming has ended and the era of global boiling has arrived.” – said the UN Secretary-General, Antonio Guterres.

Scientists confirmed that July has been one of the world’s hottest months. Of course, what is happening is consistent with the predictions, but the change seems to accelerate faster than expected.

Though Guterres calls for immediate action in order to turn the tide, we are not optimistic. Big corporations will not approach degrowth, which would be the only valuable possibility to reduce our impact on the planet.

For the fashion industry, global boiling means getting ready with a different plan, a leaner way to operate the business. In fact, this new normal makes it difficult to think in terms of foreseeable seasons, as the industry has done so far.

Therefore, fashion brands should rethink how they set up their Spring-Summer collections by presenting patterns, fabrics, and silhouettes designed for a new reality. Most importantly, they need to reconsider how they sell to retailers.

Retailers, on their hand, need to order from brands that allow them to purchase smaller quantities and give them the possibility to reorder. In fact, ordering six months earlier is not really smart since it is impossible to foresee the weather in the long run.

Global boiling: possible solutions for the fashion industry


Pre-order: retailers can show the products to their customers and then pass an order to the brand.
Made-to-order: products made within certain specifications, such as materials, colours, and dimensions, but in a limited range of options.
Customised product: clothes or accessories created for an individual customer, according to their needs and requirements.

Benefits:
All the above models would limit overproduction and fashion waste. Also, they would help improve inventory allocation.
Retailers would sell during the season, limiting frequent markdowns because of overstocking.
Products would keep a higher value throughout the year.

People would purchase fewer garments but better quality.

Something needs to change in the fashion system. The industry must be flexible and adapt to specific seasons and unforeseeable events.

Fashion must consider global boiling, or it will end up boiled.

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Education To Value

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How to survive in a world of destructive overproduction


Going from “fashion is dead” to a style rebirth as the reflection of a thoughtful lifestyle involves a renewed education to value. Which, in an era of devastating overproduction and immense confusion, takes time, a lot of time. Also, patience and humble work–getting rid of pointless stuff. And silence rather than loudness and obsessive presence. Because it can be ok to post on social media, but for instance, if designers’ voices speak louder than their product, they are not for us.

The paradox of sustainability


Paradoxically, because of sustainability, buzz increased, yet no change ever happened. Noise, just a lot of noise. Who’s the greenest one? The show is on, but the conversation is demeaning. Thanks to green capitalism, in fact, many individuals found new job opportunities even though it has nothing to do with being sustainable. It’s about making money, not making change. Apart from climate activists, sustainability and green capitalism turned out to be a profitable bandwagon.

Indeed, green brushstrokes seemed very cool. And what’s absurd is that most people buy into it.

Therefore, from the perspective of seeking value and offering value, favouring interactions in smaller communities seems more effective than social media screaming. More real, more human. Fake conversations lead nowhere.

Education to value: what does it mean?


How can you educate yourself to value?
Start by avoiding mass production, mass tourism, and intensive farming. Specifically, in fashion, rediscovering value means developing an understanding and appreciation of good design, as well as learning about quality and artisanal craftsmanship.
Respect workers’ rights and human rights, and care about whether workers receive fair wages.. Above all, it’s essential to work within the planet’s means.

It involves the need to eliminate the garbage that brands try to sell, and not wanting to be part of a system that wants to promote it. Rather than buying pointless stuff, buy nothing at all.

Break the moulds.
Escape marketing slogans,
Search for quality, not quantity.
Because education to value means learning that less is more, even if the rest of the world still follows another direction.

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Jane Birkin, Farewell

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Reading Time: 3 minutes

A style icon: the impact of inspiration on reality


On July 16, Jane Birkin passed away aged 76 in her Parisian home. The British-born singer, actress and muse has shaped the image of the French allure. Indeed, she will represent the symbol of Bohemian coolness forever.

Cinema, music and style icon, she also inspired the famous Hermes Birkin bag. Actually, she hadn’t just provided the inspiration, but she had suggested what kind of capable handbag she needed when she had met the French maison president on a flight.

Of course, everyone knows Jane Birkin. So, the purpose of our exploration is not to revisit her life. In fact, you may watch “Jane by Charlotte,” the documentary released by her daughter, Charlotte Gainsbourg, in 2021. Instead, we want to analyse to what degree Jane Birkin, regarded by other women as a style example, impacted women’s fashion in reality.

Jane Birkin: timeless style


Undoubtedly, her 60s and 70s outfits marked women’s fashion, making her a point of reference for all designers. But, her latest style represented an evolution: white men’s shirts, oversized coats, blazers, boyfriend jeans and white denim, and flat shoes. Yes, in some interviews, she said she started wearing men’s clothes (now fashion marketing has discovered genderless style). Rugged but refined, mannish but feminine, clothes mixed with that touch of nonchalant elegance typical of someone who can say: ‘my clothes are nice, but I look cool because I am so.’ Indeed, style goes beyond clothes: it reflects that inner quid that clothes alone cannot give. And her style reflected her attitude. In the end, people can buy the bag, but reaching that level of coolness is another story.

However, her effortless style passed through time and evolved with a sense of timelessness, making her an eternal muse.

She could choose to age according to contemporary standards. On the contrary, she left her face to show the signs of time, with no trace of plastic surgery. A woman who aged beautifully–true to herself and always elegant.

Jane Birkin: from inspiration to reality


Now think about women who celebrate her as a style icon. How do these women process their style from inspiration to reality? What do they wear? And how are they manipulating their image? Swollen faces, bigger and bigger, to the point of losing traces of human features. Smooth but fake. Bodies are an explosion of plastic. Not to mention clothes that have no idea of elegance.

So, from idolising a muse to reality, what goes wrong? If women say: “we love her style” – what happens afterwards? We’re curious to hear some comments.

Ultimately, no woman in our contemporary universe could wear a naked dress as Jane Birkin did. Her timeless, chic, unforgettable style is on the verge of extinction.

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