A circle out of the mainstream

Why do we choose words?

With words, we try to foster a culture for a circle out of the mainstream. Our style will not reach the masses, but it’s not for them. They prefer just pictures.

In our posts, we touch on several topics we like to discuss with our community, not necessarily related to fashion, hoping to leave a thought-provoking perspective. Also, we offer descriptions of the design, the quality, materials and colours of the garments we select. Those detailed notes represent a way to celebrate the brands’ creativity and the uniqueness of those pieces, things you don’t find everywhere.

Though we try to give detailed descriptions, one thing is difficult to provide via the web: the touch of the fabrics, as the feel on your skin. Which, for us, has become a real fixation. Indeed, those who had the chance to buy our selections over time are familiar with our obsession with materials. So, when we say “it feels good on your skin”, they know what it means.
But, in the case of those in touch with us, it’s a matter of trust, which we build on actual conversations and needs time to grow.

For people who happen to read our blog posts or maybe find us on Instagram, that place where everything is possible, perhaps it’s not easy to perceive the quality. Impossible to feel the hand of the fabrics.

However, searching for specific standards for clothing and lifestyle choices means coming from a certain mindset. You don’t take everything, but you are selective. And you are part of that tiny niche that doesn’t want to be the photocopy of others.

And so, this is for you. Suite123 Milano is not a place for ordinary choices. The world is full of that! You don’t need our expertise and research to get mass products.

Through words, we want to promote an alternative culture, a circle out of the mainstream. And we research meaningful garments as a way to express it.

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People don’t read

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. Customers don’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.

people don't read, image of reading a book

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.

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 for discussion 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!

Unless you realize you can choose – to read.

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The expiry date: fashion or mortadella?

Fashion communication – verbal, written and visual – has contributed to undermining the industry.
In a world where fast fashion became a synonym of luxury and other similar absurdities, we always feel the need to define what we say. Somehow, we need to restore the meaning in a state of general confusion.

Hysteric mass production led us to a broken industry incapable of selling all the tons of items they produce. Indeed, the surplus is burned, making room for the next manifestation of this insanity.

So, why do niche brands or even high-end designers subscribe to these practices? Why do they feel the need to hard-discount merchandise just a few months after its delivery to the stores, devaluing both products and the brand?

“This item is new now, but it’s going to be old in three months or less.” There is no consistency in that.

A devaluing communication

The poor language to attract consumers does not focus on worth but discounts or influencers:

PRE-SALE! – SALE! – Heavy discounts! – Black Friday! -60% -70%
Who offers less?!

“Today, with the influencers bad taste is everywhere.” – said Mr Valentino to “Il Messaggero”.

Herein lies a huge mistake in terms of communication, in the messaging of our industry.

When will fashion operators understand we are conceiving, producing, selling and communicating products born out of creativity. The moment we rediscover the value of that process, we’ll acknowledge the mistakes we made.

To deal with those products like they are milk or mortadella, treating them as products with a fast expiration date is not a brilliant idea.

We love mortadella, and we also believe it has a higher value than the majority of fashion products currently in stores. But, we think the actual value of the whole creative process has to be rediscovered and protected in making and communicating fashion. Like it is something meaningful, timeless, not something to get rid of as soon as possible.

What can we do to change?

Brands have to produce less, taking extreme care of the whole process.
Heavy discounts should disappear. They are not a healthy, long-term strategy.
People should consume less but better.

Let fast fashion do its work for what is cheap, for people who chose not to see. At the same time, let’s protect and celebrate the timeless value of creativity, quality, and craftsmanship. By using proper language to this end.

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