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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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Racism Is Not An Option

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Challenging bias for a more inclusive future


In case we need to say it clearly, racism is not an option!
Every now and then, we feel the urge to step off the carved path of the trails. Please, allow us to do that. There are moments in which just talking about fashion is not enough. We do not live in a bubble, so it’s impossible not to look at what happens around us and not be affected.

Moreover, we have always been very open to discussions in our physical boutique, and the same is true in our online community.

Paola Egonu is a great Italian athlete chosen to carry the Olympic flag in Tokyo. She also became a testimonial for Armani.
But, forgetting the fact that she is a real champion, one of the strongest volley players in the world, a group of people have found reasons to complain. Why did they consider it compelling to bring their views to the table? First, she is black. And, second, she had no problem talking about being in love with a woman.
Neither of the points is relevant to her sports abilities or has any connection to sport values. Neither is any of our business.
We should be proud of the champion she is. And that’s final.

Meanwhile, we acknowledge that in Voghera, a League safety councillor has killed a Moroccan man. The immigrant punched him, he replied by shooting him dead. In his defence, he said that the gun fired accidentally. But why was he carrying a gun? And what if the aggressor was Italian?

The reason we address these realities is simple. In short, that is not the world we want to live in.

We are promoting a community for modern humans – based on mutual respect, acceptance and understanding.

Diversity and inclusion are fundamental values.

It’s important to state it clearly: racism is not an option!
If you are racist or homophobe, this is not the place for you.

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The Cultural Element

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Sustainability and the contradictions of contemporary culture


This is when you go to an event dedicated to sustainability, and one of the first things you hear is a journalist stating that we cannot consume less!

“During the pandemic, we saw what happened–everything came to a halt. It’s clear that we cannot consume less.”

We looked at each other perplexed: “Are we in the right place?” If this is the viewpoint of someone invited as a speaker to discuss sustainability, imagine the mindset of the average consumer.

We could not engage with those people over there, but we take the opportunity to explain our thoughts here. In fact, we do believe the opposite, it’s quite evident.

Consuming less is one of the most effective ways to save our planet.

Consumption and capitalism


It is necessary to find a new economic model to replace capitalism, which has been revealed to be outdated and unsuccessful. Exponential growth is absolutely inconceivable and even harmful now.

Although a new economic model is a fundamental step, we cannot wait, arms crossed, for something to happen. Sooner or later, the gods of economics and politics will come up with a brilliant idea, a valid substitute. At least, we hope they do.

But in the meantime, maintaining a sustainable level of consumption is crucial. Becoming aware of what we consume and how we consume must be at the core of our actions.

When it comes to changing the way we live, eat, travel, or shop, culture plays a central role.

Culture comes through education. In the past, we had the excuse that sources, books, and information weren’t accessible. Now we can find whatever we need.

Knowing more about environmental issues and climate change. Discovering more about ethical work and production modes. Understanding materials, craftsmanship, quality.

Educating ourselves to become conscious consumers is what we can actively do to enhance our lifestyle and change for the better.

It’s about improving our well-being rather than accumulating things and money with the outcome of waste and exploitation.

Learning more is free, and often it just takes a click!

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