Fashion on 2025. When the future meets the past
A Content you can find in our SUBSTACK
Quiet for a while
We have been quiet for a while. Four and half years ago we became parents for the first time and our priorities changed for a while. After four years and two kids more we feel it is time to come back to the industry that we love the most, the fashion industry.
1. Everything has changed
But since we have been distant for a while we feel everything has changed. The fashion industry is now ALL ABOUT money. The designers feel the pressure to create non stop to offer something that feels new to the public. It does not matter the quality, the piece, the work… Even the haute-couture feels like a McDonalds meal.
2. Fashion does not offer luxury anymore
Fashion does not offer exclusivity, as it is all about money and everything you can buy does not make you special anymore. People are starting to look for luxury in other things or in other places. The “new” public appreciate a good book, time for themselves, connection with nature, time for the family and maybe a timeless piece of art or clothing. They want a piece with a meaning that has a story behind. A story that you can track and wish to become part of it.
3. Europe you sold your soul
Europe has sold their soul. Europeans are selling their heritage and I am not talking only about castles, art or land. Europe is selling their brands. They don’t care any more about the fashion industry, about the wool industry, about the design, about the artisans or about the know-how that we have after many centuries creating meaningful pieces.
We are not protecting our legacy.
4. What we will do
We are a small company and it has its pros and cons. We like to focus on the pros.
For example we are more free to create and experiment even if our resources are really small. We can have a closer relationship with all of you and also we can have a closer relationship with all our suppliers and especially with everybody who loves fashion and design.
We wish to use this platform as a place where we can discuss fashion, where we can introduce you to that part of the industry that still makes the things right, with artisans, small brands and projects that still have a soul. Of course we will do it as Europeans, supporting the local industry that fights everyday to make their projects meaningful in a world that only cares about money and revenues.