“Fashion is a stupid, superficial and feminine thing”.

Word of Andrea Batilla, designer and great expert in fashion and communication who, in spite of this tranchant statement on his Instagram page, in reality, I’m sure, loves and knows fashion to the point of being one of the few truly sincere and interesting in commenting on the collections presented in this latest Fashion Week. He does not discount anyone, he is sharp and precise in his judgments, competent and never banal.

Reading her ruthless and perfect reviews online one wonders: so what should fashion be like today?

The fashion shows in Milan first and then those in Paris were the mirror of future trends, they are the showcases of what the stylists propose as an interpretation of society, of the customs of the desires and needs of consumers.

There have been years in which on the catwalks we have seen frankly unlikely dresses, due to shapes, materials and excessive frivolity, but which represented the spirit of the times or the dream of women at that time, and other seasons in which, instead, through fashion they were launched important social messages: Prada models without make-up and shapeless, hidden in oversized parkas and with the amphibians of metropolitan warriors or, more recently, the feminist writings on Dior t-shirts.

The figure of this season of fashion shows and presentations seemed to me more concreteness than extravagance.

We have come out of a difficult time, especially for the fashion industry, there is a need for certainties and solidity and this is what has been proposed in general. Each brand has done the best what it already knew how to do.

Batilla, now my beacon in the fashion jungle, however laments the lack of research and new ideas in some historical companies much loved by normal women like Max Mara and… listen, listen, Dior, making an intelligent reflection as always.

Maria Grazia Chiuri did not try to make an innovative and impactful collection for the media, but the strength of her brand is not so much the originality at all costs as the style and above all the ability to dress women of sizes, shapes and ages. different, making them feel good.

Exactly like Max Mara who has for some time now preferred wearability rather than extreme trends.

Fashion must address the audience of young and beautiful influencers / millennials / fashion victims capable of wearing even the most daring follies (or penalizing, depending on the historical moment) or must cultivate the variegated world of real women, who have sizes that exceed a lot of 42, have purchasing power and want to be elegant?

Does a product’s strength lie in the number of glossy covers it has appeared on or in the number of women who have actually worn it, feeling good? Batilla enlighten us who curries Maria Grazia Chiuri but in the end you listen to the motivations of your friend who tells you that Dior dresses never betray, they have perfect and comfortable sizes on the hips and armholes, in short, they are made to be worn by every woman (who obviously has the economic possibilities to face their very high prices).

We at Crida are certainly not at this level, but we believe that fashion can be research and style innovation, but also and above all that it should make the wearer feel good.

The most exciting challenge is being able to dress in an elegant and modern way even the lady who tells you: your clothes are so beautiful but they will never suit me.

And then see her smile in the mirror looking at how silk slips on critical points without pulling, and how an evening dress is perfect even on a non-model body.

Probably Andrea Batilla will never give Crida a review (thank goodness!) Because, rightly, he deals with the big names in fashion and we are not part of this Olympus (not yet …), but he reassured me his analysis on Dior and on the ability to make clothes that fit women.

Even though we are a young company, born less than two years ago, we have had this goal in mind right from the start: transforming “silly superficial and feminine” fashion into a wonderful world thanks to which each of us can feel beautiful.