April Editorial

Who is the Crida woman? Two years after the debut of our project on the market, I believe it is interesting to look at the target of our product, taking stock of the path traveled so far and clarifying the objective we set for ourselves even better.

The idea behind Crida from the very beginning has been to focus on a specific type of product—the dress—representing a refined and timeless style of elegance. Not classic, not “ceremonial” in the strict sense, but effortless and accessible to a target audience of women who are mindful of what they buy, who love beautiful fabrics and impeccable craftsmanship. Women who don’t need to be “in fashion” by wearing the latest feather-trimmed trend, but who are capable of creating their own style with taste and awareness.

At the start of our adventure, the criticisms directed at us mainly concerned the price: too high, accessible to few, exaggerated for an unknown brand. Today, after four collections in which we have communicated our values, these comments have almost disappeared, and this makes us proud to have reached a first milestone: making people understand that quality and “Made in Italy” make a dress special and justify its cost. And having succeeded in reaching the most important luxury stores in Italy.

The Crida woman, as I have emphasized many times, does not stand out because she is flashy, sexy, or trendy, but she is remembered for her elegance. The customers who choose us are those women (or rather girls, because that’s what we are from 20 to 90 years old) who have the ability to purchase a garment as an emotional and conscious experience, transforming it according to their own style. Wearing a natural silk fabric against the skin—be it crêpe de chine or satin—offers a precious pleasure that has nothing to do with any other material containing acrylic or polyester fibers. Above all, it encourages us to love this garment and keep it with care in our wardrobe. We like to imagine that our dresses have a long life and are not abandoned after one season.

Today, the fashion market offers everything: from the most luxurious boutiques to low-cost chains, from individual brand e-commerce to digital marketplaces, it is truly possible to explore a universe of global labels, small artisanal realities, niche brands, or super-trendy ones. The Crida customer, however, has very clear ideas: she doesn’t want what others buy in bulk, but what knows how to enhance her best. She is rightly demanding regarding materials; she wants to touch the fabric and check the label for composition and place of production. She wants beauty and sustainability, which are Crida’s two guiding principles. Another fundamental detail is that the Crida woman, after buying one of our dresses once, almost always buys again because she felt good in it.

We promise those who appreciate us that we will continue on this path: the Spring-Summer collection is available in stores and on our website in all possible dress variations, in a rainbow of colors! You promise us that you will continue to believe that style has nothing to do with what you wear, but with how you feel when you wear it. And with Crida, you feel good.